Amazon will include advertising on Prime Video for the first time

The push to increase revenue comes as Amazon spends money on new content. The company has committed $1 billion to the Rings of Power series.

Amazon will introduce advertising on Prime Video next year, joining similar offerings from rivals Netflix and Disney.

Amazon Prime subscribers will be forced to pay extra for ad-free viewing as the tech giant seeks to boost revenue from streaming.

The e-commerce company said ads will start appearing for UK customers from 2024.

Streaming platforms are trying to raise funds after investing in original films and TV shows as they compete for subscribers in a crowded market.

Disney has already suffered hundreds of millions of dollars in losses due to its shift to online streaming, and demand for Netflix has also been reduced by a crackdown on password disclosures.

On Friday, Amazon said its standard subscription service Prime Video will soon include «limited advertising».

Customers hoping to watch ad-free videos will have to pay an additional $2.99 ​​(£2.44) per month in the US, with an increase in the UK not yet confirmed.

The company's Prime Video service currently starts at £2.44. 5.99. Shoppers can also pay £8.99 for Amazon Prime, which includes free delivery from the online store.

Amazon exclusive shows include superhero satire The Boys and Jeremy Clarkson documentary series Clarkson Farm «.

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Amazon insists its video streaming service will feature fewer ads than other TV providers.

The company already includes some advertising in live sports broadcasts, but this will be the first time it has included advertising in its on-demand streaming service.

Amazon said the advertising will allow it to «continue to invest in compelling content and continue to increase these investments over a long period of time.»

Last year, Netflix announced that it would introduce advertising in a cheaper version of its app to attract new subscribers.

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The new Basics with Ads service costs £4.99 a month.

Disney, meanwhile, is launching advertising on its streaming app in the UK this November, having previously announced advertising in the US.

Amazon has struggled to conquer the streaming market since launching Prime Video more than a decade ago, even with high-priced shows like the Lord of the Rings spin-off Rings of Power.

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Still, analysts view Prime Video as a loss leader for the tech giant and as a means to entice people to sign up for its Prime retail service.