Premium 4K Ad-Free Streaming: Is Amazon Prime Video Worth the Extra Cost?

Amazon to Rebrand Ad-Free Prime Video Subscription to Ultra, Increase Price

Amazon will be rebranding its ad-free Prime Video subscription to Ultra starting April 10th, along with a price increase from $2.99 to $4.99 per month. This change will make Ultra the exclusive way to access 4K/UHD streaming, removing 4K streaming access from Prime subscribers who do not upgrade.

Enhanced Features with Ultra Subscription

Subscribing to Ultra for an additional five dollars per month will provide users with support for up to five simultaneous streams, up to 100 downloads, and access to Dolby Vision HDR and Dolby Atmos audio. Prime subscribers without Ultra can opt for upgrades after April 10th to regain Dolby Vision (in 1080p), increased downloads (up to 50 from 25), and simultaneous streams (up to four from three).

Reasons Behind Price Increase and Feature Changes

The price increase and restructuring come two years after Amazon transitioned all Prime Video users to an ad-supported plan, charging extra for ad-free streams. The company’s heavy investment in broadcasting live events and sports like the NFL and NBA has led to the need for premium features in ad-free streaming. Amazon states that this aligns with other major streaming services in terms of investment and premium offerings.

Update, March 13th: This update highlights the changes in 4K streaming and Prime subscription upgrades.