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Amazon is set to introduce adverts to its Prime Video streaming service in 2024 as it seeks to put more cash into creating TV shows and films.

UK Prime customers, along with those in the US, Germany and Canada, will see ads early next year unless they subscribe for an "ad-free" option at an additional cost.

At the moment, a Prime subscription, which includes free one-day delivery on goods as well as access to its streaming service, costs £8.99 per month, or £95 a year, in the UK.

Analyst Hanna Kahlert at Midia Research said many people do not like the idea of adverts on services they have already paid for - though some accept the practice if it makes the streaming plan cheaper.

Data previously released by analysts Kantar showed that people cut back on video streaming services in their droves last year as they sought out different ways to deal with the spike in the cost of living.

Insider Intelligence senior analyst Max Willens said ad-supported tiers have become standard in the streaming industry, setting the stage for Amazon's move.

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