"Starting next month, the ad-free option will become "Prime Video Ultra" in the United States and will cost $5 a month instead. As part of this rebrand, Amazon is removing 4K streaming access from Amazon Prime and shoving it behind this new Ultra paywall."
""Delivering ad-free streaming with premium features requires significant investment," said Amazon in a blog post announcing the change. "And this structure aligns with other major streaming services while ensuring customers have the flexibility to choose how they want to watch.""
"Prime members will still have access to all the same shows and movies, just not in 4K anymore. Amazon says it isn't increasing the price of Prime as part of this change."
Amazon Prime announced on March 13 that it is rebranding its $3/month ad-free option into a new "Prime Video Ultra" tier costing $5/month starting April 10. The rebrand removes 4K streaming access from standard Prime membership and places it behind the new paywall. While Amazon states this change aligns with other streaming services and provides customer flexibility, the base Prime membership will no longer support 4K content. Standard Prime members retain access to all shows and movies but only in lower resolutions. Amazon maintains that the base Prime price is not increasing with this change.
Read at Kotaku
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