Amazon Prime Video is shaking things up in 2025 by introducing restrictions on password sharing, a move reminiscent of Netflix’s recent crackdown. With new device limits and an ad-supported model on the horizon, how will this impact subscribers?
Fewer Devices, More Limitations
Currently, Amazon Prime Video users can log in to up to 10 devices per account—a setup that’s generous by industry standards. But starting in January 2025, the platform will reduce this allowance to five devices, and only two of these can be TVs.
An email sent to subscribers detailed the changes:
“As part of your Prime membership, you and your household are entitled to enjoy Prime Video on up to five devices. Starting January 2025, we are updating our usage terms in India to include up to two TVs as part of your five devices entitlement. You can manage your devices on your Settings page or buy another Prime membership to watch Prime Video on more devices.”
This shift reflects Amazon’s efforts to curb password sharing, which has become a growing concern for streaming services. While the five-device cap is still competitive, limiting TVs to just two may prove challenging for households with multiple shared screens.
Why This Change Matters
Streaming platforms are under increasing pressure to monetize effectively, and restricting password sharing is a key strategy. Amazon’s decision mirrors Netflix, which introduced additional charges for shared accounts in 2023. However, the move isn’t just about money—it’s also about optimizing the platform for genuine subscribers.
Some viewers, however, may find the new rules inconvenient. Large households or those using multiple smart TVs could face disruptions. Balancing convenience with these new policies will be a test of Prime Video’s adaptability in the competitive streaming market.
Ad-Supported Streaming: A Growing Trend
In addition to limiting devices, Amazon Prime Video has announced it will roll out ads during TV shows and movies starting in 2025. While ads are not new in streaming, Amazon claims its approach will differ by keeping ad loads “lighter” than traditional TV and many competitors.
Key details about the ad-supported tier include:
- Ads will be shown to existing subscribers on the current pricing tier.
- An ad-free premium tier will soon be introduced in India.
- The move aligns Amazon with platforms like Disney+ and Netflix, which already offer ad-supported plans.
Subscribers who wish to avoid ads entirely will need to upgrade to the premium tier, which is expected to be priced higher than the current subscription.
Industry Context
Amazon Prime Video’s device limit and ad plans reflect broader trends in the streaming industry. Companies are grappling with rising content costs and the need to increase profitability. The global streaming market, valued at over $80 billion in 2023, is projected to grow but also faces stiff competition.
Here’s a quick comparison of password-sharing policies among major streaming platforms:
| Platform | Device Limit | TV Limit | Ad-Supported Tier | Additional Charges for Sharing |
|---|---|---|---|---|
| Netflix | Varies (3–5) | 2 TVs | Yes | Yes |
| Amazon Prime Video | 5 | 2 TVs | Yes | No |
| Disney+ | 4 | No Limit | Yes | No |
This table highlights Amazon’s move as competitive yet potentially restrictive for families or shared accounts.
The Consumer Reaction
The real test for Amazon Prime Video will come in 2025 when subscribers adjust to these changes. While some users may accept the restrictions as part of a larger industry shift, others may reconsider their subscriptions, especially if they rely on multiple devices or wish to avoid ads.
For Amazon, the challenge will be to communicate the value of its new tiers effectively. If the lighter ad load and premium option deliver on promises, the platform could maintain its strong position in the Indian market.
