On Monday, the tech big made ad-supported streaming the default on Prime Video for its greater than 200 million subscribers. The corporate initially introduced the plan in September, saying that ​​it was wanted, “to proceed investing in compelling content material and preserve rising that funding …” 

Amazon claimed in its unique announcement that Prime Video will present fewer adverts than common TV or different streaming providers, however those that wish to keep away from them altogether must pay a further $2.99 per thirty days on high of the $14.99 month-to-month payment that already exists.

The change comes as the corporate has elevated the quantity it spends on content material to fill out its Prime choices. In 2022, the corporate finalized founder Jeff Bezos’ $8.5 billion buy of MGM, in what was its second-most costly acquisition on the time. Since then, Amazon has beefed up spending, together with a $16 billion splurge on content material in 2022, $7 billion of which went to unique programming.

Within the third quarter of 2023, the corporate’s most up-to-date earnings report, Amazon made simply over $10 billion from its subscription providers unit, which incorporates Prime and different non-Amazon Net Providers subscription providers in digital video, audiobooks, digital music, and e-books. Specialists predict that the brand new modifications to Prime Video may present an added increase.

Analysts at Morgan Stanley predict that the corporate’s modifications may usher in an additional $3.3 billion in promoting income in 2024. In the meantime, New York–based mostly media funding agency MoffettNathanson had decrease predictions however nonetheless stated Amazon will usher in $1.3 billion from advertisers in 2024 and one other $2.3 billion subsequent 12 months. 

The corporate is predicting that 159 million of its subscribers will instantly be uncovered to adverts on the platform, the Wall Road Journal reported citing an inner presentation Amazon made for potential advertisers. That quantity could also be attractive to corporations seeking to attain extra eyeballs, because it beats out the 23 million month-to-month lively customers which might be uncovered to adverts on market chief Netflix’s platform.

Nonetheless, Prime prospects are largely sad in regards to the change and have taken to social media to complain in regards to the new adverts on the platform. Many have chalked up Prime’s adverts rollout to company greed.

Prime video now has adverts???@amazon @PrimeVideo why are you so grasping? #cancelprime pic.twitter.com/FjtKDGwnTS

— Ray Meyer (@rmeyer1126) January 30, 2024

I am disenchanted to listen to that Amazon Prime Video is introducing adverts. It is a paid subscription service, and I anticipate an ad-free expertise. This transfer might push customers to discover different platforms.

— mariana velaz (@maribella343) January 26, 2024

Though prospects will not be pleased with the brand new change, Wall Road’s push for profitability in streaming has prompted corporations to adapt their earlier enterprise fashions. In December 2022, Disney+ launched an ad-supported tier on the identical time that it introduced a $3 month-to-month value hike for its ad-free plan. It then hiked costs one other $3 per thirty days in August.

Netflix, which at 260 million subscribers worldwide has greater than double the shoppers of some other streaming service, cracked down on password sharing, together with debuting its personal promoting tier, in a bid to enhance profitability. These helped Netflix, which is rising because the undisputed winner of the streaming wars, crush its final earnings with the largest increase of latest subscribers because the pandemic. After all, Netflix kicked off streaming’s pivot from progress to profitability by reporting a subscriber drop in 2022, contributing to the flood of promoting into streaming, now together with Amazon Prime.

Whereas the proportion of U.S. households that subscribe to streaming providers had stayed between 80% and 83% every quarter for the previous two years, the tip of 2023 noticed that quantity bounce to 85%, exceeding expectations and spurring hopes that there’s nonetheless extra room to develop within the streaming sector.

Amazon didn’t reply to a request for remark from Fortune.