Amazon Prime Video subscribers in Belgium can breathe a sigh of relief, as the streaming platform will remain ad-free in the country for the foreseeable future.
Eva Faict, Amazon’s representative in Belgium, confirmed the decision on Thursday, stating that the current subscription model would not undergo any changes in the near future.
This announcement comes amid Amazon’s broader plans to introduce limited advertising on Prime Video in other markets, sparking discussions about the future of the streaming service worldwide.
No Immediate Changes for Belgian Subscribers
Belgium stands out as a rare exception in Amazonโs evolving global strategy to monetize its Prime Video platform through advertisements.
The company recently announced that, starting in 2025, series and films streamed on Prime Video would feature “limited advertising” by default in the Netherlands.
This move is part of a broader effort to maintain the platform’s ability to invest in new, high-quality content. Subscribers in the Netherlands who wish to continue watching ad-free content will be required to pay an additional monthly fee.
For Belgian customers, however, the situation remains unchanged. The Prime Video subscription will continue to provide an ad-free experience at the initial launch price of โฌ2.99 per month, Faict confirmed.
“There are currently no plans to introduce advertisements on Prime Video in Belgium,” she added, emphasizing Amazon’s commitment to maintaining the existing subscription model.
Price Stability in a Region of Increasing Fees
The Belgian market’s ad-free approach stands in contrast to changes in other European countries, where Amazon has steadily increased subscription fees.
In the Netherlands, for example, Prime membership costs โฌ4.99 per month, while in France and Germany, monthly fees have risen to โฌ6.99 and โฌ8.99, respectively.
Across the Atlantic, the United States is seeing subscription prices reach as high as $14.99 (โฌ13.8) per month. The significant price differences are tied to the varying range of services included in Prime memberships across different regions.
While the Belgian subscription focuses primarily on streaming and delivery perks, other markets enjoy additional benefits, such as access to Amazon Music, the Prime Reading e-book catalogue, and other multimedia services. Despite this disparity, there are no imminent plans to introduce these supplementary services in Belgium.
The Push for Global Monetization: An International Trend
Amazon’s decision to implement advertising in markets such as the Netherlands is part of a broader trend among streaming services to diversify revenue streams.
Industry giants like Netflix and Disney+ have already begun rolling out ad-supported subscription plans, aimed at attracting new customers while generating additional revenue from advertisers.
Amazon’s decision to follow suit reflects the companyโs need to sustain investments in original programming, especially as competition in the streaming industry heats up.
As more platforms compete for subscribersโ attention, content budgets have soared, with companies striving to produce blockbuster films and series to lure viewers.
Faict explained that the introduction of limited advertising would enable Amazon to continue delivering high-quality content.
“We want to keep investing in interesting and exclusive content for our viewers. The introduction of ads will help us achieve that goal,” she stated, although she assured that the current model in Belgium will not see any changes soon.
Why Belgium Remains an Outlier
The decision to keep Prime Video ad-free in Belgium, at least for now, could be seen as a strategic move by Amazon to maintain its market share in a country where the service is comparatively less comprehensive than in other European regions.
The โฌ2.99 monthly subscription price is a major selling point, offering consumers access to a vast library of films and TV series, along with free delivery from Amazonโs online store, at a lower cost than in neighboring countries.
In Belgium, the appeal of Prime Video has been bolstered by this affordable pricing structure, which helps differentiate it from other streaming platforms that charge higher fees or offer fewer additional benefits.
According to Faict, “Our focus is to perfect the Prime brand in Belgium, ensuring that our customers have a strong combination of delivery and entertainment benefits.”
Whatโs Missing for Belgian Subscribers?
Belgian customers currently receive a more limited range of services with their Prime membership compared to other countries.
In addition to ad-free streaming and free delivery for Amazon purchases, the subscription includes free online photo storage and selected Prime Gaming benefits.
However, it lacks access to services such as Amazon Music and Prime Reading, which are available in other markets.
The absence of these additional features may partly explain why Amazon has chosen not to introduce advertisements in Belgium, as the subscription remains less costly than in other countries.
There appears to be a deliberate strategy to keep the price low, thereby attracting a broader audience while avoiding any backlash that could come with higher fees or ad-supported content.
The Implications for Streaming in Belgium
The news of Prime Video remaining ad-free is likely to be welcomed by Belgian subscribers, particularly as other streaming services are moving toward more restrictive subscription models.
With inflation and the cost of living rising, consumers are more sensitive to price changes, and streaming companies are under pressure to justify their pricing structures.
In a marketplace that includes a variety of streaming optionsโranging from Netflix and Disney+ to local playersโmaintaining a low-cost, ad-free service could give Amazon an edge.
Belgian consumers may appreciate the stability, especially when other platforms have recently increased prices or introduced ads. It may also encourage new subscribers to sign up for Prime Video as an affordable alternative.
Future Prospects: A Wait-and-See Approach
While Belgium remains ad-free for now, it is unclear whether Amazonโs stance will hold indefinitely. The decision to introduce ads in the Netherlands and potentially other regions could set a precedent that eventually affects Belgium as well.
If Amazon continues to expand its library and invest in exclusive content, the need to generate more revenue might push the company to consider a similar approach in Belgium.
For the time being, however, subscribers in Belgium can continue to enjoy the benefits of Prime Video without the interruption of ads.
The unchanged subscription fee of โฌ2.99 per month presents a stark contrast to prices in other countries, making it one of the most budget-friendly streaming services in Europe.
A Strategic Decision or Temporary Reprieve?
Amazon’s announcement to maintain an ad-free platform in Belgium may be strategic, allowing the company to gauge consumer reaction to ad-supported content in other markets before making changes.
Alternatively, it could be a temporary reprieve, with plans to eventually align the Belgian service with broader international trends.
As competition in the streaming industry continues to intensify, Amazon will likely monitor its performance in Belgium closely.
The streaming landscape is rapidly evolving, and while Belgian subscribers are currently shielded from changes, future adjustments may not be entirely off the table.
In conclusion, for now, Belgian Prime Video subscribers can enjoy an uninterrupted viewing experience and stable prices, but the winds of change in the streaming industry suggest that Amazon’s current approach could eventually shift.
As the company seeks to balance affordability with the need to invest in content, the future of ad-free streaming in Belgium remains an open question.