Katarzyna Petru
The introduction of advertisements to the basic plan of Amazon Prime Video has sparked significant controversy in Europe. At the beginning of 2024, Amazon changed its subscription model in several countries, including Germany, by adding advertising blocks to the standard package. To watch content without interruptions, users must pay an additional approximately 3 euros per month. This solution differs from the strategy adopted by platforms such as Netflix or Disney+, which have introduced separate, cheaper plans with advertisements. In Germany, the change has faced exceptionally strong opposition. The matter has gone to court and could have serious financial repercussions for the company.
Court on the Side of Consumers
In December 2025, the Munich court ruled that the introduction of ads without the explicit consent of users could violate consumer rights. The German consumer organisation Verbraucherzentrale Bundesverband argues that subscribers should have access to an ad-free version without additional charges. Amazon announced an appeal, but the ruling became a catalyst for further legal action.
Class Action and Billion-Euro Claims
A class action is currently being formed, with over 200,000 users in Germany already joining. They are demanding a refund of €2.99 for each month since the introduction of advertisements. With an estimated number of over 20 million Prime subscribers in this country, the potential costs for Amazon could reach billions of euros. Additional claims also include the return of profits generated from the airing of advertisements.
The dispute surrounding ads on Prime Video may affect Amazon's future strategy in Europe. If the courts uphold unfavourable decisions for the company, the model of introducing ads without changing the base plan price may be challenged. This is a matter that extends beyond a single country and could shape the operation of streaming platforms across the region.
source: 4KFilme, Consumer Center Federal Association
