In a recent communication to its valued members, Prime Video has revealed upcoming changes to its membership fees, marking the first adjustment since the service's launch in New Zealand in 2016.

The streaming giant cited the need for continued growth and expansion of its offerings as the primary reason for the adjustment.

As of March 4, 2024, the monthly membership fee for Prime Video will be adjusted to NZD $10.99.

The change will be effective on the renewal date of each subscriber, with no further action required to maintain uninterrupted access to the streaming service.

The announcement assures subscribers that this fee adjustment is crucial for sustaining and enhancing the Prime Video experience.

The streaming platform, known for its vast library of Amazon Originals such as Reacher, The Boys, The Summer I Turned Pretty, Citadel, and Clarkson’s Farm, remains committed to delighting its customers.

Amazon executives highlighted that the adjustment is a necessary step in keeping up with the evolving landscape of streaming services.

This move enables Prime Video to invest in more exclusive content, ensuring a diverse and compelling entertainment portfolio for its subscribers.

The decision comes amidst a trend in the streaming industry, where competitors like Netflix and Disney+ have recently introduced more affordable, ad-subsidised plans in other regions.

However, it's important to note that Prime Video has not announced any plans for introducing commercials in New Zealand at this time.

Industry analysts suggest that this move could signal a broader shift in the streaming landscape, potentially influencing how other platforms approach pricing and subscription models in the future.

It remains to be seen how competitors in the New Zealand market will respond to these developments.