アマゾンは広告なしPrime Videoサブスクリプションの料金引き上げを発表し、4月10日から月額3ドルから5ドルに値上げします。この変更により、4K UHDストリーミングを含む新しい「Prime Video Ultra」ティアが導入され、標準の広告付きバージョンでは利用できなくなります。Primeメンバーシップまたはスタンドアロンプラン経由で購読する米国の顧客に影響します。
アマゾンは3月13日、米国購読者向けの既存広告なしティアを置き換えるPrime Video Ultraを4月10日に開始すると明らかにした。新サブスクリプションは月額5ドルで、Primeメンバーシップまたはスタンドアロンプランに追加される従来の3ドル料金から2ドル増加します。広告付きPrime Videoを含むPrimeメンバーシップは月額15ドルまたは年額139ドルで、Prime Video単独サブスクリプションは月額9ドルです。
X上での反応は、アマゾンのPrime Video広告なしティア料金を新「Prime Video Ultra」ブランドで月額5ドルに引き上げたことに対し、主に否定的です。ユーザーはこれを縮小インフレ、4Kコンテンツの貪欲なペイウォール、購読キャンセル脅威と非難しています。一部は以前含まれていた機能のために多く支払う苛立ちを表現しています。少数派は、ストリーミング経済の変化の中で追加ストリームとダウンロードを部分的な正当化と見なしています。
Amazon just made a move that should have 200 million people furious.
— Milk Road AI (@MilkRoadAI) 2026年3月13日
They announced something called Prime Video Ultra.
It sounds like an upgrade but it is really just a price hike disguised as a rebrand.
Here is what actually happened.
Two years ago, Amazon forced ads onto… pic.twitter.com/X9crIgynBH
Amazon is jacking the price of its ad-free Prime Video package from $3/mo to $5/mo.
— Artem Russakovskii (@ArtemR) 2026年3月13日
I need to finish Fallout Season 2, which is why I upgraded in the first place, and not open Prime Video again until basically season 3. pic.twitter.com/DwObWasZRg
I honestly didn't mind much paying a bit extra for ad-tier Amazon Prime Video and believed that if they spent the added revenue to make their already great shows even better, it would be worth it.
— StreamWithKev (@StreamWithKev) 2026年3月13日
But hearing today they're going to pretty much double the price...that....that's a…
So, let me get this straight: we’re now paying $20 a month total just to get back the 4K and ad-free experience we already had? 🙄 Rebranding a price hike as 'Ultra' doesn't change the fact that it's a 67% increase for the ad-free add-on. Streaming is officially becoming more…
— The INK (@ChukSherman) 2026年3月13日
Amazon hiking Prime Video ad-free to four-ninety-nine plus fourteen-ninety-nine Prime equals nineteen-ninety-nine monthly hits price creep. Five streams limit plus 4K justifies cost somewhat. That’s the streaming economics changing. Respect to transparency.
— Larry Omooba (@LarrryOmooba) 2026年3月13日
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Netflix has increased prices across its US subscription tiers, with the ad-supported plan rising from $8 to $9 per month. The standard ad-free plan now costs $20, up from $18, and the premium plan is $27, previously $25. The changes take effect immediately for new subscribers and will roll out to existing ones in coming weeks.
YouTube has increased prices for its Premium service in the United States for the first time since 2023. The individual plan now costs $15.99 a month, up $2, while the family plan rises $4 to $26.99. New subscribers face the hikes immediately, with existing users notified for changes on future billing cycles.
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Amazon has introduced a limited-time bundle offering Apple TV and Peacock Premium Plus to Prime Video subscribers for $20 a month. The package saves users $10 compared to individual subscriptions and provides access to original content from both services. Announced on Tuesday, the deal requires an active Amazon Prime membership in the US.
Amazon has begun pre-orders for its new Fire TV Stick HD streaming device and Ember Artline televisions, both featuring updated designs and features. The $35 Stick HD is 30 percent narrower and powers directly from a TV's USB port, while the art-display TVs start at $900. Shipping begins later this month in select countries.
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Amazon is overhauling its Luna cloud gaming service, ending support for individually purchased third-party games, subscriptions (like Ubisoft+ and Jackbox), and account links (including EA, GOG) by June 10, 2026. Pre-April 10 purchases remain playable until then, with no refunds offered. The platform is refocusing on Prime member content, including a growing library of titles like Alan Wake 2 and Hogwarts Legacy.
AT&T will increase prices by up to $20 per month on its retired unlimited wireless plans starting in April 2026. The change affects accounts with plans activated before July 24, 2025, but includes an extra 20GB of hotspot data. This follows the recent launch of new 2.0 unlimited plans.
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Amazon reported first-quarter revenue of $181.5 billion, surpassing Wall Street expectations with a 17% year-over-year increase. CEO Andy Jassy highlighted the success of Project Hail Mary, which has earned nearly $615 million at the box office to date. Amazon Web Services revenue reached $37.6 billion, up 28%.