New Delhi, Aug. 31 -- Arpit Roy isn't a happy man. Already swamped with multiple renewals across audio and video subscriptions, Roy has just realised he's subscribed to a platform that will now show him ads. The platform in question is Amazon Prime Video, a streaming service he has used for over seven years.

In May, Amazon Prime Video customers in India were in for a rude shock when they received emails announcing that movies and shows on the streaming service would come with ads, starting June. A new ad-free add-on option would be available but would cost an additional Rs.699 per year, or Rs.129 per month-essentially users would have to pay more money to continue watching the same content as before, ad-free.

Given that the whole premis...