Amazon is rolling out new rules for Prime Video users starting in January 2025, bringing a major change to the way accounts are accessed and devices are managed. These new policies are part of Amazon's ongoing effort to control account sharing and streamline device usage, following the trend set by other streaming platforms like Netflix, which also implemented stricter account-sharing policies. However, Amazon's changes are less severe compared to Netflix's more stringent measures.
Under the updated policy, Amazon Prime subscribers will only be able to log in to a total of five devices at once. Importantly, of these five devices, only two can be televisions. This means that Prime Video users can stream content on two separate TVs simultaneously, but if they try to log into a third TV, they will be prompted to log out of another device to remain within the device limit. This change is a significant shift from the current rule, which allows subscribers to log into up to 10 devices at once, including phones, tablets, laptops, and TVs.
The decision to restrict the number of devices used for streaming is aimed at curbing the practice of account sharing, where multiple users outside of a single household share login credentials to access Amazon Prime Video. While the platform will still support streaming on multiple types of devices, this limitation on TV access will likely affect families or groups that have been sharing a single Prime account across several televisions. The new policy specifically targets those who have been using Prime Video on multiple TVs at once, a practice that has been common among users who do not want to pay for additional subscriptions.
In addition to the device limit, Amazon has introduced a new feature to manage device registrations more effectively. The updated terms allow subscribers to remove and replace up to two devices within any 30-day period. This means that Prime members can deregister two devices from their accounts every month and replace them with two new devices. This feature gives users flexibility, allowing them to switch out old devices or add new ones without affecting their access to Prime Video. However, the ability to manage devices will be limited to two changes every month, ensuring that users cannot make frequent or excessive changes to their device list, which helps Amazon control account security and device usage more efficiently.
For those wondering about the cost of an Amazon Prime membership, the subscription options in India remain affordable. The monthly subscription is priced at Rs 299, while the quarterly plan costs Rs 599, and the annual plan is available for Rs 1499. Additionally, there are other alternatives, such as the Annual Prime Lite plan for Rs 799 and the Prime Shopping Edition for Rs 399 annually. Despite these changes, Amazon will continue to provide ad-free streaming and all the other benefits that come with a Prime membership, including fast shipping and exclusive deals.
The introduction of these new policies aligns with Amazon's strategy to better manage account sharing and reduce the number of people using a single Prime membership across multiple households. By enforcing a stricter device limit and offering more control over which devices are registered, Amazon hopes to encourage more users to sign up for their own Prime memberships rather than relying on shared accounts.
In the broader context, this policy change reflects the increasing trend of streaming services moving toward stricter account-sharing policies, as platforms like Netflix and Disney+ have also implemented similar measures. However, Amazon's approach, with the flexibility to switch devices within a 30-day window, seems designed to offer a balance between preventing misuse and maintaining convenience for regular users.
These changes also follow a broader global trend where companies are shifting toward more sustainable business models. While users may find these new rules inconvenient, they will likely help Amazon secure its revenue stream and ensure that its content is being accessed by paying customers. In the long term, these policies are expected to become a standard practice across the streaming industry, as platforms continue to monitor and regulate account sharing more closely.
