Following Prime Video’s launch in Denmark in 2016, we have continued to invest in expanding the range of hit movies, great shows, award-winning Amazon Originals, and live sports, that we offer —all in a single destination. This includes increasing exclusive and international Prime Originals series and movies like The Lord of the Rings: The Rings of Power, Fallout, Reacher, The Boys, Young Sherlock, The Wrecking Crew, local originals like Snake Killer, Villa of Broken Hearts, LOL: Last One Laughing, and licensing exclusive titles from Nordisk Film and Scanbox Entertainment. In 2024, we presented exclusive live sport coverage with the launch of 38 fixtures of English Premier League per season.*
To continue investing in compelling content and keep increasing that investment over a long period of time, starting in 2026, Prime Video shows and movies will include limited advertisements in Denmark. No action is required for Prime Video members. We will also offer a new ad-free option and will share the price of that option at a later date. We will email Prime Video members several weeks before ads are introduced into Prime Video with information on how to sign up for the ad-free option if they would like.
* Live event content such as sports will continue to include advertising.
