Prime Video now includes ad breaks unless you pay an extra £2.99 each month - something that caused subscribers to launch legal action.

One by one, Netflix, Disney+, Peacock, Paramount+ and Max have added 30- and 60-second commercials in exchange for a slightly lower subscription price. Amazon has turned ads on by default.

Tech giants are taking over the rapidly growing connected TV ad market and analysts say Amazon Prime Video has the upper hand.