When streaming services first came into our lives, they promised us the world.

But as competition has heated up in the space, resulting in more streaming services than days of the week, the product began looking more and more like traditional cable.

While ads were initially proposed as a way to watch for free (or receive a discount), Amazon Prime Video will now show paying users ads unless they pay an extra $2.99/month.

Monetizing media has really come full circle.

Variety has more.