Neither Amazon nor analysts expect the introduction of ads on Prime Video to lead to a mass exodus of subscribers, The Wall Street Journal reports. But some people have already told WSJ that they are no longer Prime subscribers as a result of the change.

Andrew Scott Grace, a gig worker from Sharon, Pa., said that he canceled his Prime subscription — and even swore off shopping on Amazon — as soon as the company notified him of the transition to an ad-supported Prime Video. “There is only one way to show them that this is not OK: to cancel,” he said.

And Joel Gratcyk, a digital consultant from Chicago, told the newspaper he declined to renew his Prime subscription for the first time in more than five years when he learned of the addition of ads to Prime Video. He’s used to paying a subscription fee and enjoying an ad-free experience, as he does with Netflix. “If I have to watch ads, I shouldn’t have to pay for my entertainment,” he added.