As a result of introducing advertising on Amazon Prime Video, there have been some changes in the features of the ad-supported subscription. One of the most notable changes is that Dolby Atmos and Dolby Vision, previously available to all users, will now only be accessible to those who pay for them. This move has come as a surprise to many users who had previously enjoyed these features as part of their subscription.
While Amazon has not provided a clear explanation behind this decision, it is speculated that the company is looking to generate more revenue through additional subscriptions. Some users have expressed disappointment, calling this move underhanded and unfair. It remains to be seen how this change will impact the user experience on Amazon Prime Video and whether it will lead to a decline in the number of users who choose the ad-supported subscription option.
Amazon Prime with Advertisement
Amazon Prime Video has added advertisements to its streaming subscription service since February 5, 2024. However, these ads can only be skipped by Prime customers who are willing to pay an extra $3 monthly fee. This means that Prime customers who choose not to spend the additional fee will have to watch ads during their streaming experience.
But that’s not the only change that Amazon has made to its subscription service. Customers have also noticed that Amazon has removed the ability to stream content in Dolby Vision HDR and Atmos Sound formats. This means that Prime-exclusive movies and series are now only available in up to 4K resolution with HDR10 and Dolby Digital 5.1 for those using the ad-supported Prime subscription. If you wish to access Dolby, you must pay the extra $3 each month.
Customers are unhappy
As a result, some Prime customers are now unhappy with the changes to the service and have expressed their disappointment on social media. They feel that they are paying for a service that is now lower in quality than before and that they should not have to spend extra to get the same level of quality that they had before the changes were made. However, Amazon has not yet commented on the situation, and it remains to be seen whether they will make any changes to the service in response to customer feedback.
Dolby Atmos and Dolby Vision have been removed
Amazon has made some changes to their video streaming service without announcing them. According to the German AV site 4KFilme, Dolby Atmos and Dolby Vision have been removed from ad-supported Prime Video subscriptions. To verify this, 4KFilme checked the service on three smart TVs from reputable manufacturers – Sony, LG, and Samsung – and confirmed that the standard subscription (with ads) only delivers movies and series with a maximum of 4K resolution, HDR10, and Dolby Digital 5.1.
Despite checking through Amazon’s official communication, there has been no indication that the introduction of ads would affect the presentation of video streams. Users have noticed that Amazon was definitely not transparent about the qualitative downgrade. Only after selecting the ad-free option is the content played in full “feature scope,” including Dolby Vision HDR and Dolby Atmos 3D sound.
The ad-free option is suggested to users with a pop-up when starting the Prime Video app (only once) and is prominently placed in the Prime Video app with its tile (blue TV symbol). However, there were no indications in Amazon’s official communication that the Dolby Atmos and Dolby Vision features require an add-on subscription when selecting the additional option.
Amazon did not communicate
It is disappointing to see that Amazon did not communicate these changes transparently. It is essential for users to be aware of the changes made to the service, especially if they are paying for a subscription. Hopefully, Amazon will take steps to communicate any changes to their service more clearly in the future
Amazon’s decision to integrate advertising into its Prime Video streaming service has faced criticism from users and consumer protection organisations. The move is seen as a hidden price increase, as users are now forced to watch ads even though they pay an annual subscription fee for the service. The lawsuit filed against Amazon also highlights that there are no qualitative differences between the two subscriptions.
Furthermore, Amazon’s decision to offer Dolby Atmos and Dolby Vision, two high-quality audio and visual technologies, only in an add-on subscription is being viewed by many users as a move made in bad faith. This has caused some uproar among users who feel that the company is trying to monetise these features that were previously included in the standard subscription.
Although Amazon claims that integrating advertising will help them offer even more fantastic content to Prime members, from a financial perspective, it is not necessary. This has led many users to question the company’s motives behind this move.it remains to be seen whether Amazon will respond to the criticism in the coming days.
