Amazon silently removes Dolby Vision and Dolby Atmos support from ad-supported Prime Video tier
Amazon has quietly removed support for Dolby Vision HDR and Dolby Atmos 3D sound from its ad-supported subscription tier of Prime Video, forcing users to upgrade to the ad-free tier for these features. This decision comes after Amazon raised the prices for the ad-free tier and introduced a lower-priced, ad-supported option, without disclosing any limitations.
Testing on TVs from Sony, LG, and Samsung has confirmed that the ad-supported streaming tier, priced at least $8.99 per month, does not support Dolby Vision HDR and Dolby Atmos 3D sound. However, it still supports up to 4K resolution, with HDR10 and Dolby Digital 5.1.
An Amazon spokesperson has stated that Dolby Vision and Dolby Atmos are only available with the ad-free option for applicable titles. Previously, these features were included in the base ad-free monthly tier, which now costs $8.99 after the price increase. Amazon has not provided a reason for this downgrade in the lower subscription tier, but it is believed that the company wants to avoid the licensing fees charged by Dolby for these technologies, while possibly promoting HDR10+ as the open and royalty-free standard.
This decision by Amazon has left customers questioning the value they receive from the ad-supported tier, particularly as the company did not disclose these limitations when introducing the lower-priced option. For those who appreciate the enhanced audio and video experience provided by Dolby Vision and Dolby Atmos, the only choice seems to be upgrading to the ad-free tier, which now comes at a higher cost.
As competition in the streaming market intensifies, with Netflix and Disney+ competing for consumers’ attention, it remains to be seen how Amazon’s removal of Dolby support from the ad-supported tier will affect its user base.
Analyst comment
This news can be seen as negative for Amazon’s market as it may lead to customer dissatisfaction and potentially drive users to upgrade to the more expensive ad-free tier. The removal of Dolby Vision and Dolby Atmos support from the ad-supported tier may be seen as a downgrade in the value offered to customers. This move could affect Amazon’s user base, especially as competition in the streaming market intensifies.
