Amazon Prime Video Downgrades Free Tier, Removes Dolby Vision and Atmos Support
In a surprising move, Amazon Prime Video has introduced ad breaks to its free tier, marking a significant change for the platform. However, it appears that this is not the only negative alteration made recently.
The company has now confirmed that it has also removed support for Dolby Vision and Atmos, cutting off access to these advanced video and audio formats for free tier users. As a result, non-subscribers will now be limited to streaming content in HDR10 for video and Dolby Digital 5.1 for audio.
The decision to strip away Dolby Vision and Atmos support for free users follows closely after the platform’s introduction of ad breaks in the US. This strategic move by Amazon seems aimed at enticing users to upgrade to the ad-free, paid subscription model. However, it is likely to generate dissatisfaction among the current free tier users who have enjoyed the high-quality audio and visual experience provided by Dolby Vision and Atmos.
This recent downgrade in service highlights Amazon’s efforts to incentivize customers to invest in the premium subscription model, even if it means compromising the satisfaction of existing free tier users.
Analyst comment
This news can be evaluated as negative. Removing Dolby Vision and Atmos support for free tier users and introducing ad breaks may lead to dissatisfaction among current free users. Amazon is likely aiming to push users towards the paid subscription model, but it may also result in a decline in overall user satisfaction. As an analyst, it is expected that the market may see a decrease in the number of free tier users and a potential increase in paid subscriptions.
