On January 29, Amazon began displaying advertisements to Prime Video subscribers within the US until they pay an extra $2.99 monthly. But this wasn’t the one change to the service. Those who do not pay up additionally lose options; their accounts now not support Dolby Vision or Dolby Atmos.
As observed by German tech outlet 4K Filme on Sunday, Prime Video customers who select to sit down by advertisements can now not use Dolby Vision or Atmos whereas streaming. Ad-tier subscribers are restricted to HDR10+ and Dolby Digital 5.1.
4K Filme confirmed that this was the case on TVs from each LG and Sony; Forbes additionally confirmed the information utilizing a TCL TV.
“In the ads-free account, the TV throws up its personal affirmation containers to say that the present is enjoying in Dolby Vision HDR and Dolby Atmos. In the fundamental, with-ads account, nonetheless, the TV’s Dolby Vision and Dolby Atmos pop-up containers stay stubbornly absent,” Forbes stated.
Amazon hasn’t defined its reasoning for the function removing, however it could be making an attempt to chop again on licensing charges paid to Dolby Laboratories. Amazon may hope to push HDR10+, a Dolby Vision competitor that is free and open. It additionally stays potential that we might in the future see the return of Dolby Vision and Dolby Atmos to the ad tier by a refreshed licensing settlement.
Amazon has had a back-and-forth historical past with supporting Dolby options. In 2016, it first made Dolby Vision obtainable on Prime Video. In 2017, although, Prime Video stopped supporting the format in favor of HDR10+. Amazon introduced the HDR10+ format alongside Samsung, and it subsequently made the complete Prime Video library obtainable in HDR10+. But in 2022, Prime Video began providing content material like The Lord of the Rings: The Rings of Power in Dolby Vision as soon as once more.
Amazon wasn’t upfront about removals
Amazon introduced in September 2023 that it could run advertisements on Prime Video accounts in 2024; in December, Amazon confirmed that the advertisements would begin working on January 29 until subscribers paid additional. In the interim, Amazon failed to say that it was additionally eradicating support for Dolby Vision and Atmos from the ad-supported tier.
Forbes first reported on Prime Video’s ad-based tier not supporting Dolby Vision and Atmos by assuming that it was a technical error. Not till after Forbes printed its article did Amazon formally verify the modifications. That’s not how individuals subscribing to a tech big’s service count on to find out about a diminishing of their present plan.
It additionally appears that Amazon’s removing of the Dolby options has been executed in such a approach that it could lead on some customers to suppose they’re getting Dolby Vision and Atmos support even once they’re not.
As Forbes’ John Archer reported, “To add a little bit of confusion to the combo, on the TCL TV I used, the Prime Video header data for the Jack Ryan present that seems on the with-ads fundamental account reveals Dolby Vision and Dolby Atmos among the many supported technical options—but whenever you begin to play the episode, neither function is delivered to the TV.”
As streaming companies overtake conventional media, many purchasers are rising more and more discouraged by how the trade appears to be evolving into one thing strongly harking back to cable. While there are some facets of old-school TV value emulating, others—like complicated plans that don’t make it clear what you get with every bundle—aren’t.
Amazon did not reply to questions Ars Technica despatched in time for publication, however we’ll replace this story if we hear again.