Amazon Prime Video subscribers have recently experienced a surprise change to their service, with Amazon excluding Dolby Vision HDR and Dolby Atmos surround sound from the subscription package for users using the ad-supported tier.
This decision comes alongside Amazon’s introduction of ads into the service on 29th January. However, subscribers now have the option to regain access to these premium audiovisual features by paying an additional $2.99 per month to remove ads.
The Verge reports that the revelation was made by 4KFilme, whose smart TVs from major manufacturers like Sony, LG, and Samsung suddenly began displaying content in HDR10 with Dolby Digital 5.1 instead of the higher-quality options previously enjoyed.
An Amazon spokesperson, Katie Barker, confirmed to The Verge that this change was intentional, stating, “Dolby Vision and Dolby Atmos capabilities are only available on the ad-free option, on relevant titles.”
While price increases are not uncommon in the streaming video industry, where competitors like Netflix now charge $22.99 a month for their 4K tier, comparing Amazon’s pricing to others can be challenging.
Originally, Amazon Prime Video was bundled with the overarching Amazon Prime subscription, which includes benefits like free two-day, one-day, and same-day shipping for a monthly fee of $15 or an annual fee of $139. With the removal of Dolby Vision and Dolby Atmos from the ad-supported tier, subscribers now face an 18 percent increase in cost to enjoy the full audiovisual experience without ads.
Alternatively, Prime Video is available as a standalone subscription for $8.99 per month. Adding $2.99 per month to remove ads results in a more substantial 28 percent price hike.
For subscribers who don’t mind ads, the $8.99-per-month ad-supported option of Prime Video is now a dollar cheaper than Disney Plus with ads, priced at $9.99 per month. Meanwhile, Netflix offers its 1080p service with ads at $6.99 per month.
While Amazon’s move aims to provide a clearer distinction between its ad-supported and ad-free tiers, it may prompt some subscribers to reconsider their options based on the perceived value of the service.
