In a surprising turn of events, Amazon Prime Video has decided to cut back on the audiovisual experience for users on its ad-supported tier. The move, following the introduction of ads to the streaming service on January 29, means that the free tier will no longer support Dolby Vision HDR or Dolby Atmos surround sound, leaving viewers with a diminished audiovisual feast.
The decision was first highlighted by German website 4KFilme and subsequently confirmed by Forbes. Instead of the previously available Dolby features, users on the ad-supported tier will now experience content in HDR10 with Dolby Digital 5.1. If users are looking to retain the higher quality audio experience, they’ll need to opt for the ad-free service, which comes with an additional cost of $2.99.
An Amazon spokesperson clarified the changes, stating, “Dolby Vision and Dolby Atmos capabilities are only available on the ad-free option, on relevant titles.” This shift in strategy might irk users who were accustomed to the better audiovisual quality, especially considering the lack of a prior announcement regarding the removal of Dolby support from the ad-supported tier.
Amazon Prime Video’s ad-supported tier, introduced with ads at the end of January, has caused discontent among subscribers. The change not only introduces interruptions to their viewing experience but also strips away Dolby features unless they opt for the more expensive ad-free service. This move has prompted a proposed class-action lawsuit against Amazon, accusing the company of violating consumer protection laws and calling its change of terms “deceptive” and “unfair.”
The lawsuit argues that users who have already paid for a year-long Prime subscription were expecting an uninterrupted viewing experience, as promised by Amazon. However, with the removal of Dolby features from the ad-supported tier, subscribers feel that Amazon is not meeting their reasonable expectations. The proposed class action is seeking at least $5 million in damages and an injunction prohibiting Amazon’s “deceptive conduct.”
This shift in strategy not only affects users in terms of content quality but also raises concerns about transparency and customer satisfaction. Amazon, while introducing ads to its existing tier, did not explicitly mention the removal of Dolby features from the ad-supported tier, causing frustration among subscribers. As Amazon continues to make changes to its streaming service, it remains to be seen how these alterations will impact its subscriber base and reputation in the long run.
