On January 29, Amazon began exhibiting advertisements to Prime Video subscribers within the US until they pay an extra $2.99 per 30 days. However this wasn’t the one change to the service. Those that do not pay up additionally lose options; their accounts not assist Dolby Imaginative and prescient or Dolby Atmos.
As seen by German tech outlet 4K Filme on Sunday, Prime Video customers who select to take a seat via advertisements can not use Dolby Imaginative and prescient or Atmos whereas streaming. Advert-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.
“Within the ads-free account, the TV throws up its personal affirmation containers to say that the present is taking part in in Dolby Imaginative and prescient HDR and Dolby Atmos. Within the primary, with-ads account, nevertheless, the TV’s Dolby Imaginative and prescient and Dolby Atmos pop-up containers stay stubbornly absent,” Forbes mentioned.
Amazon hasn’t defined its reasoning for the characteristic elimination, however it might be attempting to chop again on licensing charges paid to Dolby Laboratories. Amazon can also hope to push HDR10+, a Dolby Imaginative and prescient competitor that is free and open. It additionally stays potential that we might someday see the return of Dolby Imaginative and prescient and Dolby Atmos to the advert tier via a refreshed licensing settlement.
Amazon has had a back-and-forth historical past with supporting Dolby options. In 2016, it first made Dolby Imaginative and prescient 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 whole Prime Video library obtainable in HDR10+. However in 2022, Prime Video began providing content material like The Lord of the Rings: The Rings of Energy in Dolby Imaginative and prescient 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. Within the interim, Amazon failed to say that it was additionally eradicating assist for Dolby Imaginative and prescient and Atmos from the ad-supported tier.
Forbes first reported on Prime Video’s ad-based tier not supporting Dolby Imaginative and prescient and Atmos by assuming that it was a technical error. Not till after Forbes revealed its article did Amazon formally verify the modifications. That is 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 elimination of the Dolby options has been completed in such a means that it could lead on some customers to assume they’re getting Dolby Imaginative and prescient and Atmos assist even once they’re not.
As Forbes’ John Archer reported, “So as to add a little bit of confusion to the combination, on the TCL TV I used, the Prime Video header info for the Jack Ryan present that seems on the with-ads primary account reveals Dolby Imaginative and prescient and Dolby Atmos among the many supported technical options—but while you begin to play the episode, neither characteristic is delivered to the TV.”
As streaming providers overtake conventional media, many purchasers are rising more and more discouraged by how the business appears to be evolving into one thing strongly paying homage to cable. Whereas there are some elements of old-school TV price emulating, others—like complicated plans that don’t make it clear what you get with every package deal—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.