Prime Video cuts Dolby Imaginative and prescient, Atmos assist from advert tier—and didn’t inform subs
On January 29, Amazon began exhibiting ads to Prime Video subscribers within the US until they pay a further $2.99 per thirty 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 observed by German tech outlet 4K Filme on Sunday, Prime Video customers who select to take a seat via adverts 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 bins to say that the present is taking part in in Dolby Imaginative and prescient HDR and Dolby Atmos. Within the fundamental, with-ads account, nonetheless, the TV’s Dolby Imaginative and prescient and Dolby Atmos pop-up bins stay stubbornly absent,” Forbes mentioned.
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 can also hope to push HDR10+, a Dolby Imaginative and prescient competitor that is free and open. It additionally stays potential that we may sooner or later 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 out there 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 your entire Prime Video library out there in HDR10+. However in 2022, Prime Video began providing content material like The Lord of the Rings: The Rings of Power in Dolby Imaginative and prescient as soon as once more.
Amazon wasn’t upfront about removals
Amazon introduced in September 2023 that it might run adverts on Prime Video accounts in 2024; in December, Amazon confirmed that the adverts would begin running on January 29 until subscribers paid further. 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 affirm the modifications. That is not how individuals subscribing to a tech large’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 finished in such a means that it could lead on some customers to suppose they’re getting Dolby Imaginative and prescient and Atmos assist even after they’re not.
As Forbes’ John Archer reported, “So as 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 Imaginative and prescient and Dolby Atmos among the many supported technical options—but once you begin to play the episode, neither function is delivered to the TV.”
As streaming services 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. Whereas there are some facets of old-school TV worth 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.