Controversial changes continue on Amazon Prime Video. The Internet giant surprised last year by confirming the arrival of advertising in its basic payment plan; Unlike free, ad-based services, Amazon serves ads to paying users of the platform, unless they decide to pay even more each month. And now, with the removal of Dolby Atmos and Dolby Vision, it has also removed basic features that were until now available to everyone.
The core Prime Video experience has deteriorated significantly in just a few weeks. It all started last January, when Amazon began sending emails to users affected by the new policy; Specifically, it warned them that they would start seeing ads on Prime Video, even if they paid for the subscription as usual.
In this way, Amazon followed in the footsteps of Netflix and its basic package with advertisements; The difference is that Netflix created a new, cheaper plan from scratch, which users could choose if they wanted to save a little in exchange for watching advertising between episodes of their favorite series. Instead, Amazon preferred to convert all users of the current plan to an ad-supported plan, offering the possibility of pay an additional 2.99 dollars per month
Today, Amazon is making another controversial decision, remove support for Dolby Vision and Dolby Atmos from basic Prime Video accounts; On compatible TVs and soundbars, these technologies significantly improve video and sound quality, respectively. In high quality productions, such as The Rings of Power
The worst of all is that Amazon made this change without informing consumers or the press; We had to wait for the American press to echo the discovery of the German media 4K movies, that an Amazon representative made a brief statement confirming the decision. To add to the confusion, it appears the change doesn’t affect all content, and there are still some movies with Dolby Vision and Dolby Atmos on accounts that haven’t paid the extra.
It should be noted that all these changes They have not yet arrived in Europe, but they will arrive in the future, likely throughout 2024. Amazon first implemented ads in accounts in the US, UK, Germany and Canada, but Europe is in the next group to receive these changes, on a date to be determined. Meanwhile, Amazon was sued in California for running ads on Prime Video; The plaintiffs claim that the company deceived them, because when purchasing the Prime subscription there was no reference to the insertion of advertising in the content.
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