As of a few weeks ago, Amazon Prime Video now includes limited advertisements for some content. Subscribers can opt for an ad-free experience through an additional subscription. Prime Video’s previously ad-free service now includes ads for specific content. To maintain an uninterrupted viewing experience, users can subscribe to an ad-free tier.
Initially reported by 4K Filme and confirmed by Forbes, Prime Video removed access to Dolby Atmos and Dolby Vision for subscribers on their new ad-supported tier. This means you can no longer enjoy the enhanced audio and visual quality typically associated with these technologies on select movies and shows, even though you have a Prime membership.
What this means:
This move creates a two-tier system within Prime Video, limiting access to premium viewing experiences based on whether you tolerate ads. Some might see it as a strategic push towards promoting the ad-free option, while others view it as a concerning trend of downgrading free features.
If you have an ad-free Prime Video subscription, you will continue to see the familiar “Dolby Vision HDR” and “Dolby Atmos” notifications when watching compatible content. However, if you opted for the cheaper, ad-supported tier, your screen will remain eerily silent on the Dolby front, even for previously advertised content supporting these formats.
