Soon after introducing ads in the video playback experience of users in the US, the company is now trimming a feature from the ad-laden tier. According to a German outlet 4K Filme, the firm has now revoked access to Dolby Vision HDR and Dolby Atmos for users. This comes days after the platform started infusing ads in the video viewing experience of subscribers starting January 29 in select regions.
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For subscribers who wish to gain back access to the capabilities of Dolby, they must subscribe to the $2.99/month plan, which also comes with zero ads promise. The news outlet first discovered the change across a range of smart TVs and the switch to HDR10 and Dolby Digital 5.1 compared to the previous offering. The company’s spokesperson Katie Barker confirmed the move to The Verge.
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“Dolby Vision and Dolby Atmos capabilities are only available on the ad free option, on relevant titles,” Barker said. Amid the price hikes by other OTT players, this seems a different strategy of shifting benefits to a new add-on tier and allowing subscribers to pay for the plan to claim back those benefits.
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The ad-free plan for Prime Video is now live in the US. (Image:Unsplash)
Apart from the overarching Amazon Prime Plan, subscribers in the US can opt for the Prime Video $8.99/month plan and add the $2.99 add-on to enjoy an ad-free experience and Dolby capabilities. This could be an attempt to save some profits by omitting the fees otherwise paid to Dolby Laboratories.
Meanwhile, the change comes after Amazon announced in September 2023, that this year it will serve limited ads in Prime Video movies and shows. However, readers must note that the company has not shared any updates about the entry of ads or exit of Dolby features in India. The ad-free plan is now live in the US.
