Amazon Prime Video’s decision to remove Dolby Vision HDR and Dolby Atmos from its ad-supported tier has not only upset its subscriber base but has also led to a class action lawsuit seeking at least $5 million in damages. The suit, filed in California federal court, centers around the company’s recent policy shift, which has been characterized by many as a bait-and-switch tactic.
On January 29, Amazon implemented a policy to include “limited advertisements” in its Prime Video service. The move was described as a means to invest “in compelling content and keep increasing that investment over a long period of time.” However, in conjunction with this change, Amazon also instituted a paywall for high-quality viewing features; subscribers who do not upgrade to an ad-free account, which incurs an additional $3 per month fee, lose access to Dolby Vision and Dolby Atmos capabilities.
Forbes, after conducting streaming tests with Jack Ryan on a supporting TV, noted that the boxes overlaid on top of the video confirming that Dolby Vision and Atmos are enabled were missing when they used an ad-supported account. Meanwhile, ad-free accounts continued to enjoy these features as usual.
The class action asserts that Amazon’s amendments to its service have deceived consumers and are in violation of consumer protection laws. The complaint points out that Amazon Prime subscribers who paid for an annual subscription did so with the understanding that they would receive an ad-free viewing experience, including access to Dolby features.
The issue at hand is not only the loss of Dolby Vision and Atmos but also the manner in which Amazon communicated these changes—or, more accurately, failed to. There was no advance notice provided to consumers regarding the diminished service, and when the absence of these features was noticed, Amazon’s response was lackluster.
Amazon’s spokesperson confirmed, “Dolby Vision and Dolby Atmos capabilities are only available on the ad free option, on relevant titles.” This has led to criticism and the use of the term “enshittification,” to describe the practice of companies degrading their services over time while extracting more money from consumers for features that were previously standard.
Most Prime Video viewers are Amazon Prime members, which is priced at $14.99 per month or $139 per year for annual payment. Alternatively, Prime Video can be accessed as a standalone subscription for $9.99 per month. Additionally, subscribers can opt for a $12.99-per-month plan to enjoy Dolby Vision HDR or Dolby Atmos surround sound features. On January 29, ads were introduced across basic Prime Video subscriptions in the United States.
For comparison, Disney+ is priced at $9.99 with ads, while Netflix offers a $6.99-per-month plan with ads, albeit with content streamed in 1080p. Conversely, an Apple TV+ membership now costs $9.99, up from the previous $6.99. Apple announced this increase on October 25, with no restrictions on streaming quality.
Relevant articles:
– Amazon Prime Video won’t offer Dolby Vision and Atmos on its ad-supported plan | The company is now facing a lawsuit over its decision to charge $3 more for ad-free viewing.
– Prime Video quietly cuts Dolby Vision and Atmos support unless you pay its new upgrade fee, TechRadar, Tue, 13 Feb 2024 11:54:56 GMT
– Amazon Prime Video’s Ads Tier Loses Dolby Vision HDR and Dolby Atmos, MacRumors, Tue, 13 Feb 2024 11:23:37 GMT
– Amazon is being sued after including ads in Prime Video, The Shortcut, Tue, 13 Feb 2024 10:26:35 GMT