Prime Video cuts Dolby Vision, Atmos support from ad tier–and didn't tell subs
Amazon has removed Dolby Vision HDR and Dolby Atmos audio from its new ad-supported Prime Video tier, after already adding ads to a service many users believed they were paying to keep ad‑free. Commenters see the move as part of a broader “enshittification” and price-segmentation trend in streaming, where features are quietly stripped to push customers into higher-paid tiers while services hunt for profitability. Many say this has prompted them to cancel Prime altogether, citing declining shipping value, weak or uneven video catalogs, and eroding trust in Amazon’s overall offering.
Overall reaction to Dolby Vision/Atmos removal
- Many see this as another step in Prime Video’s “enshittification,” following the recent switch to an ad-supported default tier.
- Several commenters cancelled Prime (or plan to) specifically because of ads, reduced quality, and mid-contract feature removal.
- Some argue this is “normal segmentation” (cheaper tier = fewer features); others emphasize this is removing features from an existing subscription, not just adding a cheaper plan.
Perceived motives: licensing, not bandwidth
- Multiple comments suspect Dolby licensing fees (Dolby Vision/Atmos) are the main cost driver, not bandwidth or storage.
- A few find it “amusing” to think bandwidth would matter for a company that runs AWS.
- One comment frames this as a bet: fewer people will cancel than the money saved on licenses, and the paid upsell tier can later be made more expensive.
Audio tech, actual usage, and value
- Several doubt most viewers even have Atmos-capable or proper 5.1 setups; many use TV speakers, phones, or basic soundbars.
- There’s debate over whether Atmos adds much beyond 5.1; some find height channels only marginally useful except for action/weather scenes.
- Others with full Atmos systems report clearly better sound, and are especially annoyed by the downgrade.
- Confusion exists about different Atmos formats (lossless TrueHD on discs vs compressed streaming via Dolby Digital Plus).
Prime membership value beyond video
- Many say Prime shipping no longer reliably means 1–2 day delivery; experiences described as “eventual” and inconsistent.
- Extra charges or delays for secure delivery options (e.g., in-garage) are seen as nickel-and-diming.
- Some conclude free shipping on larger non-Prime orders is “good enough,” making the membership fee unjustified.
Prime Video content and UX
- Opinions on Amazon originals are polarized: some call the catalog terrible; others praise specific shows (e.g., The Boys, Reacher, Patriot, The Expanse, Clarkson’s Farm, Mrs. Maisel, etc.).
- App UX is widely criticized: cluttered interface, poor language/subtitle handling in some regions, and pre-roll promos.
- One often-praised feature is “X-Ray” (actor/trivia overlay), which some wish other services copied.
Broader streaming and market concerns
- Several see the move as part of a wider industry shift from generous, ad-free, high-quality streaming to ad-filled, lower-quality tiers after years of cash burn.
- Some view Prime Video (and tech giants’ studios generally) as cross-subsidized by other business units, raising concerns about market power, bundling with devices/platforms, and barriers to entry.
- A minority argue that, compared to bigger corporate harms, this specific change is a relatively small issue.