Amazon Prime Video makes Dolby Vision HDR and Atmos exclusive to ad-free tier

Amazon Prime Video has made Dolby Vision HDR and Dolby Atmos surround sound exclusive to its ad-free tier, costing an additional $2.99 per month in the US. This change follows the platform's introduction of ads on January 29.

The shift was first noticed by 4KFilme when their smart TVs began displaying content in HDR10 with Dolby Digital 5.1, instead of the previously available higher fidelity options. This was confirmed on TVs from LG and Sony. Forbes also verified this using a TCL TV.

While Amazon has not provided an explanation for this feature removal, it could be an attempt to reduce licensing fees paid to Dolby Laboratories. Alternatively, Amazon might be aiming to promote HDR10+, a free and open competitor to Dolby Vision.

Prime subscribers who pay $15 a month for free shipping benefits will now face an additional 18% cost to access Dolby Vision and Atmos content without ads. Standalone Prime Video subscribers paying $8.99 per month, who add the $2.99-per-month ad-free option, will see a 28% price increase.

This decision by Amazon highlights an ongoing trend of price increases in the streaming video industry.