Promotion instead of quality? Amazon Prime Video’s new strategy

Unexpectedly, Amazon Prime Video has introduced advertising on the platform, but that’s not all. Along with the ads comes a limitation in the audiovisual quality for those who do not opt ​​for an additional subscription. Dolby Vision high definition and Dolby Atmos surround sound are reserved for those willing to pay a bit more. Legitimate strategy or a downward spiral?

As of February 5, 2024, Amazon Prime Video has gone beyond simple ad inclusion. At first glance, advertising may seem like the only significant change, but a deeper look reveals a strategy that could change how we consume digital content. The decision to limit access to technologies such as Dolby Vision HDR and Dolby Atmos 3D-Sound for an additional “subscription” has surprised many. Without this addition, users will have to settle for a reduced audiovisual experience: 4K resolution, HDR10 and Dolby Digital 5.1.

The silence of the Amazon

The lack of official communication about these changes from Amazon has done its own investigation, after the reader’s opinion put us on the road. Testing devices from Sony, LG and Samsung confirmed our suspicions: Amazon Prime Video quietly changes the quality level of the ad-supported service, turning Dolby’s premium features into the background unless you pay extra.

This approach has generated confusion and criticism, particularly because it is presented without transparency. In addition to being more expensive, the ad-free option is also advertised in the app in a way that some may consider invasive, with pop-ups and featured slots constantly inviting the user to sign up for additional services. Therefore, the Amazon platform joins the platforms that offer two types of subscriptions, one with advertising (more limited) and the other without advertising (high quality), although there is no advertising at the beginning of each movie or series, they always sneak in the duty of one of the products in the promotion.

Innovation or flaw?

This change in Amazon Prime Video’s service policy not only reflects a business strategy that seeks to generate more revenue for the platform through advertising and additional subscriptions, but also raises questions about the future of digital content consumption. Is it fair to limit audiovisual quality to those who choose not to pay extra?

The decision is not only among consumers, but also in organizations such as the Verbraucherzentrale (Consumer Protection Centre), which is evaluating this practice as a hidden price increase. This move by Amazon is not only an adaptation to market demands, but is seen as a pressure that could set a serious precedent in the industry.

Between experience and price: a difficult balance

Ad integration, far from being a necessary evil to deliver “more and better content,” appears to be a well-coordinated strategy to increase revenue at the expense of user experience. With this difference in quality and without ads, Amazon Prime Video enters delicate territory, where the line between offering options and forcing users’ hands is blurred.

This situation leads us to consider the value of user experience compared to revenue generation strategies. Are we willing to sacrifice quality for price, or is it time to reassess our priorities as consumers? The answer to this question may define the future of streaming as we know it.