Amazon has announced that it will no longer be providing Dolby Vision HDR and Dolby Atmos surround sound as part of the regular Amazon Prime Video subscription. This decision has been met with disappointment by many subscribers. The company’s choice to start including ads in the service from January 29th has also caused frustration amongst users.

The revelation initially surfaced when users of smart TVs from Sony, LG, and Samsung noticed that their devices were now displaying content in the HDR10 format with Dolby Digital 5.1 surround sound, rather than the higher-fidelity options they had previously enjoyed. Confusion and speculation ensued, as subscribers wondered whether this was an intentional change or a technical glitch.

Addressing the matter directly, Katie Barker, an Amazon spokesperson, confirmed that the decision was deliberate. “Dolby Vision and Dolby Atmos capabilities are only available on the ad-free option, on relevant titles,” she stated.

This announcement has left many Prime Video customers grappling with a difficult choice: either continue with the standard subscription and accept the loss of premium audio and video features or pay an additional $2.99 per month to remove advertisements and regain access to Dolby Vision and Dolby Atmos.

While price hikes have become increasingly common in the streaming video landscape, with Netflix now charging $22.99 a month for its 4K tier, Amazon’s pricing structure presents a unique challenge for comparison. Prime Video is available as an $8.99-per-month standalone subscription, meaning that adding the $2.99 ad-free tier effectively results in a 28 percent price increase.

For those who prefer to watch with advertisements, Prime Video’s $8.99-per-month cost is a dollar less than Disney Plus’s ad-supported tier at $9.99 per month. Netflix, on the other hand, currently offers its 1080p service with ads at $6.99 per month.