How Amazon Prime Video’s Controversial Change Is Driving Members Away
Amazon Prime Video has recently made a controversial change in its service, leading to a surge in subscription cancellations. Earlier this year, the e-commerce giant introduced ads on its Prime Video platform, prompting backlash from loyal customers.
Outrage Over Ads and Subsequent Subscription Cancellations
Many Amazon Prime Video users expressed their discontent regarding the addition of advertisements. The only way to eliminate these ads is to upgrade to a higher ad-free tier, costing an additional $2.99 / £2.99 per month. This decision did not sit well with subscribers, with some referring to it as “insane.”
Individuals took to platforms like Reddit to vent their frustrations, with one user criticizing the move, stating, “This is not only about the quality of Prime Video but also the disrespect shown to subscribers that have to waste time watching garbage ads.” Another disgruntled user mentioned canceling their subscription immediately after encountering their first ad, emphasizing their disdain for unskippable ads.
Backlash And Responses From Disappointed Customers
The introduction of ads on Prime Video led to significant backlash, with long-time customers expressing their disappointment and ultimately deciding to cancel their subscriptions. One user mentioned ending their more than 10-year association with Amazon due to the ad inclusion, turning to other platforms like Apple TV for content. Another loyal customer highlighted the lack of respect shown to dedicated subscribers, leading them to cancel their membership.
Criticism Over Ad Frequency and Content Accessibility
Aside from the extra cost of removing ads, Amazon Prime Video users also criticized the quantity and duration of the commercials. Many viewers were irked by the frequency of ad breaks during their viewing experiences, with some calling it “infuriating and unwatchable.” The dissatisfaction with the ads culminated in equating the experience to “robbery,” emphasizing the value of time wasted on unwanted advertisements.
Additional Changes Impacting Subscriber Experience
In addition to the ad controversy, Amazon recently made changes to Prime Video features, limiting access to Dolby Vision HDR and Dolby Atmos surround sound to ad-free subscribers. This decision further irked users who were accustomed to these premium features, highlighting the additional fees required to enjoy enhanced video and audio quality.
Despite the negative reactions to these changes, Amazon defended its decision by stating that the introduction of ads would finance high-quality content for Prime Video users. The company’s vice president of Prime Video, Jay Marine, reiterated the focus on customer satisfaction and content investment to enhance the overall service for Prime members.
Ultimately, the controversial move to include ads on Amazon Prime Video has ruffled feathers among subscribers, leading to a growing wave of cancellations in protest against the shift in the platform’s viewing experience.