Amazon has announced a significant change to its Prime Video subscription model, effectively placing 4K Ultra HD (UHD) streaming behind a new, higher-priced tier. This move, which begins rolling out in the US on April 10th, will require users who want to watch content in the highest resolution to pay an additional monthly fee.

The new tier, reportedly called Prime Video Ultra, represents an increase in cost compared to the standard ad-free Prime Video option. Subscribers will now need to pay an extra $5 per month, bringing the total cost higher than before. Previously, the ad-free option only cost an additional $3 per month.

So, what do you get for the extra cost? Beyond access to 4K UHD streaming, the Prime Video Ultra subscription also offers some expanded features. Download capacity is reportedly increased, allowing users to download more content for offline viewing – going from a previous limit of 25 downloads to a new limit of 100. Furthermore, the number of concurrent streams has been increased, from three to five. This could be a significant benefit for larger households with multiple users accessing Prime Video simultaneously.

However, the most controversial aspect of this change is the removal of 4K streaming from the standard Prime Video tier. Even existing Amazon Prime members, who already pay either a monthly or annual fee for the benefits of Prime membership (which includes access to Prime Video with ads), will now be limited to 1080p resolution for their streaming content unless they upgrade to the Prime Video Ultra subscription. This means that even though users are paying for Amazon Prime, access to the highest quality video content will require an additional outlay. Amazon is including Dolby Vision support for the new tier.

The decision has already sparked considerable debate online, with many users expressing frustration at having to pay more for a feature that was previously included in their existing Prime membership. The value proposition of the "Ultra" upgrades – the increased download capacity and concurrent streams – will likely vary from user to user. For those who frequently download content for travel or have multiple family members streaming at the same time, the extra cost may be justifiable. However, for those who primarily stream content at home and don't require the additional features, the price hike for 4K streaming may be a tough pill to swallow.

This change reflects a growing trend in the streaming landscape, with companies increasingly exploring different subscription tiers and pricing models to maximize revenue. It remains to be seen how this decision will impact Amazon Prime Video's subscriber base and whether competitors will follow suit with similar changes to their own streaming services. Ultimately, consumers will need to weigh the costs and benefits of the new Prime Video Ultra subscription to determine whether it's worth the upgrade for access to 4K UHD content.