Dolby Vision, Atmos Adoption Continues to Rise in 'Virtuous Cycle': Colliers

Colliers' Steven Frankel referenced rising adoption of Dolby Vision vs. a “paucity of newly produced streaming content available in HDR10+,” in a Monday investor note. Netflix, Apple and Disney have “standardized around Dolby Vision,” said the analyst. Several product announcements over the past few months underscore Dolby’s “virtuous cycle,” where broader adoption of Vision and Atmos is leading to more content supporting these formats, in turn driving more device adoption, Frankel said. He highlighted Hulu’s app upgrade with several originals in Vision, including The Handmaid’s Tale. Vimeo is the first service to enable consumers to host, share and playback videos in Dolby Vision, he noted. In device support, Sonos upgraded the Beam sound bar, adding Atmos at the entry level, Xiaomi’s 11 Lite 5G NE smartphone has Vision playback, and the Apple 12 and 13 iPhones can record and play back in both Dolby formats. Amazon threw its weight behind Dolby, too, integrating Vision and Atmos in the Fire TV Stick 4K Max and Vision in the top-end models of its upcoming Omni series of TVs, currently on preorder. An HDR10+ spokesperson emailed Monday that most Hulu Original titles are available in both HDR10+ and Dolby Vision and that content from Amazon Prime Video is in HDR10 with HDR10+ metadata.