For users who prefer watching films and shows in their original languages, Prime Video is starting to feel more like a battle than a binge.
The issue? If you select a particular audio language while watching one show, say, Hindi, it quietly sets that as the default for all your future viewing. So when you hit play on a new movie that was originally in Korean, Tamil, or Japanese, you’re suddenly hearing dubbed audio instead of the original, without being asked.
This may sound minor, but it’s not.
OTT platforms are all about choice. And Prime Video, especially on Fire TV, is taking that choice away by assuming the viewer always wants dubbed content once they’ve used it once. For cinephiles and language purists, it means the joy of original performances is often lost, unless you remember to manually change the setting every single time.
It’s not just inconvenient, it’s unnecessary. The Fire TV app should, at the very least, offer users an option to set separate defaults for each title or allow them to choose their preferences globally with more flexibility.
Right now, it feels like Prime is choosing for the viewer. And in a platform designed around personalisation, that’s a serious design flaw.
Fixing this isn’t rocket science, it’s basic user experience.