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Amazon has announced that it will shut down its free streaming service, Freevee, this August, with all content set to be migrated to its subscription-based platform, Prime Video. However, the company will continue to offer select shows and movies for free—without requiring a subscription—in order to maintain its competitive edge in the ad-supported streaming market.
Freevee, originally launched under the IMDb brand as IMDb Freedive in 2019, was rebranded in 2022. The platform offered ad-supported, free streaming content in partnership with studios such as Warner Bros., Sony Pictures, and MGM, and included select titles from Prime Video as well as original programming like Bosch: Legacy and the reality series America’s Test Kitchen: The Next Generation.
The decision to integrate Freevee into Prime Video appears to be driven not only by intensifying competition in the global streaming landscape but also by Amazon’s ongoing efforts to streamline and consolidate its media operations. By unifying its offerings under a single platform, Amazon aims to boost viewership and, in turn, maximize advertising revenue opportunities.
Following the discontinuation of Freevee, existing users will still be able to access ad-supported content via Prime Video. However, at present, Amazon’s ad-supported streaming is only available within the United States, meaning this feature will remain inaccessible to users in other regions for the time being.
Amazon’s move reflects a broader industry trend, with platforms like Netflix and Disney+ also introducing ad-supported subscription tiers in recent years. These offerings aim to retain existing users while attracting new ones through lower pricing, leveraging advertisements to offset content delivery costs.
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