Amazon phases out Freevee streaming service, integrates content into Prime Video

Amazon announced on November 12, 2024, the shutdown of Freevee, its free ad-supported streaming service, marking a significant change in its streaming strategy just under five years after the platform's launch. The tech giant plans to integrate all Freevee content into Prime Video over the coming weeks, maintaining free access for non-Prime members through a new "Watch for Free" section.

According to an Amazon spokesperson speaking to Variety, the decision aims to streamline the viewing experience. "To deliver a simpler viewing experience for customers, we have decided to phase out Freevee branding," the spokesperson stated. The integration will affect all markets where Freevee currently operates, including the United States, United Kingdom, Germany, and Austria.

The service, which debuted in January 2019 as IMDb Freedive before rebranding to IMDb TV and later Freevee, had built a substantial content library. Notable original productions included the Emmy-nominated reality comedy "Jury Duty," crime drama "Bosch: Legacy," Australian soap "Neighbours," and "Judy Justice" featuring Judge Judy Sheindlin.

According to Bloomberg, Amazon plans to relocate Freevee employees and programming to Prime Video. The transition comes with specific requirements, as some shows must remain free due to contractual obligations. Amazon has confirmed it is developing solutions to continue offering this content through its main website.

The move follows Amazon's recent introduction of advertising on Prime Video, which launched in January 2024. Prime Video subscriptions currently cost $14.99 monthly for an ad-supported version, with an option to upgrade to an ad-free experience for an additional fee.

The consolidation reflects broader changes in Amazon's entertainment strategy under CEO Andy Jassy, who assumed leadership in 2021. According to Bloomberg, Jassy has implemented cost-cutting measures across various initiatives, including the company's devices business and Amazon Studios.

For viewers, Amazon maintains that the transition will not impact content accessibility. All previous Freevee content will remain available through Prime Video, with non-Prime members retaining access to free, ad-supported content. This includes select Amazon MGM Studios originals, licensed movies and series, and FAST (Free Ad-Supported Television) channels.

The shutdown announcement comes after earlier speculation about Freevee's future. In February 2024, Amazon had denied reports suggesting the service would end in the second quarter of 2024, stating at the time that "Amazon Freevee remains an important streaming service."

Free ad-supported streaming services have gained significant traction in recent years, with platforms like Fox Corporation's Tubi, Paramount Global's Pluto TV, and Roku's Roku Channel demonstrating strong growth. These services typically offer older movies and TV shows, though maintaining fresh programming can present financial challenges for operators.

The integration of Freevee into Prime Video aligns with Amazon's broader strategy to consolidate its entertainment offerings under a single brand. This restructuring follows other recent Prime Video enhancements, including a platform redesign implemented in summer 2024 and the introduction of new features such as AI-powered X-ray recaps.