Amazon's free ad-supported streaming service, Freevee, is heading for the exit. Just two years after its introduction, the service is set to be gradually discontinued, as confirmed by Amazon this week. Freevee, formerly known as IMDb TV, initially launched with the promise of providing users with access to various movies and TV shows at no cost. The decision to shutter this service ties back to the company’s desire to simplify its streaming offerings. With the recent popularity of Amazon Prime Video’s lower-cost ad-supported plan, Freevee no longer seems viable.
It’s important to note, though, this isn’t about completely pulling the plug on free streaming content. Instead, Amazon is integrating Freevee’s content directly with Prime Video, asserting users will still enjoy access to many of the same titles without needing to fork out for subscriptions. A spokesperson for Amazon explained, “To deliver a simpler viewing experience for customers, we have decided to phase out Freevee branding.” Essentially, the message here is: the content lives on, but it won't be branded separately as Freevee.
So what does all this mean for free streaming fans? For starters, Amazon is currently developing its “Watch for Free” feature, which is geared toward non-Prime members. This upcoming feature promises to deliver ad-supported movies and television series directly on the Prime Video platform. The goal here is to keep the broad selection of content accessible to all users, regardless of whether they have paid for Amazon Prime.
Interestingly, Freevee had distinguished itself as one of the few ad-supported platforms to thrive, joining ranks with other popular services like Paramount's Pluto TV and Fox Corp.'s Tubi. Amid the recent push for premium subscriptions, many experts believe there’s still potential for free ad-supported services, especially considering the growing trend of consumers tightening their budgets. Freevee's demise may inadvertently highlight the challenges facing services reliant strictly on advertisers.
Just last year, amid the pandemic, streaming services skyrocketed as audiences sought entertainment from home. Amazon introduced compelling originals through Freevee, with shows like the scripted comedy series Jury Duty and the procedural drama Bosch: Legacy, both of which garnered positive audience reception. Those favorites, along with a plethora of licensed content, will now be accessible directly via the revamped Prime Video, eliminating any need for separate branding or services.
Executives from Freevee won’t find themselves unemployed amid this transition. According to Amazon, they will be redistributed to various departments within the company. MGM Studios teams, who contributed to Freevee’s original programming, are also expected to shift focus toward creating content for Prime Video, ensuring none of the talent or creativity goes to waste.
While the formal end date for Freevee has yet to be announced, the consolidation is set to occur within the coming weeks. If you’re used to enjoying content through the Freevee app, now would be the time to take stock of your favorites before they officially move to the Prime Video library. The integration plan may simplify things for Amazon but could also change the way viewers consume content, particularly those accustomed to the distinct identity Freevee presented.
This reflects the broader trend where streaming giants are rapidly recalibrated their approaches to content delivery, all aiming to find the most enticing ways to attract viewers. The recent shift shows Amazon's commitment to streamlining their services and utilizing the most profitable advertising model, shifting the focus from separate ad-supported platforms to seamless content access within Prime Video.
So, what can viewers expect moving forward? With Freevee going away, there’ll still be plenty of options for grabbing free, ad-supported content directly from Prime Video. Amazon promises “select Originals from Amazon MGM Studios, various licensed movies and series, and a broad library of FAST Channels” will continue as users navigate the ad-supported feature, with or without the Prime subscription. It’s clear the focus is now on enhancing the viewer experience rather than cluttering it with multiple service names and tiers.
Whether this strategy will successfully woo Freevee’s dedicated user base remains to be seen. But Amazon seems confident, likely betting on their popular Prime service to be the hub for all this, as they seek simplicity and clarity for consumers. For now, as Freevee users transition to the new features, it seems like those accustomed to free content should remain hopeful, thanks to Amazon’s plans for maintaining access to various shows and movies without recurring subscription fees.
