Amazon plans to discontinue its free streaming service, Freevee, in August 2025.

Freevee, launched in 2019 under IMDb, offered free, ad-supported content.

This included original series and select shows from Prime Video.

Amazon plans to merge Freevee’s content into Prime Video, available without a Prime subscription.

The move follows Amazon’s earlier announcement in November 2024 to simplify streaming access.

Prime Video is available as part of a US$15 per month Prime membership or as a standalone service for US$9 per month.

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🔗 Source: CNBC

🧠 Food for thought

1️⃣ Streaming service branding evolution reflects shifting ad strategies

Amazon’s decision to sunset Freevee continues its pattern of streaming service rebrandings, with the service having previously been called IMDb TV until April 2022 1.

The timing is strategic, coming just months after Amazon introduced ads to Prime Video in January 2024, creating a foundation for consolidating its ad-supported content offerings 2.

This consolidation follows Amazon’s earlier experiments with specialized content channels on Freevee, including partnerships with Fuse Media to target specific demographic segments like Black and Latino viewers 3.

Amazon’s innovative advertising approaches, including the 2022 introduction of virtual product placement technology that allows brands to be inserted into content after filming, show its commitment to monetizing free content 4.

The company’s strategic shifts reflect the maturing streaming industry where platforms are increasingly seeking to simplify user experiences while maximizing advertising revenue potential.

2️⃣ Free streaming platforms face consolidation amid price-sensitive market

The shutdown of Freevee as a standalone service reflects broader industry pressure as paid streaming services increasingly incorporate ad-supported tiers to capture price-sensitive viewers.

Amazon’s approach of maintaining free access to Freevee content through Prime Video without requiring a subscription acknowledges the continued importance of free streaming options in a market where live TV streaming services now cost $83-85 monthly, approaching traditional cable pricing 5.

This strategic pivot allows Amazon to preserve its free content library while creating opportunities to upsell viewers to Prime membership, which includes additional benefits beyond streaming at $15 monthly 2.

The consolidation represents Amazon’s response to a highly competitive streaming landscape where consumers face abundant choices, including specialized content offerings from services like Disney+ ($12.98 monthly) and budget options like Amazon Prime Video ($2.99 monthly in markets like Singapore) 6.

By maintaining a “Watch for Free” category within Prime Video, Amazon creates a clearer content pathway that could potentially reduce customer confusion while preserving access to its growing library of original programming 7.

Recent Amazon developments

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