Amazon has announced that it is shutting down Freevee, its ad-supported video streamer.
Freevee was originally launched back in January 2019 under the ‘IMDb Freedive’ name and then was later rebranded as ‘IMDb TV’ in June 2019.
Freevee will be phased out over the next several weeks, Bloomberg report. Content that had been on the service will now be moved to Amazon’s Prime Video.
In a statement provided to Variety, a representative for Amazon said: “We have built Prime Video into a first-stop entertainment destination where customers can personalise their viewing experience by streaming exclusive Prime member entertainment produced by Amazon MGM Studios, licensed movies and series, content from other services as an add-on subscription, live sports, blockbuster movies and series to rent or buy, FAST [free, ad-supported streaming TV] channels and the complete Amazon Freevee content offering.
“To deliver a simpler viewing experience for customers, we have decided to phase out Freevee branding. There will be no change to the content available for Prime members, and a vast offering of free streaming content will still be accessible for non-Prime members, including select originals from Amazon MGM Studios, a variety of licensed movies and series, and a broad library of FAST channels — all available on Prime Video.”
Original series on Freevee included Jury Duty, Bosch: Legacy, Neighbours and Alex Rider.
Back in February, Amazon denied that its free, ad-supported streaming service Freevee would be shutting down, despite reports to the contrary.
Adweek first reported that Amazon was planning to scrap the free service in the coming weeks, as part of a “broader effort to focus its advertising and product efforts on Prime Video”.
The report came after Amazon Prime Video automatically downgraded subscribers to an ad-supported tier in late January, forcing customers to spend an additional $2.99 per month to stay ad-free.
A “source familiar with the matter” told Adweek that the decision to inject ads into Amazon Prime Video signalled the end of Freevee. Another source added: “Freevee is not long for this world.”
However, in a statement provided to Deadline at the time, Amazon denied that any changes to Freevee were imminent.
“There are no changes to Freevee,” said a spokesperson for the streamer earlier this year. “Amazon Freevee remains an important streaming offering providing both Prime and non-Prime customers thousands of hit movies, shows, and originals, all for free.”
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