Amazon is to close down Freevee, its free ad-supported video streaming (FAST) platform, and to fold its content into its Prime Video service.
Freevee originally launched through Amazon-owned IMDb in 2019 as IMDb Freedive before being rebranded a few months later to IMDb TV and then to Freevee in 2022.
The service greenlit some of its own original content such as Bosch: Legacy and Jury Duty, and also revived cult Australian soap Neighbours.
Freevee will reportedly be phased out over the course of several weeks. Its role in Amazon’s stable had grown increasingly unclear after Prime Video introduced advertising this year.
In a statement provided to Variety, an Amazon representative said: “We have built Prime Video into a first-stop entertainment destination where customers can personalize 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.”
The Amazon spokesperson continued: “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.”
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