Amazon is pulling the plug on Freevee, its ad-supported free streaming service, marking the end of a journey that began in 2019 as IMDb Freedive. Rebranded multiple times—first to IMDb TV and then Freevee—the platform provided a mix of licensed movies, TV shows, and original content like Bosch: Legacy and the Emmy-winning Jury Duty. Now, Amazon is consolidating its streaming services into Prime Video to simplify its offerings.

Why is Amazon ending Freevee?

Amazon’s decision is rooted in streamlining its business strategy and reducing redundancy. Freevee functioned as a standalone app offering ad-supported streaming, but with Prime Video introducing its own ad-supported tiers in early 2024, the need for a separate Freevee service diminished. Running two platforms with overlapping content created customer confusion and additional costs, which Amazon is now working to resolve.

By folding Freevee’s content into Prime Video, Amazon aims to keep a free tier available while leveraging Prime Video’s infrastructure. This change allows the company to promote a three-tiered model: free ad-supported streaming, a base ad-supported subscription, and a premium ad-free option for $2.99 extra per month.

What happens to Freevee’s content?

Fans of Freevee need not worry about losing access to their favorite shows and movies. Much of the content, including popular originals, is already part of Prime Video’s library. Non-Prime members will still be able to watch a wide selection of free programming on Prime Video, including FAST channels (Free Ad-supported Streaming TV) and Amazon Originals like those produced by MGM Studios.

What’s next for Prime Video?

The move highlights Amazon’s efforts to grow Prime Video into a unified, all-encompassing platform. By absorbing Freevee, Amazon can better convert free viewers into paid subscribers, a strategy aimed at bolstering its competitive position against rivals like Netflix and Hulu. This simplification also allows Amazon to cut costs associated with promoting two brands while enhancing its advertising offerings.

When will Freevee shut down?

The exact timeline is unclear, but the shutdown is expected to be completed by mid-2025. The brand will be phased out gradually, with its features integrated into Prime Video in the coming months.

For viewers, this transition might feel bittersweet, especially for those who appreciated Freevee’s straightforward free access. But with Amazon promising that the “vast offering of free streaming content” will remain, it seems the spirit of Freevee will live on—just under a new name.