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Amazon shuts down Freevee streaming service

FAST channel will close down in weeks as the tech giant focuses on its ad-supported tier on Prime Video instead.

Robin Langford

November 18, 2024

2:05 pm

Credit: Getty Images / Vivien Killilea

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Amazon is to shut its ad-supported streaming service Freevee after five years, with content from the platform moving to the Prime Video brand.

Freevee is expected to be phased out in the next few weeks.

Launched back in 2019, Freevee worked as a free ad-supported TV (FAST) channel, featuring shows that had originally premiered on the then ad-free Amazon Prime Video.

Over time, Freevee also developed its own content such as Bosch: Legacy, Judy Justice, and the reboot of the Australian soap Neighbours.

An Amazon spokesperson said: “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.”

‘Watch for free’ model to continue

The move comes as new data from Kantar reviews that Disney+ topped UK streaming subscription growth for the second successive quarter. Among all the major streaming services, Prime Video had the biggest number of new subscribers on an ad-supported tier.

Freevee will be phased out over the coming weeks in the US, UK, Germany, and Austria, but viewers should still be able to find Amazon Freevee content on Prime Video, identifiable by the label ‘Watch for Free’ in the Prime Video app.

In a statement provided to Variety, an Amazon spokesperson 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 channels and the complete Amazon Freevee content offering.

“To deliver a simpler viewing experience for customers, we have decided to phase out Freevee branding.”

This story first appeared on Performance Marketing World.

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