Amazon has just confirmed that Freevee will disappear forever. In an “effort” to consolidate its Prime Video business, the free streaming platform no longer fits into Bezos’s plans, so starting in August, the service will no longer be available. Wait, and what about the content? Very simple, it will be transferred exclusively to Prime Video.
Amazon promises that these shows and movies will be “available without a subscription” (should we believe that?), but everything suggests that the real goal is to push more users toward its paid platform! Which, by the way, now includes ads unless you pay an extra monthly fee. (They sure know what they’re doing…)
This move comes at a time when Amazon Prime has surpassed 185 million subscribers in the U.S., and its advertising division has grown 17% year-over-year in just the first quarter of 2025! Still, the elimination of Freevee has caused frustration among users who preferred a 100% free option.
What is Freevee?
*Was. Amazon’s free platform, yes. Amazon had IMDb TV, which was rebranded as Freevee and offered series and movies for free (sorry if you’re just finding out now that it’s shutting down), funded by advertising.
Amazon centralizes everything in Prime Video
Removing Freevee is not just a technical decision, but a bet on content control and “user experience.” Amazon justifies it by saying it will offer a more “simple” experience, but we know the goal is to make money, it’s capitalism, folks!
What will happen to Freevee’s catalog?
Freevee’s content, meaning its original series and the most popular movies, will remain available, but now exclusively through Prime Video.
For now, Amazon says no subscription will be required to watch them, but users will have to accept ads unless they pay an additional $2.99 per month to remove them. This strategy follows the path already taken by other platforms like Disney+ or Netflix, yes, you pay for a service but still get ads.
Advertising takes over streaming
We’re not exactly sure when it became normal to pay for a streaming platform and then pay more to skip ads, but Amazon isn’t the only one doing it. Since ads were introduced on Prime Video in 2024, the average ad time has gone from three minutes per hour to over six minutes, you might be better off watching regular TV, which might even have fewer ads.
A model that generates revenue, but happy users?
This new model has allowed Amazon to increase its ad revenue by nearly 17% year-over-year, and after seeing those numbers, it makes sense that the company wants to monetize every second users spend on its platform.
But complaints have continued, even leading to a class-action lawsuit because people are already paying for the service (and quite a lot) only to have to pay more to avoid ads. It’s a pretty shady tactic, Amazon.
And now?
Amazon will have to retain users from the free service, while other platforms (like PlutoTV and Tubi, though we didn’t name them) are capturing much of Freevee’s audience. It’s understandable, not everyone wants to pay for a service, especially when it used to be completely free!
Also, 42% of Americans watch TV through free services, and making users pay will only push them to another platform (as is already happening) or even to piracy (though we didn’t say that either).
Freevee is gone for good, and with it, many users frustrated with Amazon. A strategy aimed at strengthening Prime’s power and boosting ad revenue… but one that hasn’t gone over well with its users. Will the retail giant survive this “misstep”?
BREAKING: Amazon is shutting down the Freevee app this August.
All Freevee content including free, ad-supported shows and movies will be available on Prime without a subscription. The service, launched in 2019 underneath IMDb, the film and TV site Amazon bought in 1998. pic.twitter.com/HHtZ9ideXu
— The Executive Report 👔 (@Exec_report) July 2, 2025