It’s official – Amazon’s free streaming service Freevee is shutting down.
But before you worry about losing access to shows like Neighbours and Bosch: Legacy, there’s good news: all content will simply move to Prime Video, where it will remain free to watch without a subscription.
However, while Amazon promises to keep the content free, the decision to kill off their dedicated free streaming brand still raises questions about their long-term commitment to non-paying viewers.
The End of Freevee’s Journey
This announcement confirms earlier rumours from February 2024, when we reported on speculation about Freevee’s potential shutdown.
At that time, Amazon strongly denied these claims, telling Cord Busters that “Freevee remains an important streaming offering” and that no changes were planned.
That, however, has now changed.
Freevee, which launched in the UK following its rebranding from IMDb TV in 2022, has been a major player in the free streaming arena.
Unlike Amazon’s Prime Video, Freevee has been completely free to watch, requiring only a basic Amazon account – no Prime subscription needed.
The service made its mark by offering a mix of older TV shows, films, and original content, all supported by regular ad breaks.
In the UK, Freevee made headlines by becoming the exclusive home for the reboot of the beloved Australian soap Neighbours, which had previously ended its run on Channel 5.
This was a significant coup for the streaming service, bringing with it a dedicated audience and demonstrating Amazon’s commitment to investing in content specifically for the free platform.
The service has also been home to original shows like Bosch: Legacy and the Emmy-nominated Jury Duty, alongside popular library content from studios like NBCUniversal and MGM, as well as classic British shows such as Skins.
Over time, Freevee has expanded its offering in the UK to include FAST channels (Free Ad-Supported Television), providing linear-style streaming channels dedicated to specific shows or genres.
However, with the introduction of adverts to Prime Video in January 2024, the distinction between the two services began to blur, likely contributing to today’s announcement.
What This Means for UK Viewers
The good news for viewers is that all Freevee content will remain free to watch – it’s just moving house.
According to Amazon’s spokesperson, who spoke to Deadline:
“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.”
This means popular shows like Neighbours, Bosch: Legacy, and Jury Duty will continue to be available without a Prime subscription.
The content will simply be labelled as “Watch for Free” on Prime Video’s detail pages.
Looking Ahead
This consolidation marks the end of an era for Freevee, which began life as Freedive in 2019 before becoming IMDb TV and finally Freevee.
While some might miss the dedicated app, the move should ultimately make things simpler for viewers – offering one destination for both free and premium content.
The timing is particularly interesting, as free, ad-supported streaming services (also known as FAST services) are experiencing a surge in popularity.
We’ve seen this recently with Tubi’s return to the UK market, and services like Pluto TV and ITVX’s free tier continuing to attract viewers who are looking to reduce their streaming costs.
However, as more players enter this increasingly crowded space, competition for viewers’ attention (and advertisers’ budgets) is becoming fiercer.
Amazon’s decision to fold Freevee into Prime Video likely stems from a desire to streamline their offerings and strengthen the Prime Video brand as a one-stop shop for both premium and free content.
While Amazon has promised that Freevee’s original content will continue to be produced and remain free to watch, the loss of a dedicated free-content brand raises questions about their long-term commitment to producing original shows for non-paying viewers.
After all, without a standalone service to promote, there might be less incentive to invest in expensive original productions that don’t directly drive Prime subscriptions.
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I guess this was somewhat inevitable after Amazon introduced adverts to the standard Prime membership, with a new premium added for those wanting to avoid the ads.
Hopefully this change will make it easier for streaming search engines to pick up these programmes, as previously Freevee content wasn’t shown as being available to watch anywhere with some search sites.
My wife and I were watching Parks and Recreation on Freevee and were in the middle of the sixth series when all of a sudden Amazon, without so much as a please or thank you, demanded money. Er… no, we already pay for Amazon Prime, which the TV side of things is part of, and we won’t be squeezed for more.
After a lot of hoking about we found the series on ITVX, for free but with lots of irritating adverts. We just turn the sound off or go and stick the kettle on until they’re over.