Amazon is pulling the plug on Freevee – its free, ad-supported streaming TV service that launched in 2019. An in-app message warns that the standalone Freevee app “will be accessible until August 2025”, effectively ending the platform next month. For millions of viewers who relied on Freevee to stream thousands of movies, shows and even live TV channels at no cost, the shutdown comes as a shock – and a disappointment.
But this abrupt move by the retail giant isn’t just a one-off change – it signals a larger shift in Amazon’s streaming strategy that could affect how you watch.
Why Amazon Is Pulling the Plug
Amazon’s official reasoning for closing Freevee is to streamline and simplify your viewing experience. The company said it wants to “deliver a simpler viewing experience for customers” by consolidating everything into one platform. In fact, Amazon revealed last year that it planned to “phase out Freevee branding” and fold the free service into Prime Video, assuring users that no content would be lost.
This strategy isn’t just about convenience – it also aligns with Amazon’s push to unify content and boost advertising revenue on Prime Video.
What Freevee Users Need to Know
If you’re a Freevee user, don’t panic – you won’t lose access to your favorite free shows and movies. Amazon’s notice in the Freevee app makes it clear that Prime Video is now “the new exclusive home” for all Freevee TV shows, movies and live channels. Users are told they can “continue watching your favorite Freevee Originals and our library of hit movies, shows, and live TV on Prime Video for free, no subscription needed”.
The Freevee app will go dark in August, so make sure you’ve downloaded Prime Video and logged in before then.
Beloved Freevee Shows Will Live On
The good news is that Freevee’s most popular content isn’t disappearing – it’s just moving under the Prime Video umbrella. The ad-supported service built up a “plethora of movies, television shows and 24/7 entertainment channels,” not to mention original series like the Emmy-winning comedy “Jury Duty” and the “Bosch” spinoff “Bosch: Legacy”.
Fans of those Freevee Originals can rest easy knowing Amazon will continue offering them on Prime Video, still free to watch with ads.
Prime Video Embraces Ads, Even for Subscribers
Amazon’s decision to fold Freevee into Prime Video comes as it doubles down on advertising across its streaming platform. Even Amazon’s paying customers have started to see changes: since early 2024, Prime Video has begun showing ads to all Prime subscribers by default, unless they pay an extra $2.99 per month for an ad-free plan.
This move caused a stir among Prime members who were used to an ad-free experience. Now, with Freevee’s content merging in, Prime Video will effectively offer two tiers side by side.
Amazon’s Advertising Ambitions Grow
By uniting Freevee’s audience with Prime Video, Amazon is dramatically expanding the pool of viewers it can serve ads to. Prime Video already reaches about 130 million ad-supported viewers in the U.S., and over 300 million people worldwide when you include all of Amazon’s entertainment platforms like Twitch. Bringing Freevee under the Prime Video roof will likely boost those numbers even higher. Amazon expects engagement to rise – and with it, advertising dollars.
Analysts predict that adding Freevee’s content into Prime Video will “bolster engagement and consumption, giving a boost to overall advertising revenue in the long term”.
Amazon Eyes a New Wave of Subscribers
There’s another upside for Amazon: turning Freevee’s loyal viewers into paying Prime members. A huge chunk of Freevee fans never had Prime subscriptions – roughly 44% of Freevee’s U.S. viewers don’t subscribe to Prime Videoat all. That translates to an estimated 20+ million Americans who have only been enjoying Amazon’s free streaming content.
By moving that content into Prime Video, Amazon gives these free users a taste of its larger library within the same app, hoping some will upgrade to a full Prime membership for more perks.
Part of a Bigger Streaming Trend
Amazon’s move to shut down Freevee isn’t happening in isolation – it’s part of a broader shake-up in the streaming world. Many media companies are consolidating their streaming services to keep audiences in one place. Platforms like Hulu, Paramount+ and Peacock already combine free, ad-supported content and paid subscriptions within a single app.
Netflix and Disney+ have also introduced cheaper ad-supported plans recently. Industry analysts have dubbed this the “great rebundling” of streaming, as giants merge services to simplify choices and maximize ad revenue.
How to Keep Watching for Free
For consumers, the immediate takeaway is that Amazon’s free content isn’t truly going away – it’s just relocating. To keep watching without paying a dime, simply use the Prime Video app instead of the Freevee app. You can sign in with your regular Amazon account (no Prime subscription required) and find all the same free movies, shows and channels there. Be aware that advertisements will play during these free streams, as they always did on Freevee.
And remember, if you absolutely can’t stand the ads, Amazon now offers the option to upgrade to an ad-free Prime Video experience for a small fee.
Streaming’s New Normal
Amazon’s decision to sunset its standalone free service highlights a new normal in streaming. Rather than maintaining separate apps for every offering, companies are bundling content to “simplify content discovery and accessibility” for viewers. Amazon is betting that keeping users within one unified Prime Video ecosystem – whether they’re watching free shows with ads or premium series with a subscription – will keep them more engaged (and watching longer).
One industry analyst noted that with this move, Amazon “now [has] all bases covered” – free, pay, live, and on-demand – in one service.