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AVOD Service IMDb TV Rebranding to ‘Amazon Freevee’

IMDb TV, Amazon’s ad-supported VOD platform, is set to change its name to “Amazon Freevee” beginning April 27. The service, along with competitors Paramount Global’s Pluto TV, Crackle, Fox Entertainment’s Tubi and The Roku Channel, represents a growing niche of non-subscription streaming services growing in popularity in the U.S.

Nielsen reported last year that about 34% of U.S. households with streaming services used ad-supported platforms.

Amazon, which acquired the Internet Movie Database in 1998, changed IMDb TV’s name to “IMDb Freedive” in 2019. Growing popularity for AVOD and free ad-supported streaming TV, including launches of original programming, prompted the latest change.

“Over the past two years, we have seen tremendous growth for our AVOD service and are committed to bringing our audiences premium, free-to-consumer content,” Jennifer Salke, head of Amazon Studios, said in a statement. “We’re looking forward to building on this momentum with an increasing slate of inventive and broadly appealing originals and are excited to establish Freevee as the premier AVOD service with content audiences crave.”

Amazon also operates the longstanding Prime Video subscription streaming service, which is available as a standalone product for $9 monthly, or part of the $19.99 monthly Prime membership.

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