Amazon Shuts Down Freevee Streaming Service

Amazon Freevee is officially being shut down. Amazon is simplifying its streaming offerings by making Prime Video a one-stop shop. We are not surprised by this development as Freevee struggled to attract viewers and advertisers. The free streaming service will be phased out over the coming weeks in the US, UK, Germany and Austria, but you'll still be able to find Amazon Freevee content on Prime Video. Former content from Freevee will be identifiable by the label 'Watch for Free' in the Prime Video app.

Ad-supported content remains
This transition ensures that ad inventory will persist, albeit within a restructured framework. Advertisers who previously targeted Freevee can adapt their campaigns to reach the "Watch for Free" audience on Prime Video, likely with comparable reach and demographic profiles. The shutdown primarily affects viewers in key advertising markets like the UK, US, Germany, and Austria. Advertisers in these regions may experience temporary adjustments as the Freevee audience migrates to Prime Video. Global brands may see minimal disruption, but regional brands should closely monitor ad performance and audience engagement in these areas.

Impact on audience insights
Freevee's independent platform offered advertisers granular insights into the preferences of ad-supported streaming viewers. This transition could potentially impact the depth of these insights as viewers are integrated into Prime Video's larger ecosystem. However, this could also be advantageous if Amazon refines its DSP targeting by leveraging aggregated data from Prime Video's broader audience.

In conclusion, while the discontinuation of Freevee signals a change, Amazon's consolidation strategy may ultimately create a more unified advertising landscape. This could lead to improved targeting capabilities and deeper audience insights for brands utilising Amazon DSP.