Amazon is Shutting Down it’s Freevee Streaming Service

Amazon is pulling the plug on its free streaming service, Freevee.    

Amazon Freevee is officially being shut down as Amazon look to streamline their streaming offerings. All Freevee content will be integrated into Prime Video. Amazon have confirmed that non-Prime members will be still able to access the same content, which will be clearly labelled as “Watch for Free” on the Prime Video platform.  

The shutdown only impacts viewers in the UK, US, Germany and Austria, where Freevee has been available as a standalone service.  

What does this mean for Amazon DSP & Brands Using DSP? 

This update on Amazon Freevee's shutdown indicates a shift in Amazon's streaming strategy, aiming to streamline content under the Prime Video umbrella while maintaining ad-supported free content. Here’s what this change means for brands and advertisers on Amazon DSP: 

1. Continued Ad-Supported Content for Free: Amazon will still offer free, ad-supported content, rebranded as “Watch for Free” within Prime Video. This assures brands that ad inventory will remain, though within a redefined structure. Ad campaigns that previously targeted Freevee could be adapted to target these "Watch for Free" viewers on Prime Video, likely with similar reach and demographics. 
2. Global and Regional Implications: The shutdown impacts viewers in the UK, US, Germany, and Austria, which are key advertising markets. Advertisers in these regions should prepare for some short-term shifts as the Freevee audience transitions to Prime Video. While global brands might see continuity, region-specific brands will need to monitor how this impacts ad performance and audience engagement in these areas. 
3. Impact on Audience Insights: Freevee’s standalone platform provided advertisers with specific data on audiences who prefer ad-supported streaming. This transition could affect the granularity of insights on these viewers, as they are integrated into Prime Video’s larger ecosystem. However, this could be a net positive if Amazon enhances its DSP targeting by leveraging aggregated insights from Prime Video’s broader audience pool. 

 Overall, while the shutdown of Freevee represents a shift, Amazon’s move to integrate its content might create a more cohesive advertising environment with potentially better targeting and insights for brands using Amazon DSP.