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Amazon’s free streaming service is getting a facelift.
The company announced on Wednesday that the platform, which was launched as IMDb TV in 2019, has been renamed to Amazon Freevee. The new brand will launch on April 27, with plans to expand the original programming by 70%.
“We look forward to building on this momentum with a growing list of creative and widely compelling originals,” said Jennifer Salke, president of Amazon Studios.
The move points to more problems for cable companies – a 2021 Pew Research Center survey reported that the number of Americans subscribing to traditional cable television has dropped to 56%.
According to data from the Motion Picture Association, the number of US streaming subscriptions reached 353.2 million in 2021, up 14% from 2020.
Freevee is designed as Amazon’s competition for services like Pluto TV, Crackle, and Tubi.
Viewer metrics are still pale compared to paid subscription services like Netflix and Hulu. However, as of January 2021, about 34% of Americans used ad-based services like Amazon Freevee, according to Nielsen data.
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