Amazon Freevee to Close, Content Moves to Prime Video

Amazon has confirmed that its free, ad-supported streaming service, Freevee, will cease to exist as a standalone platform by August 31, 2025. From September 1, UK viewers will no longer be able to access Freevee’s library of films, television shows, and documentaries via its dedicated app on devices such as Fire TV Stick, Roku, or smart TVs. The announcement first hinted at in November 2024 was formalised through a notification displayed when launching the Freevee app, stating: “Prime Video is the new exclusive home for Freevee TV shows, movies, and Live TV. The Freeview app will be accessible until August 2025. Continue watching your favourite Free Originals and our library of hit movies, shows, and Live TV on Prime Video for free, no subscription needed.”

For the past two years, Amazon has operated Freevee alongside its subscription-based Prime Video, included in the £8.99 monthly Amazon Prime membership. Freeview, which at its peak offered 3,000 films and 450 shows, including popular titles like Jury Duty, Neighbours, and Bosch: Legacy, provided a no-cost, ad-supported alternative to rivals such as Tubi and The Roku Channel. However, the introduction of adverts to Prime Video earlier this year prompted backlash from subscribers who now face an additional £2.99 monthly fee to go ad-free, as it blurred the distinction between the two services.

The decision to shutter Freevee appears to be a strategic move to streamline Amazon’s offerings. By consolidating all content into the Prime Video app, the company aims to simplify the viewer experience. This change affects users in the UK, US, Germany, and Austria, where Freevee has operated as a standalone service. In a statement to Deadline last year, an Amazon spokesperson explained: “To deliver a simpler viewing experience for customers, we have decided to phase out Freevee branding. There will be no change to the content. 

The good news for fans of Freevee’s catalogue is that the content isn’t disappearing. All Freevee shows and films, including hits like Reacher and The Wheel of Time, will be integrated into Prime Video, clearly labelled as “Watch for Free” for non-subscribers. This ensures the same ad-supported experience remains available, just within a single app. Prime Video is supported on a wide range of platforms, from smart TVs by Samsung, LG, and Sony to streaming devices like Apple TV, Google Chromecast, and gaming consoles, as well as mobile devices and web browsers.

Freevee, originally launched in 2019 as IMDb Freedive before rebranding to IMDb TV and then Freevee in 2022, was Amazon’s answer to the growing demand for free, ad-supported streaming television (FAST). It competed head-on with services like Fawesome and The Roku Channel, offering critically acclaimed shows like Heroes and films like Memento. However, Amazon’s shift to a unified streaming platform reflects a broader trend of consolidation in the tech giant’s entertainment division. The company has confirmed that no redundancies are expected, with Freevee’s content team already integrated into Amazon MGM Studios following an earlier restructuring.

While the closure of Freevee may disappoint some viewers who valued its standalone accessibility, the move to Prime Video ensures that its content remains freely available to non-Prime members. For those already subscribed to Prime, the transition will likely go unnoticed, as the full catalogue, including ad-free viewing for an additional fee, remains intact. As streaming habits evolve, Amazon’s decision signals a focus on efficiency and a unified user experience, even if it means bidding farewell to Freevee’s distinct identity.

A group of scientists is monitoring biodiversity in a European forest, emphasising the scientific rigour behind the nature credits scheme.

The roadmap also positions itself as a complement to existing carbon markets, with a laser focus on biodiversity. It’s a nod to the Kunming-Montreal Global Biodiversity Framework, which calls for $200 billion annually in global biodiversity funding by 2030. The EU’s plan includes pilot projects and discussions with Member States and international partners to refine the approach, with a potential legislative proposal on the horizon. But don’t hold your breath, this is a slow burn, and the real test will be whether these credits deliver measurable results or just bureaucratic busywork.

In a recent interview with The Financial Times, Janez Potočnik, former EU Environment Commissioner, cautioned that “biodiversity markets must avoid the pitfalls of carbon trading, where oversimplification led to questionable outcomes.” His words echo a broader concern: can the Ey turn nature into a tradable commodity without losing sight of its intrinsic value?

For now, the EU is doubling down on integrating biodiversity into economic decision-making. It’s a high-stakes gamble marrying environmentalism with market logic in a way that could either transform conservation or trip over its ambitions. Investors and policymakers are being sold a vision of biodiversity as a lucrative asset, but the jury’s out on whether this will save nature or just dress it up for the highest bidder.