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Future of TV TV Advertising Rebranding

IMDbTV rebrands as Amazon Freevee in an ad-supported pitch for cost-conscious audiences


By John Glenday, Reporter

April 14, 2022 | 2 min read

Amazon is opening a new front in the ever-intensifying streaming wars playing out in your living room by retooling IMDbTV as ‘Amazon Freevee.’

Amazon Prime

Amazon strengthens its armory as it competes with the likes of Netflix and Disney+

The phonetic play on TV seeks to articulate the service as an unmistakable Amazon platform, and is the latest attempt by the web retailer to expand its streaming footprint beyond Amazon Prime Video.

The latest rebrand follows an earlier attempt to jumpstart IMDb Freedive back in 2019 to stake out a place in the crowded field as IMDb TV, but it singularly failed to achieve critical mass.

Describing the latest iteration of the service as a supplemental service for budget-conscious consumers seeking a free-to-view ad-supported offering, Freevee director Ashraf Alkarmi explained: “Customers are increasingly shifting to streaming ad-supported premium content, and we have developed Freevee to deliver them highly-sought content with half the commercials of traditional TV. Our new name clearly communicates who we are: an easy-to-navigate streaming service, available to users for free, whenever and wherever they choose to watch some of the greatest original and licensed content available.”

Competing for the attention of viewers will be a range of original content including Bosch: Legacy, with Amazon promising to expand the range of available original programming on the service by 70% in 2022.

Amazon closed a mammoth $8.5bn deal to acquire Hollywood studio MGM last month, as the firm deploys its war chest to buy its way to success amid intense competition from the likes of Netflix and Disney+.

Future of TV TV Advertising Rebranding

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Amazon Prime, Inc., doing business as Amazon, is an American electronic commerce and cloud computing company based in Seattle, Washington that was founded by Jeff...

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