Amazon intends to fuel the growth of Freevee, its ad-supported free streaming platform, formerly known as IMDb TV, and which we’ve already told you about earlier, throughout this year.
Through this week’s IAB NewFronts celebration, the company has told advertisers that it will be adding more than 100 Amazon Prime Video original series and movies to Freevee over the next few months, thus allowing for the first time , advertisers can place their advertising campaigns when viewing Amazon original content.
Complementing Amazon Prime Video
Now, this is not going to suppose any competition to Amazon Prime Video, since in most cases, the contents will be incomplete, thus inviting them to become subscribers to Amazon Prime Video, while in the remaining cases it will be possible to opt for the complete contents but with added advertising experience of the Freevee platform.
As an example, the series ”A League of Their Own”, “The Terminal List”, and “Paper Girls” will have only three episodes when they arrive on Freevee this May, while the complete seasons of “Homecoming” will arrive. , “Upload” and the sci-fi series “The Vast of Night,” which will continue to be available on Amazon Prime Video ad-free, the company says.
Original content from Amazon Prime Video will be added to the catalog of the free streaming platform along with Amazon Studios’ Freevee originals, but Amazon’s strategy for Freevee goes beyond movies and series on demand.
It will also increase its offer of FAST channels
In this sense, Amazon is also committed to increasing the number of free television channels with advertising (FAST), currently existing a total of 250 thematic television channels in the United States, with the intention of increasing its FAST offer by 75%. throughout this 2023.
This initiative comes at a time when a greater number of people are canceling subscriptions to cable television offers and paid streaming platforms, opting in turn for free platforms such as Pluto TV, financed by advertising.
Advertising is moving to digital TV platforms
And this in turn also comes when advertising is going from being on traditional television channels to digital television platforms. Without going any further, a recent study by the research firm Omdia found that the advertising revenue of the so-called FAST channels grew almost 20 times between 2019 and 2022, and envisions that these revenues will triple again before 2027.
Given this situation, and given successes such as Freevee’s pseudo-docuseries Jury Duty, which has allowed the platform to reach many more people and enable more downloads in the app stores to a more decent position, it is not surprising that Amazon takes this initiative, although the downside is that Freevee is only found in the US, UK and German markets.
More information: Amazon
