Freevee, Amazon’s free ad-supported streaming service, is charting course for Germany – marking the app’s second international expansion.
Formerly known as IMDb TV, Freevee first made its way to the U.K. last fall. Amazon officially rebranded the app on April 27, better reflecting the service’s cost.
Both Prime and non-Prime members in Germany will be able to tap into Freevee’s catalog through the Prime Video app or website. A standalone app for Amazon’s Fire TV is currently in the works.
Content-wise, consumers in Germany will gain access to the same Freevee originals available in the U.S. and U.K., like the action drama “Bosch: Legacy” and upcoming comedy series “Sprung.” Freevee also features themed live linear channels such as “BBC Food,” true crime oriented “Craction TV” and others.
Lauren Anderson and Ryan Pirozzi, co-heads of content and programming at Amazon Freevee, stated they aim to establish the app as “the premier AVOD destination in Germany as we deliver customers a growing slate of widely appealing content through a personalized streaming experience.”
Freevee content is located on Prime Video’s “Free with Ads” carousel, one of the new sections Amazon unveiled in its latest UI overhaul for the app. The interface’s upgrade followed similar user enhancements for Fire TV.
Amazon expands Freevee’s reach as the free ad-supporting streaming TV (FAST) space continues to see traction. According to a July report from Comcast Advertising, six out of 10 households with a connected TV are tuning into FAST channels, either exclusively or in combination with other services.
It helps that consumers are growing more comfortable with seeing ads, perhaps because advertisers are trying to make their inventory more appealing. Roughly 57% of viewers have said they found ads on streaming services and apps more relevant than those found on linear networks, per a DeepIntent and LG Ads study.
FAST may have the chance to eventually supplant broadcast TV, executives in the space have said at this year’s StreamTV Show.
“The way technology is evolving and changing, this is such an exciting time to be doing what we’re doing,” said Chris Knight, president and CEO of Gusto TV, at a StreamTV FAST panel.
Freevee may offer viewers an alternative to paying for a Prime Video subscription, especially as Amazon plans to hike prices for Prime customers across Europe. The annual price of a Prime U.K. membership, for instance, is expected to jump to $114 (£95) per year from $96 (£79) annually by September 15.
In the U.S., Amazon earlier this year bumped up the price of its annual Prime membership by $20 per year for existing customers.