Amazon is rebranding its free-to-stream service from IMDb TV to Amazon Freevee

The tech giant jumped into the ad-supported video streaming market three years ago.

Back in 20-19 the service was launched as IMDb Freedive.

Next week, it will transform to become Amazon Freevee.

Ad-based, on-demand offerings are on the rise in a market that’s filled with subscription services.

“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,”

Ashraf Alkarmi, director of Freevee, says.

Amazon is trying to play both sides of the streaming market.

Its Prime Video service is available through a monthly subscription, competing with the likes of Netflix and Disney plus.

“Over the past two years, we have seen tremendous growth for our AVOD service and are committed to bringing our audiences premium, free-to-consumer content,” Jennifer Salke, head of Amazon Studios, said on Wednesday.

“We’re looking forward to building on this momentum with an increasing slate of inventive and broadly appealing originals, and are excited to establish Freevee as the premier AVOD service with content audiences crave.”

Paid subscription services still dominate the streaming space, according to data from Nielsen, around 34 per cent of U.S households use ad-supported streaming services.