Amazon could announce free, ad-supported streaming service this week

Amazon subsidiary IMDb is expected to reveal a free, ad-supported video streaming service on the Amazon Fire TV platform this week during Advertising Week, five people close to the matter have told CNBC (opens in new tab).

The service – similar to The Roku Channel – will offer any Fire TV device owner (and not just Amazon Prime Video users) free access to a library of older TV shows and films.

News of the service was first published by The Information (opens in new tab), who reported that it would be called Free Dive. 

The video platform, which would see adverts placed between content and on the player interface, would allow advertisers to collect first-party user and third-party consumer data to better target advertising. 

In turn, ‘Free Dive’ would allow Amazon to grow its advertising revenue in the TV market to better compete in the space. The retail giant is currently the third-largest digital advertiser (opens in new tab), with Google and Facebook pushing out in front.


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Becky is the managing editor of What Hi-Fi? and, since her recent move to Melbourne, also the editor of Australian Hi-Fi magazine. During her eight years in the hi-fi industry, she has been fortunate enough to travel the world to report on the biggest and most exciting brands in hi-fi and consumer tech (and has had the jetlag and hangovers to remember them by). In her spare time, Becky can often be found running, watching Liverpool FC and horror movies, and hunting for gluten-free cake.