Amazon is rebranding IMDb TV, the company’s free, advertising-based video on demand (AVOD) service to Amazon Freevee starting April 27, in an effort to keep branding consistent across the company’s streaming platforms.
This marks the second rebranding of the platform, which was first launched as Freedive in early 2019. However, with expanded distribution and after adding more original programming to its slate, IMDb TV has tripled its monthly active users over the past two years. Amazon noted during last year’s annual upfronts that IMDb viewership had likewise skyrocketed 138 percent from the year before.
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