Amazon has since doubled down on its advertising efforts, following the successful launch of its new plan – UK ratings body Barb found that 86% of homes are now signed up to its ad-tier – and we can only expect more growth to occur as Amazon Freevee users migrate to Prime Video.

It's official -- free, ad-supported video on demand streaming service Amazon Freevee will be phased out over the coming weeks.

Amazon is shuttering its free, ad-supported streaming service, Freevee, Deadline reported on Tuesday. The company plans to shut the service down over the coming weeks in countries where it's currently offered, specifically the US, UK, Germany and Austria.