Ad-supported video on demand (AVOD) has rapidly reshaped consumer habits in the streaming era. With paid subscriptions multiplying and content costs rising, millions now turn to free platforms offering robust libraries supported by advertising. As viewership shifts toward budget-conscious options, industry leaders are moving fast to claim their stakes.
Among the latest headlines: Amazon and Roku have launched a major content collaboration that reshapes the AVOD landscape. This strategic move blends the tech giant’s deep-content archive with Roku’s powerful distribution platform, broadening access for tens of millions of streamers across the U.S.
Here’s what you’ll find ahead: exactly where to access this expanded content library, what kinds of shows and movies are being offered, and how this changes the playing field for anyone who uses Roku, Fire TV, or other connected devices. Ready to explore what this new alliance brings to your screen?
Amazon recognized early that limiting its streaming strategy to subscription-based models would create a ceiling for growth. While Amazon Prime Video continues to anchor its premium content offerings, the company has deliberately broadened its reach into ad-supported streaming. The pivot reflects changing viewer behavior and advertiser interest in tapping into audiences beyond paywalls.
This shift manifests in the evolution and investment in Amazon Freevee, Amazon’s proprietary AVOD (advertising video on demand) platform. Originally launched as IMDb Freedive in 2019 and rebranded as IMDb TV before adopting its current Freevee identity, the service now acts as Amazon’s frontline player in the free, ad-supported streaming market.
Freevee has grown into a major distribution channel for Amazon’s free streaming strategy. It operates independently from Prime Video, even though both share Amazon’s backend infrastructure. This separation allows Freevee to develop its own content library and branding, specifically catered to viewers who prefer cost-free entertainment with minimal ad interruption. According to a report from Amazon, Freevee doubled its monthly active users in the U.S. from 2021 to 2022, driven by an expanding lineup of original series and licensed hits.
One key distinction lies in Freevee's focus on accessibility. The platform comes pre-installed on many smart TVs and devices and doesn't require an Amazon account to browse. This frictionless access model has significantly widened its potential audience base.
Amazon doesn't rely exclusively on internal production. Instead, it has consistently invested in licensing mainstream film and television content to keep Freevee's catalog competitive. High-profile titles like “Bones,” “Mad Men,” and “2 Broke Girls” now live on the service. These acquisitions aim to attract loyal fans and facilitate binge-watching behavior—an engagement pattern that advertisers value highly.
Besides classic series, Freevee has committed to producing original programming. Dramas like “Bosch: Legacy” and docuseries such as “Judy Justice” represent Amazon’s strategy to supplement licensed content with exclusive material that builds its AVOD brand identity. The Originals offer a clear differentiation from other AVOD platforms with similar content libraries but fewer exclusive titles.
As part of its broader push, Amazon is aggressively pursuing distribution partnerships to place Freevee in more digital living rooms. Roku, Samsung, LG Channels, and Fire TV already include Freevee channels. The goal is straightforward: expand content access while increasing premium ad inventory. The recent collaboration with Roku fits squarely into this approach, further extending Freevee's availability to one of the largest streaming audiences in North America.
Amazon has teamed up with Roku to bring its Freevee streaming service to even more viewers. As part of this strategic partnership, the Freevee app is now available directly on Roku devices across the United States. This move inserts Amazon’s free ad-supported content into one of the most widely used streaming ecosystems in the market.
By combining Roku’s device penetration with Amazon’s expanding content library, both companies are unlocking new growth avenues in the fast-evolving streaming economy.
With over 80 million active user accounts reported by Roku in Q1 2024, according to company earnings, the platform continues to hold a leading position in U.S. TV household penetration. Roku’s operating system powers a significant share of Smart TVs sold, particularly in North America, where it ranks as the number one Smart TV OS in the U.S. and Mexico based on units shipped (2023, Kantar).
This massive hardware footprint translates into a powerful distribution channel that Amazon can now tap into more directly. Every Roku-powered TV and device becomes an access point for Freevee’s expanding catalog.
For Roku, integrating Freevee strengthens its free content portfolio, attracting ad-supported viewers who might otherwise seek content elsewhere. For Amazon, showing up on Roku means access to audiences who might not own a Fire TV device or use the Prime Video app natively.
This is not just a distribution play—it’s an ad revenue multiplier. Roku reported $847 million in platform revenue in Q4 2023, with a significant portion coming from AVOD content. Amazon, expanding its Freevee platform, relies on such partnerships to reach key advertising demographics that spend more time on connected TVs versus traditional broadcast formats.
What does this partnership look like in practice? Roku users can now find Freevee featured in the Live TV Channel Guide, alongside free channels such as The Roku Channel and Pluto TV, making it a native part of the Roku experience rather than an external app buried in menus.
Through its expanded partnership with Roku, Amazon brings a broad selection of free streaming content to a much wider audience. The collaboration includes titles from Amazon’s Freevee service and selected programming made available on The Roku Channel—delivering a robust slate of on-demand entertainment without a subscription fee.
The library grows consistently, blending licensed content from major studios with original programming created specifically for Freevee. Because of the AVOD model (ad-supported video on demand), all of it remains open to viewers at no cost beyond watching intermittent advertising.
Unlike Amazon Prime Video—which requires a Prime membership or rental/purchase—for access to current blockbuster films and Amazon Originals such as The Marvelous Mrs. Maisel or The Boys, the content on Freevee and Roku favors catalog titles, unlicensed exclusives, and AVOD originals.
Amazon Prime invests in premium content, including studio-produced films released through MGM and direct-to-streaming theatrical premieres. Freevee, however, capitalizes on mass reach through breadth rather than exclusivity. It fills gaps with user-friendly genre content: true crime, home improvement, game shows, and fan-favorite reruns with high repeat viewing value.
Some programs remain exclusive to Roku’s platform or to Amazon Freevee.
This blend of shared access and platform-specific exclusives makes the partnership functional for both brands—while allowing users to stream without subscription pressure.
AVOD stands for Advertising-Based Video on Demand, a streaming model that delivers content to viewers at no cost, with revenue generated through advertising. Platforms that use AVOD monetize their viewership by inserting ads before, during, or after programming. Viewers gain access to full-length shows and movies, while brands get targeted exposure — a digital trade-off that continues to gain traction.
In contrast with subscription-based models, AVOD doesn’t require monthly payments. Users exchange attention for access. That’s what's fueling its rapid adoption across a broad demographic spectrum, from budget-conscious households to digital-first viewers seeking flexibility.
While AVOD thrives on ad impressions, Subscription Video on Demand (SVOD) operates on a paywall system. Think Netflix, Disney+, or Apple TV+ — users subscribe monthly or annually to access expansive libraries without commercial interruptions.
The key differences lie in both cost structure and viewer experience:
For advertisers, AVOD provides measurable engagement. For viewers, it offers low-barrier access to premium content. SVOD appeals to audiences prioritizing convenience and uninterrupted viewing, often at a premium price point.
A noticeable shift is underway. U.S. consumers are increasingly drawn to free streaming options with ads. According to a 2023 report by Deloitte’s Digital Media Trends, 55% of respondents said they prefer ad-supported services if it means avoiding subscription fees. That’s up from 40% just two years earlier.
This shift is not only about avoiding cost. The proliferation of paid platforms has led to subscription fatigue. With more than 300 streaming services now competing in the U.S. market alone, as reported by Statista, many households find themselves juggling multiple subscriptions — often without consistent usage.
AVOD steps in as a solution to financial and cognitive overload. It leverages data-driven ad targeting, offers curated content at zero cost to the viewer, and provides a scalable format for advertisers. With companies like Amazon expanding their AVOD footprint in partnerships with platforms like Roku, expect continued growth, broader adoption, and evolving ad-tech integrations.
Roku operates as more than just a device—it functions as a unified content aggregator. With over 80 million active accounts as of Q1 2024, Roku consolidates free and paid streaming services into one intuitive interface. This hub-and-spoke model removes friction from the user journey, centralizing access to thousands of streaming options, now including Amazon’s expanded free content through Freevee.
Amazon’s decision to distribute its content via Roku isn't just about reach—it's about visibility. The integration places Amazon Freevee programming prominently within Roku’s Spotlight Channel, a curated carousel-style section of the UI designed to highlight trending or recommended content. This placement ensures that Amazon’s free content appears front and center, reducing the number of steps between discovery and playback.
Through Roku's powerful recommendation engine and universal search capabilities, users can stumble upon Amazon’s titles organically, even if they weren’t specifically looking for Freevee. The experience feels less like navigating a menu and more like turning the pages of a personalized entertainment magazine.
Whether on a Roku-powered Smart TV, a Roku streaming stick, or the mobile app, the interface remains consistent and scalable. This design consistency enhances the viewer’s ability to move fluidly between devices without interruption.
Amazon leverages these technical capabilities to amplify the discoverability of its content. Roku, by acting as the middle layer, converts passive viewers into active streamers, without forcing them to download separate apps or switch ecosystems.
Streaming isn’t just about having the content—it’s about making sure people see it. Through Roku’s distribution infrastructure, Amazon transcends the limits of its own platform and embeds its brand directly into how millions interact with TV every day.
With Amazon’s Freevee platform joining forces with Roku, smart TVs now deliver free, ad-supported content with minimal effort from the viewer. This partnership eliminates the need for cumbersome app installations or account setups, reducing entry barriers for new users and accelerating adoption among mainstream audiences.
Instead of navigating through multiple menus or downloading additional apps, viewers using Roku-enabled smart TVs will find Freevee content easily accessible through Roku’s Live TV Channel Guide and on-demand sections. This deep integration optimizes the user interface, allowing quick transitions between live content, movies, and binge-worthy TV series—all supported by ads.
Roku’s operating system powers one-third of all smart TVs sold in the United States, according to Statista’s Q4 2023 market share data. By bringing Freevee’s AVOD catalog into this environment, Amazon ensures high reach without requiring viewers to leave the Roku ecosystem. The result: content startups instantly, buffering is minimized, and streaming doesn’t skip a beat—even on lower-bandwidth connections, thanks to Roku’s streamlined app layer integration.
Behind the scenes, both companies have aligned backend services to ensure metadata, search functions, and recommendations reflect Freevee’s updated lineup. What’s the practical effect of this? If a user searches for court dramas or crime docuseries via their smart TV’s general search bar, Freevee’s ad-supported options now show up side-by-side with subscription-based alternatives.
As more viewers move away from traditional pay-TV setups, integration like this redefines convenience. No input switching. No platform-hopping. Just tap the remote and start streaming—all inside one experience. Thinking about how that changes your living room setup? Suddenly, streaming feels a lot more like flipping on cable, only smarter.
The expanded library of Amazon’s free, ad-supported streaming content is fully accessible on a wide range of Roku-supported devices. These include:
Additionally, Amazon Freevee's growing catalogue is also available through the Roku Channel app, which runs not only on Roku-branded hardware but across a variety of other ecosystems.
Locating the new Amazon Freevee content on Roku doesn’t require a lengthy search or advanced navigation skills. Here's how to do it quickly:
The partnership doesn’t restrict streaming to a single screen. Users can move seamlessly between devices:
Whether lounging with a Roku TV in your living room or catching up on your phone during a commute, the expanded slate of Amazon Freevee content is never more than a few clicks—or taps—away.
The collaboration between Amazon and Roku marks more than just another business alliance—it reflects a pattern reshaping how content reaches audiences. This convergence between hardware platforms and content providers is accelerating, and the implications cut deep into the very structure of digital entertainment.
Amazon, with its content-rich ecosystem, now formally syncs with Roku’s user-dominant operating system. When two high-traffic platforms intersect like this, the outcome doesn’t stay isolated. It influences industry norms. It sets expectations. It signals a blueprint others are already following.
Tech and media companies aren’t just flirting with partnerships anymore—they’re rapidly forming deep integrations. According to a 2023 PwC report, 65% of media executives identified “platform consolidation” and “streaming integrations” as priorities for long-term sustainability. Tech giants are no longer content with offering hardware or backend infrastructure alone. They’re stepping into content curation, aggregation, and monetization.
Netflix’s recent partnership with Microsoft for its ad-tier rollouts. Google TV’s bundling of streaming apps with curated channels. Disney’s reported talks with device manufacturers to preload Disney+ and Hulu with bundled subscriptions. These moves all echo the Amazon-Roku model.
Advertising-based video on demand (AVOD) isn’t just growing; it’s overtaking subscription models in reach. Data from Omdia projects that AVOD revenues will hit $91 billion globally by 2028, surpassing SVOD’s projected $88 billion. In the U.S. alone, AVOD viewership clocked over 140 million monthly users in early 2024, according to Comscore. This format’s lower entry barrier is pulling in users at a faster pace than traditional paid subscriptions, especially in economically sensitive markets.
The Amazon-Roku alliance feeds directly into this trend. Viewers accessing Freevee content on Roku devices aren’t entering a paywall—they’re entering an ecosystem. The more content available free-with-ads, the wider the audience capture. For advertisers, this means more targeted reach; for platforms, more revenue without hindering growth.
Streaming content no longer sits separate from the devices that host it. The future points toward complete ecosystems where content, device, operating system, and advertising streams all operate in unison. Roku’s OS powering smart TVs, Amazon’s integration of Fire TV in its hardware—these are preambles. Smart TVs are becoming fully-fledged content hubs where recommendations, personalization, and ads arise from advanced integrations.
How might Samsung, LG, or Sony respond? Already, Samsung channels and LG’s webOS content curation are positioning themselves for first-party dominance. Expect to see competitive moves—possibly acquisitions, platform mergers, or exclusive deals—as companies race to become not just distributors, but content decision-makers.
The fusion of interface, advertising, and programming will redefine what users expect from “turning on the TV.”
The Amazon-Roku deal opens up access to a broader selection of premium entertainment—TV shows, films, documentaries, and more—all free of charge. Viewers no longer need a Prime membership to tap into content previously locked behind a paywall. By expanding Freevee’s reach through Roku, the partnership removes a major barrier to entry: cost. Expect access to titles ranging from popular network hits to Amazon Originals, all supported by minimal advertising.
Streaming fragmentation has become a real frustration. With Amazon's content now fully embedded into Roku’s Live TV Guide and home screen search functions, users can discover and watch a growing catalog without toggling between services. Roku’s interface eliminates search fatigue by integrating multiple AVOD channels in one centralized location. That means audiences spend less time browsing and more time watching.
As free offerings become richer and more diverse, the need for multiple paid subscriptions begins to fade. Not everyone will cancel Netflix or Disney+, but the availability of high-quality, on-demand, ad-supported content gives viewers options. It's now viable to scale back on premium plans while maintaining a steady stream of fresh entertainment. A family that once paid for three or four subscriptions might find one—and a few AVOD services—amply sufficient.
With thousands of titles now just a click away—and at zero cost—deciding what to stream becomes the only challenge. A critically acclaimed drama, a cult classic film, or live news via Roku's free channels? The abundance of choice means every couch session starts with possibility, not limitation.
Amazon's recent partnership with Roku marks a pivotal moment in the evolution of digital content distribution. By extending the reach of Amazon Freevee and other free streaming content to millions of Roku users, both companies are reshaping how viewers access and engage with entertainment in the AVOD (ad-supported video on demand) space.
The collaboration doesn’t just increase availability—it transforms user expectations. With more channels, Smart TV compatibility, and eclectic libraries of both licensed hits and original titles, the streaming experience on Roku becomes far more dynamic. This move aligns seamlessly with current entertainment trends pointing toward fragmentation, convergence, and elevated competition among streaming services.
Consumers on Roku devices now get direct access to Amazon’s growing catalog without needing a Prime subscription—a shift that not only benefits users but also redefines Amazon’s content strategy. Instead of limiting reach through paywalls, the company positions itself directly in front of wider audiences through clever AVOD distribution, leveraging advertising dollars in exchange for premium content accessibility.
Want to discover what this shift feels like in practice? Turn on your Roku-connected Smart TV, browse to Amazon Freevee, and start streaming for free. No login. No monthly bill. Just content—ranging from binge-worthy series to iconic movies—playing at the tap of a button.
The digital media landscape doesn't sit still. As this Amazon-Roku partnership develops, expect new content drops, expanded channel lineups, and potentially deeper integrations between platforms. Stay tuned, explore the available offerings now, and check back regularly—this is only the beginning of a broader transformation in how streaming TV evolves.
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