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.

Freevee, which got its start as Amazon’s IMDb TV but adopted its current name in 2022, is one of a handful of streaming services that rely on ads for revenue instead of paying subscribers. Paramount Global’s Pluto TV and Fox Corp.’s Tubi have similar models.

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.