IMDb TV Launches Dedicated Mobile Application

Amazon’s IMDb TV, the free streaming service supported by advertisements, is set to introduce its own dedicated mobile app. This announcement was made during Amazon’s inaugural NewFronts presentation for advertisers. The company also revealed that its combined over-the-top (OTT) streaming platforms have collectively surpassed 120 million monthly viewers.

Expanding the Amazon OTT Ecosystem

Amazon’s OTT business encompasses all platforms where advertisements are displayed alongside content. This includes the IMDb TV app, Twitch, live sports broadcasts like Thursday Night Football, the Amazon News app, and other related services. The reach of Amazon OTT extends across various devices and platforms.

IMDb TV has experienced significant growth, with viewership increasing by 138% compared to the previous year, according to Amazon’s reports.

Competition and Strategy in the Free Streaming Market

The ad-supported streaming model of IMDb TV positions it as a competitor to other free services such as Tubi (owned by Fox), Pluto TV (ViacomCBS), and The Roku Channel. However, Amazon strategically utilizes IMDb TV to promote sales of its own media devices by offering users convenient access to complimentary streaming content.

Currently, the majority of IMDb TV usage occurs on Fire TV devices. However, the app’s availability has broadened in recent months, extending to Roku, Chromecast with Google TV, PlayStation 4 and Xbox consoles, LG Smart TVs, Nvidia, Sony Android TV, and TiVo Android TV devices.

Mobile App Availability

A standalone mobile app for IMDb TV is scheduled for release this summer on both iOS and Android platforms. Previously, the service’s content was accessible only through a dedicated section within the broader IMDb app on smartphones.

User Demographics and Engagement

Amazon shared insights into the IMDb TV user base, revealing that 62% fall within the 18-49 age range. On average, users dedicate 5.5 hours per week to the app.

Upcoming Content Slate

During the NewFronts presentation, Amazon detailed its upcoming programming for IMDb TV. This includes several unscripted series:

• “Luke Bryan: My Dirt Road Diary”
• “Bug Out”
• “Untitled Jeff Lewis Project”

Additionally, a range of scripted releases are planned:

• “Blessed and Highly Favored”
• “Greek Candy”
• “Primo”
• “The Fed”
• “The Pradeeps of Pittsburgh, PA”

The memoir “High School” by Tegan and Sara will be adapted into an original series. New crime and police dramas, “Leverage: Redemption” and “On Call,” were also announced.

NFL Partnership Extension

Amazon has extended its agreement with the NFL for Thursday Night Football, securing the rights for an additional 11 seasons, beginning with the 2022 season.