Amazon’s free, ad-supported streaming service IMDb TV is getting its own mobile app. The company announced the news today at its first-ever NewFronts presentation to advertisers, where it also shared that its over-the-top streaming businesses combined — meaning, IMDb TV, Twitch, live sports like Thursday Night Football, Amazon’s News app, and others — have now grown to more than 120 million monthly viewers.
This over-the-top business, or Amazon OTT as it’s called, includes anywhere ads show up alongside content on the IMDb TV app, Twitch’s game streaming site, during live sports Amazon streams through Prime Video, its 3P network and broadcaster apps, and its Amazon’s News app for Fire TV.
IMDb TV viewership, in particular, jumped 138% year-over-year, Amazon noted.
The ad-supported service, which likely benefited from the same pandemic bump that drove streaming service viewership higher across the board last year, is something of a rival to other free, ad-supported streamers, like Fox’s Tubi, ViacomCBS’s Pluto TV, or Roku’s The Roku Channel. However, more like Roku’s hub, Amazon leverages IMDb TV to help it sell its own media devices by promising users easy access to free streaming content.
Today, that’s resulted in the IMDb TV app seeing most of its usage on Fire TV. But over the past several months, the app has become more broadly available, with launches on Roku, Chromecast with Google TV, PlayStation 4 consoles, Xbox One and Series X devices, LG Smart TVs, Nvidia, Sony Android TV, and TiVo Android TV devices, Amazon says. Now it will get its own dedicated mobile app.
Instead of only a small section inside the IMDb app where the service’s content can be found today on smartphones. The new standalone app will arrive this summer on both iOS and Android, says Amazon. Amazon also told advertisers about IMDb TV’s current user base, noting that 62% were between ages 18 and 49. And they spend 5.5 hours per week on the app, on average. The forthcoming mobile launch was one of several announcements Amazon made today at its Newfronts presentation.