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Last year, rumor surfaced that Amazon-owned movie database IMDb was working on its own streaming service, which would differ from Prime Video by offering free content in the US.

Freedive for now is a USA -only service and can be accessed from the IMDB website and, naturally, from all Amazon Fire TV devices.

With IMDb Freedive, Amazon opens itself up to more advertising revenue, and that could help it catch up to Google and Facebook, which now dominate the digital ad space.

Amazon Prime Video which is locked in an intense competition against Netflix and Star India owned Hotstar, off-late has also build its film library by acquiring some of the latest films such as Thugs of Hindostan.

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JLR has warned of further losses in the event of the United Kingdom leaving the European Union with a poor trade deal or no deal. China is the company's biggest and profitable market, but sales have plummeted almost 50% there.

Amazon, which acquired IMDb in 1998, claims the site has more than 250 million unique monthly users worldwide. Those visitors now see direct links to view the select movies and shows that are carried by the new streaming service. Love Me., The Remix and the newly launched web series Four More Shots Please! which will be available on the platform from January 25.

The company spent heavily to produce and acquire streaming-video content including critically acclaimed shows such as "Transparent" and "The Marvelous Mrs. Maisel".

"Customers already rely on IMDb to discover movies and TV shows and decide what to watch", said Col Needham, Founder and CEO of IMDb. Presently, Freedive is only available for the U.S customers. "With the launch of IMDb Freedive, they can now also watch full-length movies and TV shows on IMDb and all Amazon Fire TV devices for free". In 2018, the digital video advertising industry grew 30 percent to $28 billion in the US, eMarketer reports.