https://techcrunch.com/2021/03/03/amazon-fire-tv-expands-live-tv-features-adds-alexa-support-for-live-content/

Amazon is rolling out a new experience for its Fire TV platform that puts more focus on subscription-free streaming and other live content. The company today announced several new services are being integrated into its suite of Live features, including Xumo and its own IMDb TV and Amazon news app. The company also soon plans to add Plex, it notes.

All four of the services are available for free with ads and don’t require a subscription, Amazon says. These channels and their content will appear in Fire TV’s Live tab in the “On Now” rows, as well as in the Universal Channel Guide on the Fire TV app.