Amazon is working on an ad-supported streaming app, according to a report in The Information. The new app, reportedly to be called “Free Dive,” will be offered on Amazon's Fire TV family of streaming devices in much the same way that Roku's Roku Channel is currently offered on that company's own devices.

The new channel is being developed by IMDb, which has been owned by Amazon since the late 1990s. Per The Information's report, the service is expected to be filled primarily with licensed (rather than original) content, and will be separate from, though complementary to, Amazon's existing Prime Video streaming service.

The reported move fits sensibly into Amazon's broader strategy, which has involved plenty of streaming-oriented moves. Amazon has invested heavily in original content for its Amazon Prime Video streaming service, chased sports streaming rights and inked deals with the NFL and other leagues, and sold advertising space on some of its streaming content. The reported app would also allow Amazon to keep pace with its hardware rival, Roku, which already has an exclusive ad-supported app in the Roku Channel.