If you need a more recent (2023–2025) paper or one with direct empirical data on user behavior regarding “free movies on Prime,” let me know — I can help locate a specific citation.

Lobato examines how streaming platforms (including Amazon Prime Video) use “free” or bundled content as part of their subscription retention strategies . He discusses the shift from pay-per-view and ad-supported models to hybrid models (e.g., Prime’s “included with Prime” versus “rent/buy”). The paper also explores algorithmic curation and how “free” content drives user engagement.

Here’s a well-regarded academic paper that, while not exactly titled "movies on Prime Now free," closely engages with the behind why certain movies become free on subscription services like Amazon Prime: