The company plans to launch an AVOD service, offering viewers free access to streaming content supported by advertising.
The move could broaden JustWatch’s relationship with audiences, shifting it from a platform that helps users find movies and shows to one that also delivers programming directly.
The service arrives as streaming companies increasingly turn to advertising to attract cost-conscious consumers and create new revenue streams.
JustWatch has built its brand by tracking where films and television programs are available across major streaming platforms, helping users compare subscription and rental options.
Details about the service’s initial content lineup, launch markets and advertising partners have not been fully disclosed.
The October debut will test whether JustWatch can leverage its search and discovery expertise in an increasingly crowded market dominated by established free, ad-supported platforms.