Channel 5 has expanded its distribution strategy by launching 11 free ad-supported streaming television (FAST) channels on the Freely platform in the UK. The move utilizes IP-based delivery to reach viewers on smart TVs and connected devices with a mix of exclusive and existing library content.
This expansion represents a critical step for UK public service broadcasters as they migrate from traditional terrestrial signals to IP-delivered television. By leveraging the Freely platform, Channel 5 can maintain its prominence in the electronic program guide (EPG) without requiring a satellite dish or aerial. This move counters the threat of global SVOD giants by providing free, localized, and genre-specific linear experiences that mirror traditional channel surfing. For the broader industry, it signals a shift where hybrid hardware—combining live IP and demand—becomes the standard for free-to-air television. Watch for whether this increased inventory on Freely triggers a measurable lift in Paramount’s programmatic ad revenue in the UK market.
The launch of these channels follows a broader strategic pivot by Paramount UK to unify its digital presence. In March 2025, per Kidscreen, the broadcaster officially retired the My5 brand, merging its linear and streaming assets under the singular '5' identity. This rebranding coincided with a significant surge in digital consumption; according to Barb data cited in early 2025, viewing minutes for the streaming service rose by 53% in 2024, outpacing growth at other UK public service broadcasters. This consolidation allows Paramount to use its local Channel 5 hits to drive traffic toward broader content from MTV, CBS, and Comedy Central.
Freely itself, managed by Everyone TV (a joint venture of BBC, ITV, Channel 4, and Channel 5), launched in April 2024 as the successor to Freeview. Since then, the platform has rapidly scaled its hardware ecosystem. Per Forbes and Broadband TV News in July 2025, Everyone TV expanded beyond integrated smart TVs by partnering with Netgem to release a 'plug-in and stream' puck, enabling Freely access on any HDMI-equipped television. This hardware flexibility is a core component of the UK's 'Future TV Taskforce' strategy, which supports a full transition to internet-delivered television (IPTV) by 2034.
Competitive activity on Freely has also intensified. In late 2025, per Everyone TV, the platform announced additional partnerships with Hearst Networks and Bloomberg TV+ to bring another 10 streaming channels to the service. These developments, alongside Channel 4's exclusive launch of channels like 4Reality and 4Homes, suggest that the UK's major broadcasters are increasingly prioritizing Freely as their primary vehicle for protecting reach as terrestrial viewing declines.
Add StreamingMeme as a preferred source on Google to see more of our streaming news at the top of your Search results.
Add as preferred source