Broadcaster-backed streaming service expands into new smart TV ranges

Freely, the broadband-based television platform backed by the UK’s major public service broadcasters, is now rolling out to an increasing number of TV brands across the country. This expansion marks an important step in making free live TV and on-demand content more accessible without the need for traditional aerials or satellite dishes.

The service originally launched on a limited selection of smart TV models, but manufacturers have steadily broadened their support. More recent partnerships include brands adopting Fire TV-powered sets, significantly widening the number of households that can access Freely straight out of the box. This shift is helping the platform reach mainstream visibility.

Freely combines live channels from major broadcasters with their on-demand libraries in a single interface. As more TV brands incorporate the software directly into their new models, users can switch seamlessly between live programming, catch-up content and free ad-supported streaming channels. This integration is becoming a key selling point for retailers.

The move comes as viewing habits continue to shift towards internet-delivered television. Consumers increasingly expect live and catch-up content to exist within the same platform, and Freely reflects that by reducing reliance on traditional broadcast infrastructure. For many new buyers, compatibility is now an important feature when choosing a TV.

Industry analysts note that the expansion across multiple brands strengthens Freely’s position in a competitive marketplace. With more manufacturers on board, the service gains greater visibility at retail level, where buyers often prioritise ease of setup and built-in free content over additional hardware requirements.

Retailers have welcomed the broadened rollout, reporting rising interest from customers looking for straightforward access to live TV via broadband. This demand has grown as households continue to explore ways to consolidate their viewing options without recurring subscription fees or the need for external equipment.

While the platform now appears on a wider variety of televisions, it is not yet universally available. Some older models and budget ranges may still lack the necessary compatibility. However, manufacturers have confirmed that additional models will receive support through future updates or new product lines.

Freely’s internal development continues alongside its hardware expansion. Broadcasters have outlined plans to add more channels, including additional free ad-supported services, as well as further enhancements to the user interface. These improvements aim to keep the platform competitive as UK homes adopt broadband-first viewing.

The rise of FAST channels has been a notable part of Freely’s growth. With more than 150 free ad-supported options becoming increasingly mainstream, the platform is positioning itself as a central hub for cost-free entertainment across genres ranging from lifestyle to classic TV and films.

As the rollout spreads across more TV brands, the UK’s shift towards fully streamed free-to-air broadcasting accelerates. For many households upgrading their sets, Freely’s availability now plays a much larger role in purchasing decisions, signalling a clear change in how free television is delivered.

Overall, Freely’s wider availability marks a major moment for internet-delivered TV in the UK. With more manufacturers integrating the service and further updates planned, the platform is set to become a cornerstone of the country’s evolving free-to-view landscape.