Freely streaming platform reaches half million weekly users

Freely, the collaborative streaming platform from Britain's major public service broadcasters, achieved over half a million weekly users during its first year of operation, according to data released September 3, 2025, by Everyone TV. The milestone coincides with new research demonstrating that UK audiences continue to favor traditional broadcasters for the most memorable television moments.

The streaming service, launched through a strategic partnership between BBC, ITV, Channel 4, and Channel 5, has attracted younger viewers as early adopters, with the largest proportion of users aged 16-34 years. Data shows over two-thirds of Freely users stream content exclusively through internet connections, while the remaining third utilize hybrid Wi-Fi and aerial configurations.

"With the majority of our users streaming-only, it shows that Freely is accomplishing what we set out to do – provide an easy and simple way for audiences to enjoy their favourite free TV shows all in one place as viewing habits shift," said Jonathan Thompson, CEO at Everyone TV.

The platform emergence occurs as streaming consumption patterns fundamentally transform viewing habits, with Connected TV advertising projected to capture substantial budget allocation increases across European markets. Industry projections indicate streaming platforms will command 28% of media budgets by 2025, doubling from 14% in 2023.

Research commissioned by Everyone TV and conducted by Oliver & Ohlbaum Associates reveals British audiences overwhelmingly turn to national broadcasters for television moments that generate lasting cultural impact. The study, titled "The Heart of the Nation: The enduring power of the national broadcasters," shows programs from BBC, ITV, Channel 4, and 5 demonstrate nearly twice the memorability compared to subscription streaming services.

Key findings indicate 60% of low-income households identify public service broadcasters as best representing their communities, compared with 22% for subscription streaming platforms and 14% for video-sharing platforms. The research shows national broadcasters excel at representing viewers outside London and from lower income backgrounds, with over half of UK television viewers saying PSBs best represent people in their families, communities, or towns.

The data contrasts sharply with subscription streaming services, which received 27% support, and video-sharing platforms like TikTok or YouTube, capturing just 13% of respondent preference. Four times more people agreed national broadcasters excel at creating connections across UK nations and regions compared to video sharing platforms.

Mark Oliver, Chairman & Senior Advisor at Oliver & Ohlbaum Associates, emphasized the research significance amid narratives suggesting alternative platforms supersede traditional broadcasting. "British audiences of all ages still favour the long-loved national broadcasters," Oliver stated. "Our research shows that, by some way, they continue to best represent audiences' real-lives, right across the UK, unite and connect us, and produce the most memorable TV moments, some with lasting impact on our society."

The streaming platform integrates live and on-demand programming from partner broadcasters without requiring dishes, aerials, or monthly subscriptions. Current integration spans new smart televisions, with plug-in streaming devices scheduled for later this year. Nearly 8 in 10 people indicate desire for Freely integration in their next television purchase.

Freely forecast suggests the platform will become the largest television device platform in the UK within five years, providing primary viewing infrastructure for most homes by 2030. The projection aligns with data showing one-third of UK households will watch television exclusively over internet connections by the end of 2025.

The research highlights specific programming that drives national conversation and cultural unity. Shows like ITV's "Mr Bates vs The Post Office" and BBC's "Gavin & Stacey" rank among the most unforgettable recent programs. British-focused content including "The Great British Bake Off," "Race Across the World," and "Women's Euros" exemplify television moments that bring diverse audiences together.

The platform development reflects broader industry transformation as UK broadcasters collaborate on unified advertising solutions. Sky, Channel 4, and ITV announced plans in June 2025 for a self-service television advertising marketplace launching in 2026, demonstrating continued evolution in how traditional broadcasters adapt to streaming environments.

For marketing professionals, Freely's success demonstrates the viability of broadcaster-controlled streaming platforms in capturing audiences migrating from traditional linear television. The platform's streaming-first user base validates predictions about internet-based television consumption while maintaining content quality and cultural relevance that distinguishes public service broadcasting.

The timing coincides with significant streaming industry developments, including Netflix's advertising revenue doubling initiatives and Amazon's Complete TV advertising management system. These developments underscore the rapid evolution in streaming advertising technology and audience measurement capabilities.

Everyone TV's data shows Freely addresses the challenge of content discovery across fragmented streaming environments. The platform provides unified access to partner broadcaster content while maintaining the editorial standards and regulatory compliance that distinguish public service broadcasting from commercial streaming alternatives.

The research methodology encompassed comprehensive audience surveys analyzing television consumption patterns, content memorability metrics, and demographic representation across different platform types. The study examined how various television services represent diverse UK communities and generate shared cultural experiences.

Oliver & Ohlbaum Associates conducted the analysis as streaming services capture increasing shares of total television viewing time. The research provides empirical evidence about content quality and cultural impact amid ongoing debates about the role of public service broadcasting in digital media environments.

For advertising industry observers, Freely's growth trajectory validates the potential for broadcaster-controlled platforms to maintain audience relationships while adapting to streaming distribution models. The platform demonstrates how traditional media companies can leverage established content libraries and production capabilities to compete effectively against technology-focused streaming services.

The success metrics suggest streaming platforms backed by established broadcasters can achieve rapid user adoption while maintaining content quality standards that distinguish public service media from purely commercial alternatives. The younger demographic adoption indicates these platforms successfully attract digital-native audiences without abandoning traditional broadcasting values.

Timeline

February 2024: UK public broadcasters announce Freely streaming platform for Q2 2024 launch

Q2 2024: Freely streaming platform officially launches through BBC, ITV, Channel 4, and Channel 5 partnership

May 2025: Freely announces new features and expanded streaming device partnerships

June 2025: UK broadcasters partner with Roku to deliver Freely platform integration

July 2025: Freely announces expansion into dedicated streaming devices beyond smart TV integration

September 3, 2025: Everyone TV announces Freely reaches over 500,000 weekly users with new research on broadcaster preferences

Summary

Who: Everyone TV, representing BBC, ITV, Channel 4, and Channel 5, along with research firm Oliver & Ohlbaum Associates

What: Freely streaming platform achieved over half a million weekly users in its first year, while new research shows UK audiences favor national broadcasters for memorable television content

When: September 3, 2025, marking Freely's first anniversary with milestone user numbers and research publication

Where: United Kingdom, with Freely available through smart TVs and expanding to plug-in streaming devices

Why: The platform addresses changing viewing habits as one-third of UK households move to internet-only television consumption by 2025, while research validates the continued cultural importance of public service broadcasting in creating shared national experiences