It’s not just Sky and Netflix anymore. In late 2025, the UK’s free TV landscape shifted dramatically as Everyone TV, the nonprofit consortium behind the Freely streaming service, announced a wave of 10 new free channels—plus another 10 coming in 2026—while Virgin Media O2 quietly doubled down on its own strategy: making its FAST channels available on-demand, no extra charge. The result? A quiet revolution in how British households consume television, without a subscription in sight.
Freely’s Channel Surge: From Niche to National
Launched in late 2023, Freely was designed as a public-service alternative to paid TV giants. But by late 2025, it had grown from a pilot project into a legitimate contender. With the addition of Blaze, Bloomberg News, True Crime UK, and AMC Reality, Freely now offers more than 40 live channels—all free, all ad-supported, and all accessible via smart TVs, streaming sticks, and now dedicated hardware. The real game-changer? Local TV. London TV, Liverpool TV, and Birmingham TV are no longer just digital afterthoughts. These hyperlocal channels, broadcasting regional news, events, and community programming, are now part of Freely’s core lineup. For the first time, a viewer in Cardiff can tune into a live broadcast from their own city without paying a penny. "This latest round of content partners marks another step forward for Freely as we scale up the platform for viewers and partners alike," said Jonathan Thompson, CEO of Everyone TV. The organization, a joint venture between the BBC, ITV, Channel 4, and Channel 5, is betting that audiences will trade premium subscriptions for free, high-quality alternatives. Hardware support is catching up. Netgem and Humax have already rolled out Freely-branded set-top boxes. More TV makers—Samsung, LG, and Hisense—are expected to embed the platform directly into their 2026 models. No app downloads. No logins. Just turn on the TV, and Freely’s there.Virgin Media’s On-Demand Gambit
While Freely pushes live linear TV, Virgin Media O2 is doing something more subtle—and arguably more disruptive. It’s turning its 35 FAST channels into on-demand libraries. Starting in late 2025, subscribers using the V6, TV 360, or Stream boxes can now rewind, pause, and replay 11 of Virgin’s most popular FAST channels: Next Up Live Comedy, Love Pets, Haunt TV, Homes Under The Hammer, Baywatch, Real Crime, Real Wild, History Hit, Wonder, The Chat Show Channel, and TRACE Sport Stars. "We're making unmissable content even easier to enjoy by making linear FAST channel content available on-demand so Virgin TV customers can tune in at any time and at no extra cost," said David Bouchier, Chief TV and Entertainment Officer at Virgin Media O2. That’s a big deal. For years, FAST channels were locked to their broadcast schedules. Now, if you miss History Hit’s deep dive into WWII naval battles at 8 p.m., you can catch it at midnight. Or 3 a.m. Virgin reports that its FAST channels already draw 500,000 viewers monthly—a number that’s expected to climb as on-demand access rolls out fully. The strategy didn’t come out of nowhere. Virgin’s FAST channel lineup has been growing steadily: Wonder and Red Bull TV landed in March 2025; British Screen Classics and wedotv Movies arrived in June; and Inside Outside, a home and food channel, debuted in November 2025. All included at no extra cost—even on the £5/month Flex plan.Why This Matters: The Death of the Paywall
This isn’t just about more channels. It’s about redefining value. Sky’s answer? Exclusive originals like Slow Horses and Brassic. But those cost £30 a month. Freely and Virgin are proving you don’t need to pay that much—or anything at all—to get compelling content. Freely offers live local news, international business coverage, and true crime documentaries. Virgin delivers reality TV, classic films, and pet shows—all with the convenience of on-demand. The financial logic is clear: advertising revenue is growing. Freely’s model relies on programmatic ads inserted during live streams. Virgin’s FAST channels pull in ad dollars while keeping subscribers locked in. And with annual price hikes now at £4 per month (up from £3.50), Virgin is betting that customers will tolerate modest increases if they get more for free. Even more telling? Netflix Standard with Ads is now bundled into most Virgin packages. That’s not a coincidence. Virgin isn’t just competing with Sky—it’s competing with the entire streaming ecosystem. And it’s winning by making everything feel free.What’s Next? The Battle for Default TV
Freely’s roadmap is bold: ITV and Channel 5 are expected to add channels in early 2026, potentially pushing the total past 60. Meanwhile, Virgin Media plans to add more FAST channels focused on niche genres—think gardening, classic sitcoms, and regional sports. The endgame? Making free TV the default. Not the fallback. Not the budget option. The preferred option. For viewers, that’s a win. For advertisers, it’s a goldmine. For legacy pay-TV providers? They’re scrambling.Frequently Asked Questions
How is Freely different from Freeview?
Freely is a streaming-only platform that requires an internet connection and a smart TV or streaming device, while Freeview relies on traditional terrestrial broadcasts via an aerial. Freely offers more niche and international channels like Bloomberg News and True Crime UK, and its interface is designed like Netflix—with no need for a set-top box from a broadcaster. It’s the modern, app-based evolution of Freeview.
Do I need to pay for Virgin Media’s on-demand FAST channels?
No. All on-demand access to Virgin Media’s 11 FAST channels is included at no extra cost for any active TV subscriber, even on the £5/month Flex plan. You don’t need to upgrade your package or add any premium tiers. Just use your existing V6, TV 360, or Stream box and browse the on-demand library.
What devices support Freely right now?
Freely is available on select smart TVs from LG and Panasonic, and via streaming sticks from Netgem and Humax. The Humax Freely box, which launched in late 2025, is now sold at Currys and Argos. More brands—including Samsung and Sony—are expected to embed Freely directly into their 2026 TV models, making it a built-in option like Android TV.
Why are local TV channels like London TV on Freely?
They’re part of a government-backed initiative to preserve local journalism. Since 2013, the UK has required local TV licenses to broadcast via digital platforms. Freely gives these stations national reach without charging viewers. London TV, for example, covers everything from council meetings to community festivals—content traditional broadcasters rarely touch.
Is Freely really free, or are there hidden costs?
Yes, it’s truly free. There are no subscription fees, no hidden charges, and no credit card required. You do see ads—typically 4 to 6 minutes per hour—but that’s the trade-off. It’s funded by advertisers, not viewers. The BBC and ITV, which own Everyone TV, use this model to maintain public service broadcasting without taxpayer subsidies.
How does Virgin Media’s FAST strategy compete with Sky’s premium content?
Virgin isn’t trying to match Sky’s exclusive dramas. Instead, it’s offering breadth: 35+ channels covering comedy, true crime, pets, history, and classic TV—all free with a subscription. With on-demand access and bundled Netflix, Virgin appeals to viewers who want variety without paying £50/month. It’s not about being the best—it’s about being the most convenient.
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