Streaming is booming, but with more choice, it also brings complexity. Viewers often juggle multiple apps, remote controls, and subscriptions to find the content they love. Because real magic happens when great content meets great user experience, our Local Content Heroes series celebrates the partners that make Smart TVs Powered by TiVo feel simply intuitive, familiar, and deeply relevant to our day-to-day lives. By telling these country-by-country stories, we’ll highlight audience needs and expectations, trusted brands, and the content people love—reinforcing the value of the TiVo OS platform across Europe and beyond.
This month, we’re shining a spotlight on the United Kingdom—where, according to the TiVo Q2 2025 Video Trends Report United Kingdom, viewers spend over four hours a day watching video and more than half of UK PSB broadcasters content viewership is now through their apps. With nearly 75% of daily viewing dedicated to UK-produced content overall, we’re exploring these unique habits, the apps audiences love, and the partners who make it all possible. United Kingdom: TV Essentials with Freely and Much More, All Seamlessly Together
Viewers value simplicity – easy access to familiar content they love —from trusted national broadcasters to the global streamers—without the hassle of switching between apps. TiVo OS’ UK Content Heroes lineup brings these favourites front and centre on the home screen including BBC iPlayer, ITVx, Channel 4, 5, STV Player, S4C Click, U, Watch Free UK, Freely, and Premier Sports a go-to destination for live sports coverage, add even more choice for viewers. Featured alongside the rich selection of UK originals from international and global streamers such as Netflix, Prime Video, Tubi and Disney+, TiVo’s UK experience delivers the Very Best of British TV all in one place.
Why it matters
- Freely at its core: PSB (Public Service Broadcasters) apps form the backbone of UK free streaming, enabling easy access to favorites from all the big channels, live and on-demand, without switching devices or juggling menus.
- Freely’s scale: Freely also offers 70+ high-quality live streamed channels, including exclusive channels like 4 Life, 4 Homes, and 4Reality, plus more on-demand content than any streaming service in the UK—over 75,000 hours.
- Nations inclusion: STV Player and S4C Clic bring Scotland and Wales front and centre across the UK, while Freely adds a next-level experience for live TV and streaming.
- Expanded choice: Freely and Premier Sports offer distinct experiences—Freely delivers seamless access to live and on-demand PSB content, while with Premier Sports, sports fans can enjoy premium live events including top tier British Rugby and Scottish League and Cup Football Both are easily accessible through TiVo OS, giving viewers more choice without complexity.
- Unparalleled Discovery: TiVo OS simplifies the journey from intent to play—whether it’s catching up on BBC dramas, browsing ITV box sets, exploring Freely’s live channels or cheering on a Premier Sports game – TiVo makes discovery easy with a one-stop search and watchlists across apps, home-page hero video trailers, partner picks carrousels and TiVo’s own voice search tech.
Did you know?
- More than half (52.7%) of UK broadcaster TV viewing now happens via apps, not traditional over-the-air, cable or satellite TV—a major milestone in consumer behaviour – according to TiVo Q2 2025 Video Trends Report United Kingdom
- Viewers overwhelmingly choose to stream linear TV when flagship channels like BBC One, ITV, Channel 4, and Channel 5 are easily accessible—reinforcing the importance of seamless integration (Source: Freely).
- Cultural proximity and narratives that connect and enlighten drive strong viewers engagement with more than 50% of UK viewers saying that Public Sector Broadcasters featured on Freely are best at showing people like them, their families and community(Source: Freely). `
Local British Heroes we’re spotlighting in January
- Freely – The biggest shows live and on demand, all in one place and all for free.
- BBC iPlayer – Unmissable national moments, documentaries, and drama.
- ITVx – Fresh box sets and live channels from the largest commercial broadcaster and streamer in the UK.
- Channel 4 – Bold factual and entertainment, free to watch.
- 5 – Comfort viewing and catch-up from Channel 5.
- U – From laughter to intrigue to real-life inspiration U has you covered.
- STV Player & S4C Clic – Nations’ identity and languages across the UK.
- Watch Free UK – Free streaming service from CBS and AMC Networks.
- Premier Sports – Premium live sports coverage for fans.
“The UK is a unique market where audiences really value local content, with four public service broadcasters all offering content that viewers best feel reflects them and their daily lives. However, we still face the same global challenges as other local broadcaster-rich markets, with audiences increasingly choosing to stream their favourite shows. In response to this growing consumer trend, the UK’s PSBs collaborated to launch Freely in 2024. The joint streaming platform provides easy access to streamed UK broadcaster content for free, seamlessly bridging the gap between live and on-demand. TiVo OS was one of the first Freely partners to come on board, further enhancing the experience with TiVo’s simple, familiar and innovative interface, and helping viewers to discover and watch uninterrupted. We’re excited to be working with TiVo on how we can continue to bring Freely to more UK homes.” – Deep Halder, Chief Commercial Officer at Everyone TV, owner and operator of Freely.
Across Europe, Smart TVs Powered by TiVo are bringing to users the content they love and the stories that resonate the most from the apps and channels we affectionately call our “Local Content Heroes”. The award‑winning TiVo OS experience puts these streamers at the forefront, making it easy for people to find, watch and enjoy local, relevant programming, alongside the best global streaming apps. It’s a viewing experience that feels tailored, familiar and effortless built on a platform designed for today’s viewing habits.
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