Channel 4 has launched three exclusive channels for Freely as part of its strategy to become a ‘digital-first’ service by 2030.
The channel announced yesterday that 4Reality, 4Homes and 4Life would be immediately added to Freely, becoming the first public broadcaster to launch exclusive streaming channels on the service.
Freely — the streaming service run by EveryoneTV and backed by the BBC, ITV, Channel 4 and Channel 5 — has enjoyed a strong start since launching in 2024. It now attracts around 500,000 weekly users and carries more than 50 live channels. It is forecast to become the UK’s largest TV device platform by 2030, overtaking Freeview.
Channel 4’s new channels are aimed squarely at younger audiences, a group that already makes up the largest share of Freely’s viewers. The broadcaster hopes to blend the on-demand convenience digital natives expect with the more traditional ‘lean-back’ experience of live TV:
- 4Reality will showcase hit reality and dating shows including Married At First Sight, Naked Attraction and First Dates.
- 4Homes will focus on property and interiors programming such as A Place in the Sun and Grand Designs.
- 4Life will feature lifestyle series including Travel Man and The Dog House.
A Channel 4 spokesperson added: ‘The formation of these “streamed” channels reflects a strategic positioning to differentiate Channel 4’s offering from original equipment manufacturer-led FAST (free ad supported streaming television) services and highlight its premium nature.’
There are no founding advertisers at launch, with the channel saying it is in a ‘test and learn’ phase, but the channels will be commercialised ‘in due course’.
The launch is described as being a key part of Channel 4’s Fast Forward strategy. Announced in January 2024, the strategy aims to transform the channel into a ‘digital-first’ service by 2030. Digital revenue made up 30% of the channel’s revenue and they aim to increase this to 50% by 2030.
Along with the Freely expansion, Channel 4 has been expanding its digital inventory and enhancing ad tech capabilities in 2025. Other efforts announced this year include distributing video programming on Spotify and — in collaboration with ITV, Sky and Comcast — launching a self-service advertising marketplace targeting SMEs.
The brand extensions came after reporting late last year a bruising set of 2023 results, including a loss of £52m and the worst fall in advertising since the 2008 financial crash.