From June 2025, Freely is being added natively to Roku-powered smart TVs in the UK. This is a UK public service broadcaster’s free streaming platform backed by BBC, ITV, Channel 4, and Channel 5.
The partnership establishes Freely as the default TV guide on new Roku TV models. Some brands that will feature this include Sharp, JVC, METZ, Polaroid, and more.
The move to embed Freely into Roku OS
Everyone TV, the non-profit operator behind Freely and other UK broadcaster-led platforms, has negotiated a deep firmware-level integration with Roku. Rather than appearing as a standalone app among many, Freely will function as the default Roku TV guide interface.
This allows you to access live linear channels and on-demand content directly through its EPG.
Jonathan Thompson, CEO of Everyone TV, confirmed the deal. He said: “Offering Freely on the Roku operating system is a major milestone for us as we continue to expand reach for the free streaming platform.
“We’re delighted that as a huge global player, Roku has recognized the importance of easy and seamless access to public service broadcast content for UK audiences, and I look forward to seeing Freely smart TVs with Roku in the market this summer.”
This rollout, which begins in mid-June 2025, adds Roku OS to Freely’s growing list of smart TV partners.
According to Roku’s UK Country Manager Richard Halton, “Roku believes that all TV will be streamed. We are excited to partner with Freely and continue our collaboration with UK broadcasters. Together, we will bring the best content discovery experience to viewers across the UK.”
Why Freely on Roku matters to viewers
Below is what this means to you as a viewer:
Swift access to live and on-demand content
Freely merges the familiar live-TV EPG with broadband-delivered streams. You do not need a separate aerial. You can quickly scroll through channels, pause live broadcasts, or restart missed programs, just like you do with a standard EPG.
Additionally, instead of downloading individual broadcaster apps, such as BBC iPlayer or ITV X, and managing multiple logins, you get a unified platform.
Access to popular UK shows
Launched in April 2024, Freely already claims coverage of 97% of the UK’s most viewed programs across live and on-demand content.
With Roku now on board, its distribution covers roughly 60% of the UK’s smart TV market. So, if you already have a Roku OS device, you’ll be able to access all these for free.
A consistent, familiar UX across devices
The UK is accustomed to a standardized broadcast EPG across all TV sets. This reduces friction, eliminating the need to learn new interfaces or navigate several apps to get content.
“If you don’t do that, how can we compete with the leaders like Netflix?” Halder said, stressing that Freely becomes the central hub for UK broadcast viewers.
“…the UK consumer is used to having a live TV experience that is consistent across devices, no matter what TV [brand] you watch,” he added.
Future-proofing against the decline of terrestrial TV
Freely’s hybrid model supports both IP streams and traditional aerial signals, providing a fallback capability as the UK transitions from Freeview.
Over 18 million households still rely on digital terrestrial television. The DCMS is also considering scaling it back beyond 2034. Freely provides a streaming-first replacement while retaining backward compatibility.
The integration with Roku takes this mainstream. Many users would be interested in IP delivery as the new default, with fallback terrestrial as secondary.
What lies ahead for Freely?
Everyone TV indicates that Roku’s addition boosts Freely’s coverage from roughly 50% to 60% of UK TVs, with the remaining 40% tied to a few large TVOS platforms under active negotiation.
Plans may extend to stand-alone streaming media devices, like Fire Stick equivalents, to reach legacy TV users.