BBC and UK Broadcasters Seal Streaming Partnership with Amazon

The UK’s major public service broadcasters—BBC, ITV, Channel 4, and Channel 5—have finalized a deal with Amazon to bring their new free streaming platform, Freely, to Amazon’s smart TVs. This partnership is seen as a significant step in the digital transition for these broadcasters, allowing users of Amazon’s Fire TV operating system to watch live and on-demand TV content for free.

Everyone TV, a joint venture backed by the four broadcasters, launched Freely earlier this year as a successor to the Freeview service. Unlike Freeview, which required an aerial, Freely delivers its services through internet streaming. Viewers can now access around 70,000 hours of TV content without the need for an aerial or satellite dish, positioning Freely as a strong competitor to other streaming platforms.

Freely is already available on several smart TVs from manufacturers like Hisense, Bush, Toshiba, and Panasonic, and the new deal ensures its availability on Amazon Fire’s smart TV models, including the Fire TV 2-Series and 4-Series. The move will likely enhance Freely’s reach, as it expands partnerships with both TV hardware manufacturers and software providers.

This shift aligns with the growing trend among public broadcasters to move their services online, as traditional broadcast methods, such as aerial and satellite services, lose relevance. Some channels have already begun migrating to online-only formats, and the BBC, under its director-general Tim Davie, has been preparing for a future of purely internet-based TV and radio services.

Erik Huggers, chair of Everyone TV, emphasized the importance of Freely achieving wide distribution, stating that “scale is the name of the game.” For Freely to succeed, it must be available on as many devices and platforms as possible. Analysts see the partnership with Amazon as a key win for UK broadcasters, ensuring that global players like Amazon recognize and adapt to the distinct market dynamics in Europe.

This partnership represents a significant advancement in modernizing the delivery of British TV content, ensuring greater accessibility to viewers across the UK while aligning with global technology trends. As the television landscape shifts from traditional broadcast methods to internet-based services, this collaboration between UK broadcasters and Amazon positions Freely to meet evolving viewer preferences and expectations.

By expanding Freely's availability through Amazon’s smart TVs, the deal not only boosts the visibility of UK public service broadcasters but also signals a broader move toward digital transformation within the media industry. With global players like Amazon now facilitating access to local content, the agreement underscores the importance of cross-industry collaboration to maintain relevance in an increasingly competitive market dominated by subscription-based streaming giants.

For viewers, the deal offers the convenience of accessing both live and on-demand TV from major UK broadcasters without the need for external hardware like aerials or satellite dishes. This ease of access aligns with the growing consumer demand for flexible, internet-based content consumption, thereby ensuring that British public service broadcasters remain competitive as more audiences shift to online platforms.

Moreover, the scale and reach achieved through partnerships like these will be crucial for the success of platforms like Freely, helping British broadcasters to preserve their cultural influence while embracing modern technologies. By integrating with Amazon Fire's ecosystem, Freely is set to reach a wider audience, facilitating a smoother transition for viewers and reinforcing the relevance of free, public service broadcasting in the digital age.