Freeview, once a dominant force in UK television, is facing a significant shift as millions of households abandon traditional aerials in favour of internet-based streaming. According to official viewing data, the number of broadband-only homes watching live TV has surged, with Freely—the streaming platform run by Everyone TV, the same team behind Freeview—reporting a major boost.
World Cup Viewing Highlights Changing Habits
The 2026 FIFA World Cup provided a clear indicator of this trend. Data shows that the share of viewing from broadband-only homes for England's group-stage matches more than quadrupled compared to the 2022 tournament. This increase reflects a broader change in British viewing habits, with more audiences opting to stream live TV rather than rely on over-the-air signals.
Freely also reached several milestones during the World Cup. The platform grew to more than two million monthly active users and recorded its biggest viewing day since launch. Additionally, the proportion of returning users increased, indicating greater loyalty among viewers.
CEO Comments on the Shift
Jonathan Thompson, CEO of Everyone TV, commented: "Major sporting events like the World Cup bring millions of people together for a shared live viewing experience. As one of the UK's biggest TV events, it offers a clear picture of how audiences are choosing to watch. Compared with 2022, significantly more viewing took place over the internet, highlighting the growing role of broadband in delivering free television and the changing ways audiences are watching live TV."
What Is Freely?
Freely is owned by the same team behind Freeview but differs in that it requires no aerial. Instead, it is powered by a broadband connection, making installation straightforward. The platform includes features such as the ability to pause live content, receive recommendations, a full TV guide with a mini guide, and a backwards guide to reverse time. Initially available only on select TVs, Freely is now supported by a vast number of screens. A new device called Pleio has also been launched, enabling Freely on any TV.
