Google is making moves to strengthen its position in the free streaming TV market with a rebranding effort and expansion of its channel offerings.
The tech giant has renamed its collection of free ad-supported television (FAST) channels to Google TV Freeplay. This new branding is rolling out across Google TV devices in the United States, including Chromecast dongles and Android TVs from manufacturers like TCL and Hisense.
Key updates include:
- Rebranding of free channels section to Google TV Freeplay
- Expansion to over 150 curated channels (up from 80 at launch)
- Addition of 14 new channels including Ghost Hunters, Ebony TV, and more
- Potential for a dedicated Freeplay app on the Google TV home screen
The Freeplay rebrand appears aimed at better promoting Google's growing library of free content. While the name change doesn't alter how users access the channels, it signals Google's commitment to competing in the FAST channel space against rivals like Pluto TV and Tubi.
Google TV now offers over 800 total free streaming channels, with a curated selection of over 150 highlighted under the new Freeplay banner. Users can find these channels under the Live tab on supported devices.
Industry watchers speculate that Google may expand Freeplay in the future to encompass other types of free content, potentially including ad-supported movies and shows from YouTube or other platforms.
The rebranding comes as Google prepares to launch its new Google TV Streamer device on September 24th. This upgraded set-top box will feature Dolby Vision support, smart home capabilities, and AI-powered content recommendations across streaming services.
While Google TV Freeplay is currently limited to U.S. customers, the rapid expansion of channels and new branding suggest Google has big plans for free streaming content. As the battle for viewers' attention intensifies, expect to see continued growth in FAST offerings across major streaming platforms.