Summary
- Google TV launched its “Live” tab in 2023, and rebranded it to Google TV Freeplay in 2024.
- Google is now requiring Google TV streaming devices to include a button on its remotes for free TV.
- The move to incorporate the button aligns with growing FAST channel popularity, and makes it easier for users to access free TV in a world of rising streaming costs.
Free ad-supported television channels, commonly known as FAST channels, have gained popularity in recent years as cord-cutters seek new ways to enjoy their TVs without spending a fortune on cable subscriptions or other streaming services. Many streaming devices and smart TVs now come with built-in free live TV channels. Roku is a prime example of this, as The Roku Channel offers over 500 free live TV channels catering to various interests, including news, sports, movies, and more.
In 2023, Google joined the free TV landscape as well, introducing a new “Live” tab on Google TV devices featuring over 150 live TV channels available to watch for free without requiring a subscription or the installation of any additional apps. The selection is noteworthy, including channels like BBC Earth, UFC, PGA Tour, and many more. In late 2024, Google TV’s free channels were rebranded as Google TV Freeplay.
Google aims to enhance user access to Freeplay by requiring its OEM partners to equip all Google TV devices with a remote that includes a “Free TV” or “Live TV” button…
According to Android Authority, Google aims to enhance user access to Freeplay by requiring its OEM partners to equip all Google TV devices with a remote that includes a “Free TV” or “Live TV” button, starting in April 2025. This means if you plan to purchase a new smart TV with Google TV or a new Google TV streaming device later this year, it should come with a remote featuring a Free TV button that directs you straight to Google’s FAST channels.
Google TV
- Operating system
- Google TV
- Ease of use
- High
- Smart assistants
- Google Assistant
- Ad presence
- Moderate
- App availability
- Very wide
- Notable features
- AI-curated content; Chromecast built-in
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A Free TV button makes sense
It will make it easier for users to find Freeplay
Walmart / Pocket-lint
Most smart TV remotes already feature shortcut buttons for streaming services like Netflix or Disney+. Therefore, including a shortcut button for FAST programming makes perfect sense, especially given its popularity in the US. Google reports that the reception to Google TV Freeplay has been “overwhelmingly positive” and that this new button will “provide a consistent experience.”
“Google TV gives users access to a wide range of free TV options, including local news, popular shows, and movies,” Google said in a statement to Android Authority. “Since we launched free live TV options on Google TV, we’ve received overwhelmingly positive feedback from users, and this change will help provide a consistent experience with quick access at users’ fingertips.”
Some Google TV streaming devices already include a Free TV button, like Walmart’s Onn 4K Pro (seen above) which has a large blue Free TV button positioned near the center.
Google TV Freeplay is currently only available in the US, but if you are in another country, the button can be remapped to a different live TV guide. Google hasn’t disclosed specifics about the button’s requirements, such as how big it has to be or what color it needs to be. It’s also unclear if this requirement is just for the US or the whole world. However, Google did confirm that manufacturers can still design their remote as they see fit to “meet their customers’ needs,” so the implementation of the Free TV button will likely be different between OEMs.
Some Google TV streaming devices already include a Free TV button, like Walmart’s Onn 4K Pro (seen above) which has a large blue Free TV button positioned near the center.
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A clever move by Google
Other streaming companies will take note
This is a clever move by Google to mandate a Free TV button on its Google TV remotes. While some people may view this as just another button they don’t want or need, I see it as particularly useful for individuals like my parents, who sometimes find it challenging to navigate all the various sections and menus of their smart TV.
My parents often utilize the shortcut buttons that most smart TV remotes already include, such as those for Netflix or YouTube. Therefore, by adding a Free TV button to its Google TV remotes, it will make it easier for users like my parents to quickly access Google TV Freeplay without having to navigate to the “Live” tab on Google TV themselves.
It is clear that Google aims for Google TV Freeplay to capture a largerer share of the FAST market in the US, and introducing a shortcut button on its remotes is a strategy to help achieve that.
This also makes sense from a broader perspective. There is no denying that FAST channels are growing in popularity in the US. According to Statista, The Roku Channel was the leading FAST service in the US in 2024, with 83.4 million viewers, followed by Tubi with around 75 million and Pluto TV with approximately 62 million viewers. It is clear that Google aims for Google TV Freeplay to capture a largerer share of the FAST market in the US, and introducing a shortcut button on its remotes is a strategy to help achieve that.
In a world of rising streaming costs, it’s refreshing to see Google provide us with free TV accessible through a single button. I wouldn’t be surprised if other TV streaming companies take note of what Google is doing here, and start incorporating their own free TV buttons on their remotes.
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