Freeview might still be one of the most popular ways to watch TV in the UK, but it seems things are slowly changing. Ditching the old-fashioned aerial and moving to streaming is becoming increasingly popular, with millions now tuning into live and on-demand content via their broadband.

Freely, which is run by Everyone TV and the same team as Freeview, is now one of the leaders in watching telly online, and it’s just confirmed a major boost to its platform. According to official viewing data, there’s been a significant increase in the number of people watching via the web.

This has been highlighted by the recent 2026 FIFA World Cup, with data showing that the share of viewing from broadband-only homes for England’s group-stage matches more than quadrupled compared to the last tournament back in 2022.

The increase reflects changing viewing habits of Brits, with more audiences now choosing to stream live TV rather than using over-the-air signals.

The World Cup also marked several other milestones for Freely. It’s been confirmed that during the tournament, the platform grew to more than two million monthly active users and recorded its biggest viewing day since launch.

Freely has also seen a rise in the proportion of users returning to the platform, indicating greater loyalty.

Speaking about the boost Jonathan Thompson, CEO, Everyone TV, said: “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?

As we mentioned earlier, this platform is actually owned by the same team behind Freeview, but it has one major difference. Instead of needing an aerial, it’s powered by a broadband connection, which makes it really easy to install.

Freely also comes packed with features, including the ability to pause live content and receive recommendations for new things to watch. There’s a full TV guide included, along with a mini guide and the ability to reverse time using the clever backwards guide.

At launch, Freely was only available on a select number of TVs, but there are now a vast number of screens that feature this platform.

A new puck, called Pleio, was also recently launched, bringing Freely to any TV.

Want to know more? Read everything you need to know about Freely here.