LG’s Streaming Strategy: Why Freely Didn’t Make the Cut and What It Means for the Future of TV
LG has confirmed it won’t be integrating the UK streaming service Freely into its televisions. This decision, revealed by an LG marketing manager, signals a shift in the company’s approach to delivering live broadcast content and highlights a growing trend among TV manufacturers to control the user experience and prioritize direct integrations.
The Rise of Freely and Its Appeal
Launched in 2024, Freely quickly gained traction in 2025 by offering a way to stream UK broadcast TV channels over the internet, eliminating the need for a traditional aerial. This flexibility has made it popular with brands like Hisense and TCL, and available on platforms including Vidaa, the new TiVo TV system, and Fire TV. Its appeal lies in its convenience – a simple Wi-Fi connection is all that’s needed to access live channels and catch-up services, making it ideal for kitchens, bedrooms, or shared living spaces.
Why LG Chose a Different Path
Despite Freely’s success with other manufacturers, LG has opted for a different strategy. According to Alexander Cox, partner marketing manager at LG Electronics, integrating Freely would involve using a third-party app for a core service, which doesn’t align with LG’s vision for its webOS platform. LG already offers a Freeview tuner and LG Channels for free streaming content. Instead, the company is “in conversation with PSBs” (public service broadcasting) to establish a direct line for IP streaming within webOS.
The Broader Trend: Manufacturers Taking Control
LG’s decision isn’t isolated. Samsung also doesn’t support Freely within its Tizen interface. This reflects a broader industry trend where TV manufacturers are increasingly focused on controlling the entire user experience. By developing their own solutions for streaming live broadcast content, companies like LG and Samsung can maintain tighter integration with their operating systems and offer a more seamless experience for viewers.
webOS 25 and the Future of LG Smart TVs
LG is rolling out webOS 25 to TVs from 2021 through 2024 as part of its Re:New program, offering up to five years of webOS upgrades. The latest version of webOS focuses on AI capabilities, aiming to enhance picture and sound quality and improve search functionality. This commitment to ongoing software updates demonstrates LG’s investment in its smart TV platform and its desire to remain competitive in the evolving streaming landscape.
The rollout of webOS 25 is happening quickly, with updates already available for 2023 and 2024 models, and OLED and QNED 8K TVs from 2022. The update includes useful improvements like support for 1440p 120Hz, which will appeal to gamers, and a new AI sound mode.
Beyond TVs: Freely Expands to Set-Top Boxes
While Freely may not be available directly on LG or Samsung TVs, the service is expanding its reach through set-top boxes like the Netgem Pleio and the Manhattan Aero. These devices provide an alternative way for consumers to access Freely’s content without needing a compatible television.
FAQ
Will older LG TVs get webOS 25? Yes, LG is rolling out webOS 25 to TVs from 2021 through 2024 as part of the Re:New program.
What is webOS Re:New? It’s LG’s program offering up to 5 years of webOS upgrades to select older LG TVs.
What are the benefits of webOS 25? It includes AI-powered enhancements to picture and sound, support for 1440p 120Hz, and a redesigned smart home hub.
Is Freely only available on certain TVs? Yes, Freely is currently available on TVs from Hisense and TCL, as well as through set-top boxes.
As the streaming landscape continues to evolve, the battle for control of the TV experience will likely intensify. LG’s decision to prioritize direct integrations over third-party apps suggests that manufacturers are increasingly determined to shape the future of television on their own terms.
