Channel 5 and its streaming service My5 are set to merge under a single brand, now simply called “5.” This move by Paramount UK is a rebranding strategy, similar to Channel 4’s recent shift, aims to unify the network’s linear and streaming offerings, with My5 receiving a major upgrade.
According to reports, the rebranded 5 streamer will launch in Q1 next year, featuring an expanded content lineup, including FAST channels and new personalization features. Paramount’s AVoD platform Pluto TV, originally slated for a merger with My5, will instead continue operating as a standalone service in the UK.
Ben Frow, Paramount UK’s Chief Content Officer, who oversees both Channel 5 and Paramount+ UK, highlighted the strong demand for Channel 5 content on streaming platforms like Netflix. “There’s a huge appetite for [Channel 5] content in the streaming world,” said Frow adding that the revamped 5 will offer “a much bigger and broader offer than My5 with a significantly expanded range of content including new series and box sets in reality, drama, factual, and kids from across the Paramount family.”
The rebranding may quell speculation about Channel 5 potentially being sold under Paramount’s new leadership, especially as Frow prepares to speak at the Edinburgh TV Festival, where further details about the rebrand are expected. Frow, who has spearheaded Channel 5’s resurgence over the past decade, will likely address these topics during his keynote.
This move mirrors recent rebranding efforts by other UK networks, such as Channel 4’s transition of All4 to Channel 4 and ITV’s revamp of its Hub platform to ITVX. UK commercial networks have been navigating challenges like the ad recession and rising costs. Sarah Rose, President of Channel 5 and UK Regional Lead for Paramount, noted, “We have seen record growth for My5 viewing over the last three years, and as more of our audience discover streaming, we think it’s the right time to have a much closer relationship between our linear and streaming services. The new exciting content and FAST channels that we’ll be offering on 5 from 2025 will build on the amazing array of homegrown Channel 5 hits we know our audience already love.”
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