One million Freely TVs sold as Hisense drives adoption in the UK, but LG still says no

Hisense has announced that sales of its Freely-enabled TVs have now surpassed one million units, a significant marker that underlines both the growing traction of TV-over-IP platforms, and Hisense’s expanding influence in the UK television sector.

The company now claims to be the second-largest TV brand in the UK, and continues to hold the position as the global number one brand for 100-inch-plus televisions.

However, not all TV brands are buying into the Freely proposition.

Freely provides aerial-free and subscription-free access to live and catch-up content from the UK’s major broadcasters, including the BBC, ITV, Channel 4 and Channel 5, using only a Wi-Fi connection.

Hisense was the first electronics manufacturer to integrate the Freely platform across its 4K TV range in 2024, embedding the live and on-demand service as a core feature.

Delivered as a fully integrated TV-over-IP platform, Freely offers more than 60 live channels and over 75,000 hours of on-demand programming, positioning it as a direct alternative to traditional terrestrial reception.

For integrators, this has particular relevance in properties where aerial access is limited, impractical, or undesirable, including apartments, garden rooms and modern developments focused on network-based infrastructure.

The platform’s integration across Hisense’s full 4K portfolio has made Freely a default viewing option rather than a secondary app-based experience, effectively reshaping how broadcast TV is accessed in connected homes.

Jonathan Thompson, CEO at Everyone TV, the company behind Freely, said: “By bringing together British broadcasters and manufacturers, we’re creating a TV experience rooted in collaboration and genuine choice for viewers. With a huge summer of sport ahead, including every World Cup match streamed live on Freely, our continued partnership with Hisense means audiences can look forward to an even better, more seamless viewing experience. Together, we’re making it easier than ever for people across the UK to enjoy brilliant free TV, however they choose to watch.”

Howard Grindrod, Vice President at Hisense UK, added: “Our partnership with Freely has played a key role in the continued evolution of our core product range, ensuring it meets the needs of today’s consumers. Looking at an exciting year ahead, our focus remains on pushing the boundaries of at-home entertainment, particularly as an Official Sponsor of the FIFA World Cup 26. We want fans from every corner of the globe to fully immerse themselves in the action from the comfort of their homes, with UK audiences also able to witness every memorable moment through Freely.”

Not all TV brands, however, are aligning themselves so clearly with the Freely model. Samsung continues to give the platform a cold shoulder across its own TV ranges. Meanwhile, LG Electronics announced yesterday, at a product briefing held in London, that it would not adopt Freely, describing the platform as a rival to its own webOS smart TV ecosystem.

LG confirmed to Inside CI that it is currently in discussions with UK public service broadcasters to deep-link their catch-up and VOD services directly into LG’s webOS EPG environment, creating a parallel platform strategy that would sit in direct competition with Freely.