‘It’s all on 5’ – Channel 5 and My5 combine under a single brand following record growth in streaming viewing
15 new live channels introduced as part of 5’s expanded content line up, with more to follow
The launch is accompanied by a major nationwide marketing campaign for its streaming service – the broadcaster’s biggest campaign ever
Chief Content Officer, Ben Frow announces new slate of originated UK content at 5 Showcase – including over 100 hours of drama
Wednesday 12th March 2025
Channel 5 and My5 have today relaunched as 5, uniting the broadcaster’s linear and streaming platforms under one brand. Following record growth of viewing on My5 during 2024, the move enables the broadcaster to build on the growing appetite for its streaming offering while continuing to serve its loyal linear audience.
As well as being the destination for all of Channel 5’s acclaimed drama originals, premium factual and kids’ programming from Milkshake!, 5 will feature a significantly expanded content offering drawn from Paramount’s family of brands, including BET, CBS, Comedy Central and MTV Entertainment Studios, plus the opportunity to sample some of the biggest hits from Paramount+ and more – both live and on-demand and all free of charge. Viewers will also have access to a wide range of boxsets, such as The Good Wife, Dexter and The Following.
15 new live channels, curated from some of Paramount’s most popular shows, are now available on 5’s streaming service. These free, ad-supported TV (FAST) channels include Police Interceptors, 5 Cops, Bargain Loving Brits, Dogs Behaving (Very) Badly, The Yorkshire Vet, Geordie Shore, Catfish, Teen Mom, MTV Reality and Milkshake!, with more channels to follow throughout the year.
The launch of 5 is supported by a national marketing campaign – the biggest ever for the broadcaster. Featuring the tagline, ‘It’s all on 5’, to showcase the breadth and depth of 5’s content offering, the campaign will run across out-of-home (OOH), TV, radio, online and on social media platforms. To build on 5’s relatability and deep connection with its audience, the campaign’s creative execution links 5 content to recognisable life moments. Refreshed branding and a consistent look and feel across 5’s on-air and streaming platforms will create a seamless viewing experience for the audience.
5’s combined offering across linear and streaming provides new opportunities for advertisers to reach a broader and more engaged audience through enhanced, data-led advertising solutions.
Sarah Rose, President of 5 and UK Regional Lead at Paramount, said, “This is the start of a new and exciting era for 5 as we bring together our linear and streaming services under one clear brand. Everything our audience and our advertisers already love about Channel 5 will be central to this relaunch – but there will be much more besides, with a huge array of content from the Paramount family and beyond, new live channels and a brand-new user experience for our streaming product.”
Ben Frow, Chief Content Officer at 5, said, “We have always been led by our audience and bringing Channel 5 and My5 together as 5 reflects our ambition that they can watch or stream whichever way suits them best.
“There is huge breadth of new content on streaming for viewers to discover, but the heart of 5 will always be our commitment to originated, UK produced public service content – including our award winning factual and more hours of original drama than we have ever commissioned.
“With an unmissable nationwide marketing campaign that is bigger than anything we’ve done before, I hope we can open the eyes of those who haven’t previously watched with us to some of the fantastic shows we have to entertain them.”
Over the next few months 5 will roll out across all platforms and devices where My5 is currently available, including pay TV (via Sky, Virgin Media, EE TV & TalkTalk), connected TVs (Freely, Freeview Play, Samsung, LG, Fire TV, Roku, Google TV, tvOS), mobile devices (iOS & Android) and
channel5.com.
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According to audience measurement firm Barb, viewing minutes for the streaming service were up by 53% in 2024 compared to the previous year—which 5 says is a higher growth rate than any other public service broadcaster in the same period.
While content from Channel 5’s preschool brand Milkshake! and Nick Jr. has already been available on the streamer for some time, Nickelodeon content will be added later this year in an effort that should appeal to older kids.
The service has introduced 15 new live channels to date, including a dedicated Milkshake! FAST channel that’s expected to drive discoverability for the block’s programming—which includes
Odo (Sixteen South),
The Woohoos! (Snipple Originals),
Mixmups (Mackinnon & Saunders) and
Tweedy & Fluff (Second Home/Stitchy Feet).
Paramount+ UK & Ireland is HERE! Stream a Mountain of Entertainment, including your Nickelodeon favourites! Try it FREE at ParamountPlus.com!
Paramount+ is also available with Sky Cinema at no extra cost.
