Paramount UK’s Channel 5 is set to unify its linear and streaming offerings under a single brand, “5.” This strategic move aims to streamline the network and its streaming service, My5, enhancing viewer engagement. The rebranded platform is slated to launch in Q1 of 2025, showcasing an expanded library that will feature popular shows from Paramount’s portfolio, including titles from MTV, CBS, and Comedy Central, as well as selections from Paramount+.
In a move reminiscent of Channel 4's rebranding last year, Channel 5 will integrate its linear broadcasts and streaming services into one cohesive brand. The My5 platform, which has seen a 40% increase in viewership during the first half of 2024, will be upgraded significantly as part of this transition. For the first time, the newly branded 5 streamer will also include a range of FAST channels and new personalization features.
Ben Frow, Paramount UK’s Chief Content Officer, who oversees commissioning for both Channel 5 and Paramount+ UK, emphasized the growing demand for Channel 5 content in the streaming landscape. “The success of Channel 5 shows on Netflix demonstrates there’s a huge appetite for our content in the streaming world,” he stated. Frow highlighted that the relaunched streamer will offer a "much bigger and broader" selection of programming, encompassing new series and box sets across genres like reality, drama, factual content, and children’s programming from the Paramount family. Frow is scheduled to speak at the Edinburgh TV Festival, where he is expected to address the rebrand and potentially respond to inquiries about a possible sale.
The rebranding of Channel 5 aligns with similar strategies employed by other UK broadcasters. Last year, Channel 4 rebranded its All4 VoD platform to Channel 4, while ITV transformed its Hub platform into ITVX as part of a refreshed strategy and budget increase. These changes come amid challenges faced by UK commercial networks due to an advertising recession and rising operational costs.
Sarah Rose, President of Channel 5 and UK Regional Lead for Paramount, commented on the initiative: “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.”