Google has upgraded Freeplay, its free, ad-supported streaming service, to offer video on demand rather than just scheduled live-style channels. Users can now choose from more than 10,000 shows and films to watch whenever they like, bringing it closer in format to established free platforms such as Tubi and The Roku Channel. The move comes as major subscription streamers continue raising prices, fuelling growing demand for free, ad-supported alternatives.

Newly added on-demand titles include Lady Bird, Seventeen Again and Hell's Kitchen. Google has also expanded Freeplay's live channel lineup to more than 300, covering news, sport, reality TV and true crime, with additions such as World of Love Island, Yahoo! Sports Network, Bloomberg TV Plus and The Martha Stewart Channel. Google says it plans to keep expanding the Freeplay library throughout the year, as rivals including Disney Plus reportedly consider launching their own free tiers.