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Sony Aims to Connect Advertisers to PlayStation Users With Launch of ‘Live TV on PS5’ (EXCLUSIVE)
Sony Pictures Television has launched "Live TV on PS5", a free ad-supported streaming service offering more than 100 live channels directly through the PlayStation 5 console, aimed at helping advertisers reach the gaming audience they have historically struggled to target. The move reflects a wider industry shift away from subscription streaming towards free, ad-funded channels designed to reach specific niche audiences rather than broad subscriber bases, positioning PlayStation's tens of millions of users—many of whom have cut ties with traditional television—as a valuable untapped market for advertisers.
The service, unveiled on Monday, launches first in the US, with Canada to follow and a rollout to Sony's Bravia televisions planned later this year; Sony has sold more than 95 million PS5 units worldwide as of 30 June. Channel partners include ABC News, Fox, NBCUniversal, ESPN, NFL Channel, NASCAR, UFC and Amazon MGM Studios, alongside exclusive anime channels from Crunchyroll and shows such as "The Walking Dead" and "Hot Ones". Sony will work with ad-tech firms Publica and PubMatic to serve targeted, "relevant" advertising, with executives saying the offering aims to remove friction in reaching viewers across Sony's various platforms.
In short
- Sony launches 100+ free ad-supported TV channels on PlayStation 5.
- Targets hard-to-reach gaming audiences for advertisers.
- Rolls out first in the US, then Canada and Bravia TVs.
Steelman: both sides, in good faith
The strongest fair case each way — we don't pick a winner.
The case for
A free, ad-supported service could give PS5 users convenient access to a broad mix of live channels without another subscription, while helping advertisers reach an audience that has largely moved away from traditional television. Sony and its partners could use targeted advertising to make the service commercially viable and fund a wider choice of programming.
The case against
Bringing targeted advertising into a gaming console may make it harder for users to avoid commercial tracking and interruptions in a space they primarily use for games. The strategy also treats players as an advertising audience, raising concerns that personalisation and cross-platform reach could serve commercial interests more than viewers’ privacy or experience.
Explained simply
PlayStation is Sony’s video game platform, and the PS5 is its current console. Many people use it mainly for games and have moved away from traditional television, making its large audience of interest to advertisers. Free, ad-supported streaming channels have also become a way for media companies to reach viewers without relying on subscriptions.
Sony Pictures Television makes and distributes television programmes and services. The channels and programmes involved come from a range of broadcasters and entertainment companies, including news, sport and anime providers. Advertising technology firms help select and deliver adverts to viewers.
Sony has sold more than 95 million PS5 consoles worldwide, though that figure does not show how many people would watch the service. The effort matters because it could give advertisers another way to reach gaming audiences, while offering PlayStation users live television through their console.