Channel 5 is set to merge its linear broadcasting operations with its My5 streaming service under a single brand starting next year.

As part of the rebranding, the unified identity will be called ‘5’ andthe channel’s streaming service will undergo a major overhaul, featuring a new user interface and additional content.

This will include a new lineup of specially-designed free ad-supported TV (FAST) channels.

Parent company Paramount has also announced plans to enhance personalisation and introduce improved data-driven advertising opportunities for brands.

This comes at a strategic time for its streaming service, which it reports has increased viewership by 40% in the first half of 2024.

Paramount UK regional lead and Channel 5 president, Sarah Rose, said: “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.

Under its new unified identity, 5 will be integrated into Paramount’s broader streaming portfolio in the UK, which already includes Pluto TV and Paramount+.

Paramount UK chief content officer Ben Frow added: “We know from the success that so many of our Channel 5 shows have had on Netflix that there’s a huge appetite for our content in the streaming world.

“As we relaunch as 5, our streaming service will offer a much larger and more diverse selection than My5, with a significantly expanded range of content including new series and box sets in reality, drama, factual, and kids programming from across the Paramount family.”