AIB publishes new Member Insight on the evolution of Freeview and hybrid TV distribution

The Association for International Broadcasting (AIB) has published a new thought leadership article examining how the UK’s Freeview platform is evolving through the integration of broadcast and IP-delivered services.

Titled “Freeview Is No Longer Just Broadcast — And That Changes Everything,” the insight has been contributed by AIB Member Global Distribution Services (GDS) and explores how hybrid distribution models are already being deployed in one of the world’s most established digital terrestrial television (DTT) markets.

Freeview remains the UK’s largest television platform, reaching more than 18 million households. While often associated with traditional broadcast delivery, the new insight highlights how developments in IP delivery, data-led monetisation and platform integration are reshaping how services are delivered and experienced by audiences.

The article sets out how hybrid models can combine the scale, prominence and trust of broadcast platforms with the flexibility and performance transparency of digital delivery. It examines the growing role of technologies such as server-side ad insertion (SSAI), real-time audience data, and privacy-compliant monetisation frameworks, and considers how these are being applied within the Freeview environment.

The contribution also identifies the implications of these developments for broadcasters and platform operators. These include changing approaches to market entry, evolving audience measurement models, and the increasing importance of data in shaping both commercial and distribution strategies.

Looking ahead, the insight points to the continued development of IP-first platforms such as Freely, and the extent to which hybrid models may act as a bridge between traditional broadcast infrastructure and fully IP-delivered television services.

Commenting on the publication, Simon Spanswick, Chief Executive of the AIB, said:

“The transition from traditional broadcast to IP-delivered services is one of the most significant structural shifts facing the media industry. What this contribution demonstrates is that the future is not necessarily a binary choice between broadcast and streaming. Instead, we are seeing the emergence of hybrid models that combine the strengths of both. Understanding how these models are being implemented in practice is essential for broadcasters, regulators and policymakers as they consider the future of television distribution.”

Tanya Kronfli, Chief Executive of Global Distribution Services, added:

“Freeview offers something no other platform can match in the UK today — scale, credibility, and accessibility. What we’ve done at GDS is combine that reach with the precision of digital: SSAI monetisation, real-time data, and full transparency on performance. Broadcasters no longer have to choose between traditional TV and digital video — we bring the best of both worlds together in one solution.”

The publication forms part of the AIB’s ongoing programme of member-led insights, designed to share practical experience and inform industry understanding of key strategic developments.

Read the Insight here: https://aib.org.uk/Members/Member-Insight/AIB-TL-Freeview-2026-05-05.pdf