Channel 5’s Historic Rebrand to ‘5’: A New Era in British Broadcasting

8 September 2025 Media

Major Transformation in British Broadcasting

British free-to-air public broadcast television channel Channel 5 has undergone a historic rebranding, officially becoming ‘5’ as of March 12, 2025. The channel, which is owned and operated by Channel 5 Broadcasting Limited, a subsidiary of Paramount Skydance’s UK and Australia division.

Unified Streaming and Digital Presence

The rebranding initiative encompasses both the main channel and its streaming service, My5, unifying them under the ‘5’ brand across linear, streaming, and digital platforms. This transformation includes the introduction of new specially curated FAST channels, enhanced personalization features, and improved data-led advertising capabilities.

Growth and Performance

The rebranding follows a period of significant success for the network, with My5 experiencing remarkable growth. In the first half of 2024, the streaming service outperformed all other public service streaming platforms with a 40% increase in viewership. According to Sarah Rose, President of Channel 5 and UK Regional Lead at Paramount, this strategic move responds to evolving viewer habits as more audiences embrace streaming services.

Exciting New Content Developments

In a significant programming development, the channel has secured a multi-year agreement with the NFL and CBS Sports, bringing weekly live NFL coverage to UK free-to-air television. The deal includes two Sunday evening games each week, with one game airing at 6pm on the main channel and another at 9pm on 5ACTION (which will be rebranded as 5NFL on game nights). The agreement also covers the Super Bowl, NFL London and Dublin games, and Thanksgiving Day specials.

Future Outlook

While sister channels including 5Star, 5USA, 5Select, and 5Action maintain their current branding, the network faces challenges in the evolving media landscape. Channel executives acknowledge it’s been a “tough time for linear television,” with the network working to maintain viewership in an increasingly competitive streaming environment.