Google is testing a redesign that makes it much easier to track down free-to-watch shows and movies on Google TV. A new “Free” tab is appearing for some users in the top navigation, separating ad-supported titles from paid options and putting no-cost entertainment front and center.
What’s changing in the Google TV interface
The update adds two tabs to the main navigation bar—“Free” and “Shop”—positioned between Live and Apps. Free collects ad-supported movies, series, and channels from installed apps and services, while Shop corrals rentals, purchases, and subscription content. Early testers report that the Free tab also highlights the top 10 free titles available in their country, making quick browsing painless.
The rankings and catalog appear to draw on Google’s own aggregation, likely including Freeplay, the company’s growing hub for free, ad-supported streaming and live channels. That means one place to surface what’s worth watching right now without jumping into individual apps or juggling sign-ups.
Why a dedicated Free tab on Google TV matters
Ad-supported streaming has moved from the margins to the mainstream. Research firms like Nielsen and Antenna have documented sustained growth in FAST and AVOD usage as households mix premium subscriptions with free viewing to manage costs. A dedicated Free tab addresses the biggest friction point in that behavior: discovery.
Instead of searching app by app—Tubi for a movie, Pluto TV for a live channel, Plex for a niche series—Google TV can now surface a cross-app slate of free options in one glance. For a family settling in on a weeknight, that’s the difference between deciding in seconds and spending 15 minutes sifting through tiles.
This also mirrors a broader trend across connected TV platforms. Competitors like Roku and Amazon promote prominent free hubs to capitalize on viewing that is increasingly price-sensitive and ad-tolerant. By pushing Free into the top-level navigation, Google TV is signaling that no-cost programming is a first-class citizen, not a secondary shelf.
How the Google TV Free tab compares to Android TV
Google recently piloted a similar Free experience on Android TV, and this test brings that approach to its more consumer-facing Google TV interface. The consistency matters: it lets content partners tag and surface ad-supported titles the same way across device families while giving users a familiar path to free content whether they’re on a TV from a major brand or an older set-top device.
Availability, rollout timing, and early user signals
The feature is not yet widely available. Reports from the Google TV community and coverage by industry watchers indicate that the tabs are appearing on a limited set of freshly set-up devices, while older units in the same household may not show the change. That points to a server-side A/B test, a common approach Google uses to validate engagement before a broader rollout.
If testing bears out, expect the Free tab to join other recent refinements on Google TV, which has been steadily streamlining its home experience while fixing visual quirks and improving curation. The end goal is clear: cut down the time from “what should we watch?” to “press play,” especially when the answer can be free.
What this change means for viewers and content partners
For viewers, the value is immediate—fewer clicks, fewer dead ends, and a curated snapshot of what’s trending free right now. For content providers, better placement in a high-traffic tab can translate into more viewing hours and more ad impressions. Analysts at eMarketer have highlighted that connected TV ad spend continues to expand with AVOD and FAST driving a sizable share, and features like this give Google a clearer path to capture that momentum.
Bottom line: what to expect if Google expands the test
Google TV’s new Free tab is a small UI tweak with outsized impact. By elevating ad-supported movies and shows into their own destination—and surfacing top picks by market—it makes the platform a stronger starting point for anyone who prefers to stream without paying a subscription or rental fee. If the test graduates to a full rollout, expect this to become one of the most-tapped spots on the home screen.
