Google's streaming service will include some 800 free channels, the company announced on Tuesday, setting it aside from rivals Apple Inc (NASDAQ:AAPL) and Amazon.com Inc (NASDAQ:AMZN).
Google TV will act as de facto a guide, directing viewers to free external channels including FOX, NBC and ABS through a ‘live’ tab, it said in a statement.
“These days we have more ways to stream movies and TV shows than ever — but as streaming services multiply, so do our monthly bills,” Google added.
“Luckily, there’s been an increase in the number of free TV options available […] But with all the choices out there, it can be hard to know what’s available and how to find it.”
The new guide layout has been launched on a limited number of devices in the US, including Google's own Chromecast and TVs from Sony, Hisense and Philips, setting it apart from rival streaming services Apple TV and Amazon’s Prime Video.
These create revenue by charging users to subscribe and only offer content produced by Apple and Amazon, though they are more broadly available on different devices.
Unlike rivals, Google TV provides space for advertising, opening another door for owner Alphabet Inc (NASDAQ:GOOG) to generate revenue from publicity, which accounts for most of its income.
At US$59bn, 77.6% of Alphabet’s US$76bn fourth quarter revenue came from adverts, according to data from the US Securities and Exchange Commission.
ITV PLC (LSE:ITV) and The Walt Disney Company (NYSE:DIS)’s ESPN have made similar moves in the past few months, with the former introducing its new free streaming service ITVX in December, which offers users to pay to stop seeing adverts.
ESPN looked to tap into the legitimate sports streaming market meanwhile, suggesting in early March it could introduce an effective portal to redirect viewers to external websites.