Making good on plans teased by parentco Paramount in August, British broadcaster Channel 5 has unified its linear net and My5 streaming platform under one new brand identity—known as 5—which went live yesterday.

Accompanying this rebrand is a content expansion plan on streaming that will incorporate more titles from Paramount’s broad family of brands (BET, CBS, MTV and more) and build on a viewership growth trend that has been playing out on My5. According to audience measurement firm Barb, viewing minutes for the streaming service were up by 53% in 2024 compared to the previous year—which 5 says is a higher growth rate than any other public service broadcaster in the same period.

While content from Channel 5’s preschool brand Milkshake! and Nick Jr. has already been available on the streamer for some time, Nickelodeon content will be added later this year in an effort that should appeal to older kids.

The service has introduced 15 new live channels to date, including a dedicated Milkshake! FAST channel that’s expected to drive discoverability for the block’s programming—which includes Odo (pictured, Sixteen South), The Woohoos! (Snipple Originals), Mixmups (Mackinnon & Saunders) and Tweedy & Fluff (Second Home/Stitchy Feet). 

Over the next few months, 5 will roll out wherever My5 is offered, including pay-TV platforms, CTVs, mobile devices and the channel5.com website. The 5 offering will also open up “new opportunities for advertisers to reach a broader and more engaged audience through enhanced, data-led advertising solutions,” according to a press release.