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JustWatch is expanding beyond its traditional role as a streaming discovery platform with the launch of JustWatch TV, a new service that will allow users to watch content directly through the company’s apps and website. The announcement was made at TIFF: The Market, the Toronto International Film Festival’s new content marketplace.
Scheduled to launch in October 2026, JustWatch TV will initially be available across the UK, Ireland, US, Canada, Germany, Austria, Switzerland, France, Italy, Spain, Australia and New Zealand. The service will combine several business models, including free ad-supported streaming, transactional rentals and an ad-free subscription option.
The initial content line-up will draw on partnerships with companies including Paramount, New Regency, Fremantle, Bleecker Street and Vortex Media, with further partners expected to be announced. JustWatch says the catalogue will combine recognised films and television programmes with titles that can otherwise be difficult for audiences to find.
The launch represents a significant evolution for a company that has spent more than a decade helping audiences navigate an increasingly fragmented streaming market. JustWatch currently tracks content availability across more than 1,500 streaming services worldwide, giving it substantial data on what viewers are actively searching for.
That demand data will play a role in shaping the JustWatch TV catalogue. Rather than operating solely as another standalone streaming destination, the company intends to connect discovery and viewing, allowing audiences to watch certain titles directly on JustWatch while continuing to direct them towards other streaming platforms when appropriate.
CEO and founder David Croyé positioned the service as a natural extension of JustWatch’s original mission of simplifying access to films and television. The company particularly wants to improve access to hard-to-find and previously unavailable titles, while reducing the friction between searching for a programme and actually watching it.
For the wider streaming market, JustWatch TV creates an interesting hybrid proposition: streaming guide, FAST platform, rental storefront and subscription service within the same ecosystem. JustWatch says it intends to maintain its role connecting viewers with third-party platforms even as it begins distributing content itself.
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