What Frndly TV does

Frndly TV is a Denver-based live TV streaming service operating as a virtual multichannel video programming distributor (vMVPD) targeting budget-conscious cord-cutters seeking family-friendly entertainment. Founded in October 2019 by co-founders Michael McKenna and Bassil El-Khatib — both veterans of the traditional pay TV industry — the company launched with 12 channels at a $5.99/month price point and grew to 50+ live channels and 10,000+ on-demand titles by 2025. Its core technology centers on a live TV streaming platform with cloud DVR (unlimited, retained up to 9 months on Premium tier), 72-hour lookback functionality, and multi-screen streaming (up to 4 simultaneous streams on Premium), delivered via a self-serve, product-led distribution model across Roku, Amazon Fire TV, Apple TV, VIZIO, Samsung, Android/iOS, Chromecast, and web browser. The platform offers no-contract monthly or annual subscriptions in three tiers (Basic $8.99, Classic $10.99, Premium $12.99), with add-on subscriptions such as Hallmark+ at $5.99/month.

The company's business model combines recurring subscription revenue with growing advertising revenue (129% YoY growth in Q3 2022) targeting brand-safe, 100% authenticated Connected TV inventory. Content distribution agreements with Hallmark, A+E Networks (A&E, HISTORY, Lifetime, LMN, FYI, Military HISTORY, Vice TV), Weigel Broadcasting (MeTV, Heroes & Icons, DECADES, Start TV, MOVIES!, Story Television), GAC Media, and others underpin the channel lineup. GTM channels rely on a 7-day free trial, digital marketing via blog/social/PR, and seasonal promotional pricing (Black Friday and Summer events) to drive acquisition. Frndly TV reports the highest NPS among vMVPDs in the US per Parks Associates research, with 70% of users identifying it as their primary CTV app.

Following growth from 500,000 subscribers in November 2021 to over 700,000 by December 2022 (40% YoY), the company reached an inflection point when Roku announced its acquisition in May 2025 for $185 million, completing the deal in June 2025. Roku now operates Frndly TV as a bundled low-price live offering within the Roku Channel ecosystem alongside its $3/month Howdy streamer. The acquisition provides Roku an immediate foothold in the vMVPD category and positions Frndly TV's sub-$10 pricing tier as a strategic asset against more expensive mainstream streaming alternatives. Co-founders and senior leadership reportedly remained with the company post-acquisition.

Name

Frndly TV

Legal name

Frndly TV, Inc.

Website

https://try.frndlytv.com

Company type

Private

Founded year

2019

Operating status

Acquired

Headcount range

51–100 employees

Short description

Frndly TV is a Denver-based live TV streaming service offering 50+ family-friendly channels starting at $6.99/month to budget-conscious cord-cutters. Founded in 2019, it served over 700,000 subscribers before being acquired by Roku for $185 million in 2025.

Ownership category

akta.pro rank

Product category

Live TV Streaming (vMVPD)

NAICS

Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (51621), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (5162)

SIC

Cable & Other Pay Television Services (4841)

akta.pro primary industry

Live TV Streaming (vMVPD/IPTV OTT) (MPACAAAD)

akta.pro secondary industries

Pay-TV Value-Added Services (DVR, VOD, TV Everywhere, Apps) (MPABAGAG), FAST Linear Streaming Channels (Ad-Supported) (MPABAHAD)

Keywords

• Live tv streaming
• Cord-cutter streaming
• Family entertainment
• Vmvpd service
• Cloud dvr streaming

Headquarters

HQ city

Denver

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Operations, Technology or R&D, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Subscription Revenue: Monthly and annual subscription plans providing access to live TV streaming with tiered features (Basic, Classic, Premium)
2. Advertising Revenue: Ad-supported viewing with 100% authenticated and brand-safe inventory. 95% of ads delivered on Connected TV devices. Revenue grew 129% in Q3 2022 vs Q3 2021 and 325% in Q2 2022 vs Q2 2021
3. Add-on Subscriptions: Hallmark Movies Now available as $5.99/month add-on. Hallmark+ available as additional fee subscription

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels6 records

Core offering

Frndly TV is a direct-to-consumer live TV streaming service offering 50+ family-friendly channels including Hallmark, A&E, HISTORY, Lifetime and MeTV, available across three subscription tiers (Basic, Classic, Premium) starting at $6.99 per month. The service bundles live streaming, cloud DVR recording (up to 9 months on Premium), a 72-hour lookback feature, multi-screen streaming up to four devices, and on-demand content, accessible via Smart TVs, streaming sticks, mobile apps, and web browsers.

Product overview

Frndly TV is a live TV streaming service offering three subscription tiers (Basic, Classic, and Premium) that provide access to 50+ live TV channels and on-demand content. The platform differentiates through affordable pricing starting at $6.99/month, unlimited cloud DVR recording (on Classic/Premium), 72-hour lookback, and multi-screen streaming (up to 4 simultaneous screens on Premium). Add-on services include Hallmark+ for exclusive commercial-free content. The service is available across Smart TVs (VIZIO, Samsung), streaming devices (Roku, Fire TV, Apple TV, Chromecast, Android TV), and mobile apps (iOS, Android), as well as web browsers.

Differentiator

Problem solved

Functional benefit

Products and services

• Frndly TV Live TV Streaming Service Subscription live TV streaming service offering 50+ family-friendly channels including Hallmark, A&E, HISTORY, Lifetime, MeTV, INSP, UPtv and others, available through Basic (SD, 1 screen), Classic (HD, 2 screens, 3-month DVR) and Premium (HD, 4 screens, 9-month DVR) monthly or annual subscription tiers, with features including unlimited cloud DVR, 72-hour lookback, multi-screen streaming, on-demand library, and a 7-day free trial.
• Hallmark+ Add-On Subscription Optional paid add-on subscription offering commercial-free movies and series from Hallmark Channel, Hallmark Movies & Mysteries, and Hallmark+ exclusive content not available elsewhere, available to Frndly TV subscribers for an additional monthly fee.

Quantifiable outcome

• 40% subscriber growth in one year (2021-2022)
• +4 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature3 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• RokucoreStrategic or Co-development Partner · 1 May 2025Roku acquired Frndly TV for $185 million in May 2025. Frndly TV operates as a bundled channel service within Roku's platform, positioned alongside Howdy ($3/month ad-free streamer) as alternatives to expensive mainstream streaming services. The acquisition instantly makes Roku a major player in the vMVPD space.
• VIZIOcoreChannel Partner/ Reseller/ Distributor · 19 April 2023Frndly TV app made available on VIZIO Smart TVs, providing access to millions of VIZIO Smart TV owners. VIZIO users can check out Frndly TV for free for seven days before purchasing a subscription as low as $6.99 per month.
• Solo StoveminorGTM or Marketing Partner · 7 November 2022Cozy Holiday Bonfire Presented by Solo Stove pop-up channel launched November 8, 2022. The channel featured Solo Stove Bonfire 2.0 fire pit visuals with crackling fire sounds, running 24/7 until January 3, 2023.
• Weigel Broadcasting Co.coreChannel Partner/ Reseller/ Distributor · 28 March 2022Multi-year distribution agreement bringing six national TV networks to Frndly TV subscribers: MeTV, Heroes & Icons (H&I), DECADES, Start TV, MOVIES!, and Story Television. Frndly TV became the first live TV streaming service to carry all six Weigel national networks.
• A+E NetworkscoreChannel Partner/ Reseller/ Distributor · 10 November 2021Multi-year distribution agreement adding seven A+E Networks channels: A&E, The HISTORY Channel, Lifetime, Lifetime Movie Network (LMN), FYI, Military HISTORY, and Vice TV, plus complementary video on demand programming.
• GAC MediacoreChannel Partner/ Reseller/ Distributor · 15 October 2021Distribution agreement adding GAC Family and GAC Living channels to Frndly TV lineup. Both networks launched on Frndly TV October 19, 2021, increasing service offering to 23 channels.
• Hallmark Movies NowminorChannel Partner/ Reseller/ Distributor · 29 September 2021Hallmark Movies Now subscription video-on-demand service made available as $5.99/month add-on for Frndly TV subscribers. Offers commercial-free, feel-good movies and series from Hallmark Channel, Hallmark Movies & Mysteries, and exclusive content.
• Circle NetworkminorChannel Partner/ Reseller/ Distributor · 11 August 2021Circle, the nation's fastest growing Country music and lifestyle network, joined Frndly TV. Circle features original programming, classic country TV series, documentaries, live concerts, and travel shows.
• FETV (Family Entertainment Television)coreChannel Partner/ Reseller/ Distributor · 29 July 2021FETV became the 20th network on the Frndly TV lineup. FETV features classic and inspirational programming from the 1950s through 1990s including Perry Mason, Matlock, Barney Miller, and Bewitched.
• getTVcoreChannel Partner/ Reseller/ Distributor · 8 July 2021Distribution agreement bringing getTV's slate of action, crime, comedy and western TV series to Frndly TV subscribers. getTV is anchored by Sony Pictures Entertainment's vast TV and film library.

Scale indicators14 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Philo: Philo is the closest direct vMVPD competitor to Frndly TV - a similarly budget-priced, entertainment-only (no sports) live TV streaming service targeting cord-cutters seeking affordable, no-frills bundles. Both compete on price (~under $25/mo), the same value-conscious customer, and a family/entertainment content mix.
• Sling TV: Sling TV is a pioneering vMVPD from Dish Network offering live TV streaming with à-la-carte channel packages starting around $40/mo. Directly competes with Frndly TV for budget-conscious cord-cutters and uses a similar internet-delivered pay-TV model on Roku, Fire TV, Apple TV, and other smart TV platforms.
• YouTube TV: YouTube TV is the largest US vMVPD at ~$73+/month with 100+ channels including local broadcast, sports, and entertainment. Directly competes for cord-cutters with a much broader content mix, serving as a premium-tier alternative that defines the price ceiling against which Frndly TV positions itself.
• Hulu + Live TV: Hulu + Live TV is a major vMVPD bundled with Disney+/ESPN+/Hulu SVOD starting at ~$76/mo. Directly competes with Frndly TV in the same vMVPD category with broader content (sports, entertainment, Disney-branded channels) but at higher price points, appealing to fuller-stack subscribers.
• fuboTV: fuboTV is a vMVPD originally focused on sports and now broadening into entertainment/general live TV. Directly competes in the vMVPD category at higher price points (~$75/mo) with 100+ channels, including local broadcast and major sports - the opposite end of the vMVPD price spectrum from Frndly.
• DirecTV Stream: DirecTV Stream (formerly AT&T TV) is a satellite-derived vMVPD offering 90+ channels with regional sports and premium add-ons. Comparable as a traditional pay-TV player transitioning to streaming, it competes with Frndly for cord-cutters wanting a more familiar channel lineup at higher price points.

Broad incumbents

• Tubi: Tubi is a large free ad-supported streaming (FAST/AVOD) service owned by Fox, offering 200,000+ movies and TV episodes. While it overlaps with Frndly TV's ad-supported element and streaming distribution strategy, Tubi operates as an on-demand platform rather than live linear channels and competes only partially.
• Pluto TV: Pluto TV is a major FAST platform from Paramount offering 1,000+ free ad-supported live channels including news, sports, and entertainment. Comparable as a streaming distribution competitor with free, ad-supported monetization, but operates at much larger scale with no subscription tier.
• The Roku Channel: The Roku Channel is the parent company's free, ad-supported streaming service with live channels and on-demand. Post-acquisition it is the natural strategic complement to Frndly TV (Howdy at $3/mo and Frndly at $7+/mo are positioned as alternatives), and broadly overlaps in audience (cord-cutters, family viewers) and ad-supported monetization model.

Emerging players

• Samsung TV Plus: Samsung TV Plus is a free, ad-supported FAST streaming service built into Samsung Smart TVs. It's a peer via distribution (same smart-TV delivery model Frndly uses on Samsung devices) and audience (free/low-cost live TV viewers), but is owned by a device manufacturer and monetizes exclusively through ads.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/FrndlyTV
• Facebookfacebook.com/FrndlyTV
• LinkedInlinkedin.com/company/frndly-tv

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds3 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Frndly TV