LG’s rollout of LG Channels in the United Arab Emirates marks the company’s latest attempt to position its smart TV platform as a central destination for free, ad-supported entertainment. The service, now accessible on all LG Smart TVs in the UAE, brings a catalogue of live channels, films, and curated programming without subscription requirements. This approach mirrors the wider industry trend toward free streaming options as manufacturers look to integrate more content directly into their operating systems and broaden regional reach.
Users can access LG Channels through the Home menu on their TV’s webOS interface, where the app aggregates a mix of international and regional programming. At launch, the lineup includes news outlets such as Bloomberg and Euronews, alongside regional broadcasters like Zee Alwan, Zee Aflam, Smashi TV, Lovin TV, and eight FAST channels from WATCH IT. The catalogue spans familiar categories including sports, entertainment, documentaries, kids’ programming, and lifestyle content, with LG indicating that additional channels will continue to roll out over time.
Recognizing the multilingual landscape of the UAE, LG has localized both the interface and content delivery, incorporating right-to-left navigation and support for Arabic and English. This customization is increasingly common in global streaming expansions, where ease of access and cultural relevance tend to have a measurable impact on user adoption. The company previously previewed the localized version of the service at Dubai’s K-Expo in Global Village, where visitors tested the app on webOS and explored its free streaming features through interactive demos. The activation drew interest from attendees and served as an informal gauge of consumer response before a wider Middle East rollout.
The UAE launch also folds into LG’s broader strategy to expand its free streaming footprint. LG Channels is already available in dozens of markets and includes more than 4,000 channels globally, reflecting the push by TV makers to embed free-to-watch entertainment directly into their devices. While this reduces dependence on third-party apps, it also positions manufacturers to capture a growing segment of viewers who are shifting toward FAST channels and ad-supported video as subscription fatigue rises.
As the Middle East becomes a more competitive market for streaming and connected-TV services, LG’s move underscores the evolving role of built-in platforms. Rather than emphasizing hardware alone, companies are increasingly leaning on regional content partnerships and localized interfaces to strengthen their ecosystems. How LG Channels performs in the UAE could provide an early indication of how receptive audiences in the wider region may be to free, integrated streaming options on smart TVs.
