Google TV Enhances User Experience with New ‘Free’ and ‘Shop’ Tabs
Google TV is currently experimenting with the addition of two new tabs—’Free’ and ‘Shop’—on its homescreen interface. This development aims to provide users with streamlined access to a broader range of content, enhancing the overall viewing experience.
Since its launch in 2020, the Google TV homescreen has maintained a relatively consistent layout. A notable change occurred when the platform removed the ‘Library’ and ‘Watchlist’ tabs, consolidating them under a new profile menu to simplify navigation. Now, in a move to enrich content accessibility, Google TV is introducing the ‘Free’ and ‘Shop’ tabs.
Positioned between the existing ‘Live’ and ‘Apps’ tabs, the ‘Free’ tab curates content available at no cost through various streaming services, including Tubi. This feature is expected to integrate offerings from Freeplay, Google’s own collection of free channels, which has been expanding over time. As of November 2024, Google TV’s Freeplay boasted over 1,100 free channels accessible directly from the homescreen. ([9to5google.com](https://9to5google.com/2024/11/13/google-tv-1100-free-channels-homescreen/?utm_source=openai))
The ‘Shop’ tab, on the other hand, provides a platform for users to purchase movies directly through Google TV, utilizing the Google Play infrastructure. This addition is particularly intriguing given Google’s recent trend of de-emphasizing movie purchases, including the discontinuation of TV show purchases. ([9to5google.com](https://9to5google.com/2026/01/29/google-tv-free-shop-tabs-homescreen-test/?utm_source=openai))
Currently, these new tabs are part of a limited test phase and are not widely available across all devices. Users with devices such as TCL and Hisense TVs, as well as the Google TV Streamer, have reported not yet seeing these changes. This gradual rollout is reminiscent of a similar update on Android TV, where a ‘Free’ content discovery tab was introduced to replace the previous ‘Discover’ tab. ([9to5google.com](https://9to5google.com/2025/12/17/google-adds-a-free-content-discovery-tab-on-android-tv/?utm_source=openai))
The introduction of the ‘Free’ and ‘Shop’ tabs signifies Google’s ongoing commitment to enhancing the Google TV platform by providing users with more intuitive and direct access to a diverse array of content. By integrating free streaming options and a streamlined purchasing process, Google TV aims to cater to the varied preferences of its user base.
As this feature is still in the testing phase, it remains to be seen how it will be received by the broader audience and whether it will become a permanent fixture on the Google TV interface. Users are encouraged to share their experiences and feedback as these updates continue to roll out.
