Pluto TV’s Latest Move Could Change Free Streaming Forever

Pluto TV is quietly testing a change that could redefine what "free TV" actually means.

Free TV With Strings Attached

Pluto TV, Paramount’s free ad-supported streaming service, has built its reputation on being simple, accessible, and—most importantly—free. But a new change rolling out to some users is triggering backlash and raising questions about the platform’s future.

For years, Pluto let users stream hundreds of live and on-demand channels without signing in. While it encouraged users to create a free account for personalization, there was always a “Not now” button to skip it. That’s changing.

Now, according to user reports on Reddit, Pluto TV is requiring logins to access certain channels. One user posted a screenshot showing a login wall with a message reading “Unlock Free TV,” adding, “As of last night, I noticed Pluto is requiring a sign-up in order to change channels… I’m out.”

A Warning Shot—or a New Standard?

While Pluto previously tested this restriction earlier in the year and quickly rolled it back, it appears to be testing it again—this time more broadly. And not everyone is taking it lightly.

“It’s still free, just use another email,” one user shrugged. But others saw it as a slippery slope. “This could be the first step toward putting a price on it,” another warned.

These changes come as Pluto TV reports record-breaking viewership, The Street reported. Co-CEO Chris McCarthy said in a May earnings call that global viewing time jumped 26 percent year over year. However, he admitted that monetization was “softer than expected” due to an oversaturated ad market.

A Crowded Free TV Battlefield

Pluto isn’t alone in chasing eyeballs and ad dollars. Tubi, Fox’s free platform, is also booming, with CEO Lachlan Murdoch calling it “mainstream.” DirecTV’s MyFree app now offers over 90 channels without a subscription.

As competition heats up, Pluto may be betting that a sign-in wall helps capture more user data and improve ad targeting. But in doing so, it risks alienating the very users who made it a leader in the free streaming space.

Pluto says it’s still experimenting. But if this test sticks, it could signal a major shift—not just for Pluto TV, but for the future of “free” streaming altogether.

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