Pluto TV, the popular free ad-supported streaming service owned by Paramount Global, has begun testing a new requirement that forces some users to log in to access select channels. The move, which has been met with mixed reactions, appears to be part of a broader strategy to encourage account creation while maintaining the platform’s free-to-use model. While the test is limited for now, it signals a potential shift in how Pluto TV balances user experience with its ad-driven revenue model.
According to recent reports from readers, certain Pluto TV users, have encountered prompts requiring them to sign in or create a free account to access live channels with movies and TV shows. In the past Pluto TV has tested this with warnings like “Unlock Free TV” or “Limited Viewing” for non-logged-in users, suggesting potential restrictions on content access without an account. Pluto TV has clarified that this is an experimental change and that users without accounts can still access the full catalog of channels and on-demand titles for now. The “Limited Viewing” language has since been removed from the app following user feedback, but the test continues to spark speculation about future requirements. Now though they have started to force a login for some live chanenls content for some customers as apart of a new test. Note that not all users are seeing the login prompt and the update may not be implemented to all users after the testing period.
The push for account creation is tied to Pluto TV’s goal of enhancing its advertising capabilities. By encouraging users to sign up, the platform can collect valuable data to deliver personalized content recommendations and more targeted advertisements, which are critical to its revenue as a free service. Accounts also unlock features like favoriting channels, creating watchlists, and resuming on-demand content across devices, offering a more seamless experience.
Founded in 2013 by Tom Ryan, Ilya Pozin, and Nick Grouf, Pluto TV emerged as a pioneer in the free ad-supported streaming television space. Based in Los Angeles, the service launched with a mission to provide accessible, no-cost entertainment through a cable-like channel guide featuring live TV and on-demand content. Acquired by Viacom (now Paramount Global) in 2019, Pluto TV expanded rapidly, reaching over 250 live channels and thousands of on-demand titles by 2025. The platform now boasts partnerships with over 250 content providers, including Paramount properties like MTV and Comedy Central, as well as major networks like CBS and CNN.
Pluto TV’s growth has been fueled by its availability across devices, including smart TVs, Roku, Amazon Fire TV, and mobile apps, as well as its international expansion into Europe, Latin America, and Canada. In 2020, the service revamped its interface and added features like a redesigned channel guide and enhanced on-demand functionality. By Q3 2024, Pluto TV reported a record 5.6 billion viewing hours, a 5% increase year-over-year, underscoring its growing popularity in the competitive streaming market.
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Update: We updated this story to state that the content being locked behind accounts are some live channels not on-demand content.