# How to get rid of adverts on uktv play > How to manage adverts on U (formerly UKTV Play) – what ad-free options exist, whether they work, and honest alternatives for UK viewers in 2026. **Published:** 2023-01-08 **Updated:** 2026-06-10 **Category:** ADVERT_PEOPLE **Author:** Rafael Tuñón **Canonical URL:** https://ukfile.co.uk/how-to-get-rid-of-adverts-on-uktv-play/ ## Article **Adverts can be annoying and distracting, but there are ways to manage them.** In this article, we'll explain what options are available when it comes to adverts on **U** — the free streaming service formerly known as UKTV Play. **We'll cover what the service currently offers**, from the basics of how it works to the realistic options for reducing ad interruptions. Let's get started. ## How to reduce adverts on U (formerly UKTV Play) Adverts are a core part of the U experience, but there are a few steps you can take to reduce interruptions where possible. - **Keep the app up to date.** Installing the latest version of the U app (available on iOS, Android, and most smart TV platforms) can resolve playback issues that sometimes cause ads to repeat or behave unexpectedly. - **Use an ad-blocker on a browser.** If you watch via a desktop browser at [u.co.uk](https://u.co.uk), a browser-based ad-blocker extension may reduce some display advertising around the player, though mid-roll video ads are served server-side and are generally not affected. - **Consider a third-party ad-blocking app.** Apps such as AdGuard offer system-wide filtering on certain devices. Results vary, and using such tools may breach U's terms of service — use at your own discretion. - **Be aware there is no paid ad-free tier.** Unlike some rivals, U does not currently offer a premium subscription to remove adverts. Ads are mandatory as part of the free service. These steps may help at the margins, but it is worth being realistic: U is built around an ad-funded model, and mid-roll ads during on-demand content are an intentional part of that. ## U: Ads or No Ads? **U is a free, ad-supported streaming service** operated by UKTV, which is itself run by BBC Studios (the BBC's commercial arm). It offers on-demand and live content from channels including U&Dave, U&Drama, U&W, U&Yesterday, U&Gold, U&Alibi, and U&Eden. The service does not offer a paid, ad-free subscription option. Adverts help fund the service and keep it free for all UK viewers — the trade-off for accessing a large catalogue of content at no cost. **Is it worth watching U with ads?** For most people, yes. The ad breaks are broadly comparable to those on other free UK streaming services, and the content library is substantial. If you find ads particularly disruptive, it may be worth considering whether a different service better suits your needs. ## What's Changed with U? The biggest recent change is the rebrand itself. **UKTV Play became U on 16 July 2024**, as part of a wider overhaul of UKTV's channel and brand identity. The streaming app was updated across all platforms, and the service can now be found at [u.co.uk](https://u.co.uk). Channel names were also updated — Dave became U&Dave, Drama became U&Drama, and so on. Since the rebrand, U has expanded its platform availability significantly. The app launched on Sky Glass and Sky Stream in late 2024, and arrived on **Sky Q in September 2025**. It is also available on Freeview Play, Freely, Freesat, YouView, Virgin Media, Amazon Fire TV, Apple TV, Roku, Samsung, Sony Bravia, and Google TV devices, as well as via a desktop browser. On the advertising side, U — like other free UK streamers — uses targeted advertising, meaning ads are increasingly personalised based on viewing habits and account data rather than being broadcast generically to all viewers. This is standard practice across the industry. ## U: Is It Free? **Yes, U is free to use.** You can watch without creating an account, though registering (also free) unlocks additional features and allows you to pick up where you left off across devices. There is no premium tier. Unlike ITVX or Channel 4, which offer paid ad-free subscriptions, U is entirely ad-funded. There is no free trial for a paid plan because no paid plan exists. The service is available on all major platforms — smartphones, tablets, smart TVs, games consoles, and desktop browsers — at no cost. ## Skipping Ads on Channel 4 (for comparison) If the main reason you want to avoid ads is to get a cleaner streaming experience, it is worth knowing that **Channel 4** (formerly All 4) does offer a paid ad-free tier called **Channel 4+**, which removes adverts from on-demand content for a monthly fee. You can find current pricing and sign-up details at [channel4.com](https://www.channel4.com). This is a separate service from U and has no bearing on U's ad experience. There is no equivalent built-in "skip ads" setting within the Channel 4 app itself — ad-free viewing requires an active Channel 4+ subscription. --- **Overall, the options for removing adverts from U are limited by design.** The service is free because it is ad-funded, and there is no official paid route to an ad-free experience. Browser-based ad blockers may offer some relief on desktop, and keeping the app updated ensures the best possible playback experience. For a guaranteed ad-free streaming experience, a subscription service may be more suitable for your needs.