Google is turning its Google TV platform into an even bigger free entertainment hub, with more than 10,000 movies and TV shows now available to stream at no subscription cost through its Freeplay service.

It gives Google TV users in the US access to a vast on-demand library alongside its existing free, ad-supported live TV offering.

According to reports, Google TV Freeplay has now moved beyond its traditional always-on channel model to offer users the ability to select individual movies and shows on demand. The catalogue includes more than 10,000 titles, giving viewers another option as the cost of major streaming subscriptions continues to climb.

The move brings Google TV closer to other established free streaming platforms which have built large audiences around advertising-supported content.

Google has also continued expanding the live component of Freeplay. The company has previously integrated hundreds of free channels into Google TV, while more recent updates have added further genre-based channels and programming.

The latest Freeplay expansion means US viewers can browse for something specific rather than simply choosing from whatever happens to be playing on a free linear channel.

Google TV’s free content is advertising-supported, so there is no need to sign up to a monthly subscription to access the catalogue. Google says its Free tab provides content at no charge, subject to availability by market and device.

For Australian consumers, there is an important caveat, Google’s Freeplay availability and content catalogue can vary by country and is currently not available in Australia.