A subscription-free streaming service 'Roku Channel' has launched in the UK on Sky Q and Now TV.

Roku offers more than 10,000 TV episodes and films from a wide variety of genres, all of which are available to stream for free, albeit with adverts included.

The UK launch slate includes an extensive Gordon Ramsay back catalogue, including 15 seasons of Hell's Kitchen USA, Skins, Fifth Gear, The Wicker Man and Les Miserables.

Also included is Betty White's pioneering 1950s sitcom Life With Elizabeth, as well as a selection of sporting documentaries profiling the likes of David Beckham, Kaka, Pele and Cristiano Ronaldo.

Rob Holmes, vp of programming at Roku, said: "With The Roku Channel we are making it easy for consumers to find great free entertainment and provide additional value to Roku users, NOW TV device holders and Sky Q customers. Ad-supported viewing is one of the fastest growing categories on our platform and we are excited to meet the consumer demand for free TV."

On Sky Q Roku Channel will be a direct rival to Netflix, Disney+ and Sky's own on-demand service, all of which require a monthly subscription.