Sarah Milton is Chief Product Officer at Everyone TV, the organisation behind the UK’s free TV platforms. She leads the Product and Operations teams, setting the proposition strategy and designing the user experience for Freeview, Freesat and streaming platform Freely.

Sarah has played a central role in bringing Freely to market and scaling it since its launch on smart TVs in April 2024. Bringing together live and on-demand content from the UK’s biggest broadcasters in one place, over wi-fi and with no aerial, dish or subscription, Freely was the UK’s fastest-growing TV platform in 2025, passing one million weekly users over the Christmas period. It has since expanded beyond built-in smart TVs to plug-in streaming devices, and has been independently forecast to become the UK’s largest TV device platform by the end of the decade. As an owned-and-operated app, Freely is integrated directly into the TV’s native interface – something Sarah and her team have used to shape a viewing experience that few other services can match.

Sarah joined Everyone TV (then Digital UK) as Chief Operating Officer in 2020, before becoming Chief Product Officer in 2022. Before that, she spent over 15 years at Channel 4, where she was at the forefront of its digital transformation – first as one of the original team behind its pioneering video-on-demand service, 4oD, and later as Head of Product for All 4. Earlier in her career, she worked in business development and strategy at ITV and at internet start-up Webrewards. She began her career at McKinsey & Company, and holds a degree in Economics from the University of Cambridge.