7plus

How 7plus Is Shifting Gears: From Trucking Hell to Cricket Gold and Beyond

In a move that’s capturing attention across Australia’s digital entertainment and sports landscape, 7plus — the free streaming platform from the Seven Network — is rapidly evolving into more than just a catch-up service. Once known primarily for reruns and live broadcasts of Channel 7 programming, 7plus is now carving out a bold new identity as a multi-genre, FAST-driven (Free Ad-Supported Streaming TV) hub — and recent developments suggest it’s just getting started.

From launching a dedicated channel for the gritty reality series Trucking Hell to streaming live Ashes Test cricket, 7plus is redefining what free-to-air digital TV can be in 2025. But what does this mean for viewers, advertisers, and the future of Australian broadcasting?

Let’s break down the key moves, recent developments, and what’s coming next.

The Big Shift: 7plus Goes Beyond Catch-Up TV

For years, 7plus was seen as the digital extension of Channel 7 — a place to catch last night’s Home and Away or The Morning Show. But in 2024 and into 2025, the platform has undergone a transformation, embracing FAST channels, exclusive sports, and international content partnerships to become a standalone entertainment destination.

The most visible sign of this shift? The launch of a second FAST channel dedicated entirely to Trucking Hell — a UK-produced reality series following the high-stakes world of heavy haulage and roadside breakdowns.

According to a verified report from B&T, the Seven Network has partnered with Keshet International (KI) to create Trucking Hell, a FAST channel streaming 24/7 on 7plus. This isn’t just a rerun block — it’s a curated, branded experience designed to appeal to a niche but passionate audience: truckies, transport enthusiasts, and fans of gritty, real-life drama.

“Keshet International & Seven Network Rev Up Second FAST Channel Trucking Hell,” – B&T

This move signals a strategic pivot: 7plus isn’t just chasing mainstream viewers anymore. It’s targeting underserved audiences with hyper-focused content.

Image: The new FAST channel brings non-stop heavy haulage action to 7plus — a bold move into niche programming.

Recent Updates: Cricket, FAST Channels, and a Content Bonanza

The Trucking Hell channel is just one piece of a much bigger puzzle. Here’s a rundown of the verified developments shaping 7plus in early 2025:

1. Live Ashes Cricket on 7plus Sport

During the third Test at Adelaide Oval, 7plus became the go-to destination for live Ashes coverage. As confirmed by cricket.com.au, fans could stream every ball of the match live on Seven and 7plus Sport, with comprehensive ball-by-ball updates, expert analysis, and real-time scorecards.

“As it happened: Aussies tighten screws, Snicko in the spotlight” – cricket.com.au

The broadcast drew strong viewership, especially during key moments like Travis Head’s explosive batting, Pat Cummins’ leadership, and the controversial use of Snicko (sound-based edge detection). For many Australians, 7plus was the only way to watch the action without a paywall.

2. Exclusive FAST Channel: Cricket Gold

Ahead of the Ashes series, 7plus launched Cricket Gold, a FAST channel dedicated to classic matches, behind-the-scenes footage, and cricket documentaries. This isn’t just nostalgia — it’s sports storytelling designed to build hype and deepen fan engagement.

3. Trucking Hell: The Second FAST Channel

As reported by B&T, the new Trucking Hell channel is the second FAST offering from the Seven-Keshet partnership. The first, launched in 2024, featured Emergency Helicopter Rescue — a high-octane series following air ambulance crews. The success of that channel led to the expansion.

4. Upcoming Content Slate (2026)

While not yet confirmed by official press releases, unverified industry sources (including TV Blackbox and Mediaweek) suggest 7plus is preparing to add major international titles like: - Law & Order (all seasons) - The Good Wife (complete series) - Ludwig (the new David Mitchell-led mystery series)

These additions would position 7plus as a serious competitor to Binge, Stan, and Netflix — but with one key advantage: it’s completely free.

Note: These titles have not been officially confirmed by Seven Network. However, given 7plus’s aggressive content expansion, they align with its strategic direction.

Why This Matters: The Bigger Picture

So why is 7plus suddenly so busy? The answer lies in the changing landscape of Australian media.

The Rise of FAST Channels

FAST (Free Ad-Supported Streaming TV) is one of the fastest-growing segments in digital video. Globally, platforms like Pluto TV, Tubi, and Samsung TV Plus have proven that free, ad-supported content can attract massive audiences — especially among cord-cutters and younger viewers.

In Australia, 7plus is leading the charge. By launching niche FAST channels like Trucking Hell and Cricket Gold, Seven is: - Reducing reliance on linear TV ratings - Attracting advertisers with highly targeted audiences - Building a library of evergreen content that streams 24/7

The Sports Advantage

Cricket is more than a sport in Australia — it’s a cultural institution. With exclusive broadcast rights for the Ashes (2025–2031), the Seven Network and 7plus are guaranteed massive live audiences every summer.

According to supplementary research, the 2025–2031 broadcast rights agreement ensures: - At least three live matches per round on Seven and 7plus during the Sheffield Shield and Marsh Cup - All Finals Series matches (Weeks 1–3) live on 7plus and Foxtel/Kayo - Ashes Tests streamed live on 7plus with no paywall

This gives 7plus a unique edge: free access to premium sports content that was once locked behind subscription services.

Image: Fans at Adelaide Oval and at home tuned into 7plus for live Ashes action — a game-changer for free sports streaming.

Who’s Watching? The 7plus Audience

7plus isn’t just for retirees catching up on Better Homes and Gardens. The platform is increasingly younger, mobile-first, and tech-savvy.

Key Stats (Based on Industry Reports):

• Over 10 million monthly active users (2024)
• 60% of viewers access 7plus via mobile or tablet
• Top content genres: reality TV, sports, true crime, and lifestyle
• FAST channels see 30% higher engagement than standard catch-up

The Trucking Hell channel, for example, targets regional audiences, blue-collar workers, and transport industry professionals — a demographic often overlooked by streaming giants.

Meanwhile, the Ashes coverage attracts families, die-hard fans, and casual viewers — all united by the thrill of live Test cricket.

Immediate Effects: What’s Changed Already?

The expansion of 7plus is already having real-world impacts:

1. Advertising Shift

With targeted FAST channels and live sports, advertisers are flocking to 7plus. Brands like Toyota (trucks), Bunnings (tools), and VB (beer) are likely to see value in the Trucking Hell audience, while sports brands (Nike, Red Bull) benefit from cricket exposure.

2. Competition with Paid Streamers

7plus is no longer just competing with ABC iView or SBS On Demand — it’s going head-to-head with Binge, Stan, and Netflix. The free model is a powerful weapon, especially in a cost-of-living crisis.

3. Regional Connectivity

For Australians in remote or regional areas, 7plus offers reliable, free access to live sports and entertainment — something