Hubbl
Corporate brand
UnclaimedHubbl is an Australian streaming aggregation and connected-TV platform owned by Foxtel.
Last updated August 25, 2026
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Overview
Hubbl is an Australian over-the-top streaming and connected-television brand owned by Foxtel. It was developed as a unified interface for accessing free-to-air programming, Foxtel Group streaming services, and selected third-party subscription platforms. The service is intended to reduce the fragmentation associated with subscribing to multiple streaming providers by bringing discovery, playback, account management, and, initially, billing into one ecosystem. The platform emerged from an internal Foxtel development program known as Project Magneto. Announced in 2022 and publicly revealed under the Hubbl name in October 2023, the project was based in part on the Sky Stream television experience available in the United Kingdom. Rather than functioning only as a catalogue for Foxtel-owned programming, Hubbl was designed as an aggregation layer that could present content from different providers through a single user interface. Its commercial proposition combined a hardware platform with access to streaming services and subscription-management tools. Hubbl launched in Australia through two principal hardware products. The Hubbl puck is an external digital media player that connects to compatible televisions. Hubbl Glass is a 4K LED smart television with an integrated soundbar and built-in Hubbl software. Both products went on sale on 10 March 2024 through the Hubbl website and Australian retailers including JB Hi-Fi and Harvey Norman. The platform also provided unified billing for participating streaming subscriptions, and Streamotion moved its billing operations exclusively to Hubbl. The broader business is supported by Foxtel's portfolio of streaming services. Kayo Sports provides live and on-demand sports programming, including content from Fox Sports, ESPN, beIN Sports and Racing.com. Binge is an entertainment-focused service carrying films, television series and selected live linear channels. Flash News was developed as a live-news aggregation service, while LifeStyle distributed non-fiction programming associated with Foxtel's LifeStyle network group. Hubbl-related international services include WatchAFL and WatchNRL, which target audiences outside Australia. The service portfolio reflects Foxtel's strategy of expanding beyond traditional pay television. Streaming became the fastest-growing part of Foxtel's business, with streaming users reported as representing approximately two-thirds of the company's customer base. Hubbl therefore served both as a consumer-facing hardware and software brand and as an umbrella for Foxtel's direct-to-consumer streaming operations. The platform's development later encountered strategic retrenchment. In September 2025, Foxtel announced that Hubbl puck and Hubbl Glass hardware would enter maintenance mode and would no longer receive marketing support. In November 2025, Hubbl announced that customers would no longer be able to subscribe to third-party services through Hubbl's billing platform and that the Stack & Save program would be discontinued. Foxtel subsequently announced that Flash and LifeStyle would be wound down, with their content moved into Binge; both services were scheduled to end in February 2026. These changes narrowed Hubbl's role from a broad subscription aggregation proposition toward a more focused access point for Foxtel Group's streaming services.
History
Hubbl developed from Foxtel's effort to create a more unified consumer experience across its growing portfolio of streaming products. In 2022, Foxtel announced work on an internally named initiative, Project Magneto. The project drew on the concept of a platform similar to Sky Stream in the United Kingdom: instead of requiring viewers to navigate several separate applications and devices, it would place programming from multiple providers within one television interface. The project was publicly identified as Hubbl in October 2023. Its intended scope extended beyond Foxtel-owned content. Hubbl was designed to combine free-to-air television sources with paid streaming subscriptions, giving users a central location for content discovery and playback. It also introduced account and billing functionality intended to simplify the management of several subscriptions. Streamotion, the Foxtel business associated with services such as Kayo Sports and Binge, moved its billing operations exclusively to Hubbl. The first consumer products arrived in Australia on 10 March 2024. The Hubbl puck was an external digital media player for compatible televisions, while Hubbl Glass combined a 4K LED screen, an integrated soundbar, and Hubbl software in a single television product. Both were distributed through Hubbl's website and major retail partners including JB Hi-Fi and Harvey Norman. This hardware-led launch gave Foxtel a direct way to place its aggregation software in consumers' living rooms rather than relying only on existing smart-TV platforms. Hubbl operated within a wider Foxtel streaming portfolio. Kayo Sports, initially developed under the codename Project Martian, launched in November 2018 as a dedicated sports service. It carried live and highlight programming from Fox Sports, ESPN, beIN Sports, and Racing.com, and included a multiscreen feature for viewing multiple live events. Binge, developed under the codename Project Jupiter, launched on 25 May 2020 as Foxtel's general entertainment streaming service. It was positioned against major services such as Netflix, Disney+, Amazon Prime Video, and Stan, and offered programming from a range of international studios and networks as well as selected linear Foxtel channels. Flash News launched on 14 October 2021 as a live-news aggregation service. Its programming included feeds from outlets such as News24, Sky News UK, CNN, BBC News, and Fox News. In 2023, Foxtel closed Flash's editorial team, ending the production of daily original material while leaving the service focused on aggregated news streams. LifeStyle was introduced as a service for non-fiction programming associated with Foxtel's LifeStyle network group. Foxtel also operated WatchAFL and WatchNRL for international audiences interested in Australian football and rugby league. The launch of Hubbl formed part of Foxtel's broader transition toward streaming. Streaming users became approximately two-thirds of Foxtel's customer base, and streaming was described as the company's fastest-growing business sector. Hubbl consequently functioned both as a consumer hardware brand and as an operating and commercial layer for Foxtel's direct-to-consumer services. The strategy was subsequently narrowed. In September 2025, Foxtel announced that Hubbl's two hardware products would enter maintenance mode and would no longer receive marketing support. In November 2025, Hubbl said that third-party subscriptions could no longer be purchased through its billing platform and that its Stack & Save offer would end. Foxtel later announced the wind-down of Flash and LifeStyle, with their content to be consolidated within Binge. Both services were scheduled to cease operating in February 2026. These changes reduced the breadth of Hubbl's original aggregation and hardware proposition while retaining its connection to Foxtel's principal streaming brands.
- 2026
Flash and LifeStyle scheduled to end
[1]Flash and LifeStyle are scheduled to cease service, with their content consolidated into Binge.
- 2025
Hubbl aggregation strategy is narrowed
[1]Foxtel places Hubbl hardware in maintenance mode and ends third-party subscription billing and Stack & Save.
- 2024
Hubbl hardware launches
[1]The Hubbl puck and Hubbl Glass become commercially available in Australia on 10 March.
- 2023
Hubbl name is revealed
[1]Foxtel publicly reveals the Hubbl brand and its plan to combine free-to-air and paid streaming content.
- 2022
Project Magneto is announced
[1]Foxtel announces development of a new television operating-system and aggregation project, later named Hubbl.
- 2021
Flash News launches
[1]Foxtel introduces Flash News as an over-the-top aggregation service for live news channels.
- 2020
Binge launches
[1]Binge begins operation as Foxtel's general entertainment streaming service.
- 2018
Kayo Sports launches
[1]Foxtel launches Kayo Sports, a dedicated sports streaming service later operated within the Hubbl and Streamotion portfolio.
Products and positioning
A Foxtel-owned Australian aggregation platform positioned as a single interface for discovering, watching, and managing multiple television and streaming services.
Digital media player · 2024
Hubbl puck
An external streaming media player designed to connect to compatible television sets and provide access to the Hubbl interface. It was introduced as one of the two original Hubbl hardware products and was sold in Australia from 10 March 2024 through Hubbl and retail partners. Foxtel later placed the product in maintenance mode and withdrew marketing support.
Smart television · 2024
Hubbl Glass
A 4K LED smart television integrating the Hubbl operating experience and an built-in soundbar. It combines the display, audio hardware, and streaming interface in one device rather than requiring a separate media player. Hubbl Glass launched in Australia on 10 March 2024 and was later placed in maintenance mode without ongoing marketing support.
Sports streaming service · 2018
Kayo Sports
A sports-focused subscription streaming service launched in November 2018. Kayo offers live and on-demand sports programming and highlights from sources including Fox Sports, ESPN, beIN Sports, and Racing.com. Its multiscreen feature allows subscribers to view several live events at the same time.
Entertainment streaming service · 2020
Binge
An entertainment subscription service launched on 25 May 2020. Binge carries television series, films, and selected live linear channels, drawing on programming associated with HBO, Warner Bros., Paramount Global, Sony Pictures, Universal, FX, the BBC, and Foxtel. It was introduced to compete with major general-purpose streaming platforms and is also the planned destination for content from the winding-down Flash and LifeStyle services.
News streaming service · 2021
Flash News
A live-news aggregation platform launched on 14 October 2021. Flash presented news coverage from channels and networks including News24, Sky News UK, CNN, BBC News, and Fox News. Foxtel ended the service's editorial team in 2023, and later announced that Flash would be wound down with its content moved into Binge.
Lifestyle and factual streaming service
LifeStyle
A streaming service distributing non-fiction programming associated with Foxtel's LifeStyle group of networks. It formed part of the service portfolio connected with the Hubbl platform. Foxtel later announced that LifeStyle would be discontinued and that its content would be incorporated into Binge.
International sports streaming service
WatchAFL
An international streaming service for Australian rules football operated within the wider Foxtel and Hubbl-linked streaming portfolio.
International sports streaming service
WatchNRL
An international streaming service focused on rugby league content and operated within the wider Foxtel and Hubbl-linked streaming portfolio.
Brand decisions
2025
Hubbl hardware enters maintenance modeStrategyBackground
Foxtel reassessed the role of Hubbl's dedicated hardware products after their initial market launch.
Action taken
Foxtel announced that the Hubbl puck and Hubbl Glass would enter maintenance mode and would no longer receive marketing support.
Aftermath
The announcement reduced the emphasis on Hubbl as an actively marketed hardware platform while preserving maintenance support for existing products.
2025
Hubbl withdraws third-party billing and Stack & SaveStrategyBackground
Hubbl had initially promoted a unified commercial layer for managing several streaming subscriptions.
Action taken
Hubbl announced that customers would no longer be able to subscribe to third-party services through its billing platform and that the Stack & Save program would be discontinued.
Aftermath
The change narrowed Hubbl's subscription-aggregation role and reduced the breadth of its original billing proposition.
2025
Foxtel consolidates Flash and LifeStyle content into BingeGeneration changeBackground
Foxtel reviewed the structure of its streaming portfolio and sought to concentrate content within a smaller number of services.
Action taken
Foxtel announced that Flash and LifeStyle would be wound down, with their respective content moved into Binge.
Aftermath
Both services were scheduled to end in February 2026, making Binge the planned home for their retained programming.
2024
Hubbl launches dedicated consumer hardwareProduct launchBackground
Foxtel aimed to make its aggregation interface a direct living-room product rather than relying solely on third-party smart-TV operating systems.
Action taken
Hubbl introduced the puck media player and Hubbl Glass smart television in Australia on 10 March 2024.
Aftermath
Hubbl established a hardware presence through its own online channel and Australian electronics retailers.
2022
Foxtel develops Project MagnetoStrategyBackground
Foxtel sought to create a unified television and streaming experience as its streaming portfolio expanded and viewers increasingly used multiple subscription services.
Action taken
The company developed a television operating-system and aggregation initiative internally known as Project Magneto, later branded Hubbl.
Aftermath
The project became the foundation for Hubbl's software platform, subscription-management tools, and hardware launch.
Sources1 sources
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