Streaming bills have a habit of climbing, with households juggling Netflix, Disney+, Prime Video and more. A new budget television from Toshiba aims to ease that pressure, bundling free live TV into a set that costs less than many streaming devices alone. The Toshiba 32-inch HD LCD Smart Fire TV has just landed on Amazon at £139, and it arrives with a surprisingly robust feature set for the price.
What does the Toshiba 32-inch Smart Fire TV offer?
The television runs on Amazon's Fire TV platform, meaning the interface will feel instantly familiar to anyone who has used a Fire TV Stick. It organises apps like Netflix, Amazon Prime Video and Disney+ into one place, alongside the newer Freely service. Built-in Alexa support lets viewers use voice commands to launch shows, search for titles, control playback, and even manage compatible smart home devices, turning the TV into a hub for connected living.
Despite its low price, the set includes Dolby Atmos audio, a feature more commonly found on premium TVs. It is important to note that the screen is HD-ready only, not 4K, so it won't deliver ultra-high-definition picture quality. However, for a small living room, bedroom, or kitchen, the 32-inch size and 720p resolution are practical for everyday viewing.
The TV also supports pause and rewind on live broadcasts—a capability made possible through Freely, which is pre-installed. Freely is a joint venture between the BBC, ITV, Channel 4 and Channel 5, and it streams live and on-demand television over an internet connection without needing an aerial, satellite dish, or ongoing subscription.
Freely: the free TV service explained
Freely is quickly becoming a sought-after feature on new TVs, also appearing on the latest Sky Glass hardware. What sets it apart is the price: it is completely free to watch with no monthly fee. While it offers fewer channels than a Sky package, it includes all the main channels from the BBC, ITV and Channel 4, plus niche options like Sky Arts, TLC, Food Network and U&Dave.
Beyond the channel lineup, Freely comes with a suite of modern conveniences. Viewers can pause live TV, receive personalised film and show recommendations, and browse what's on now or next through an interactive TV guide and mini guide. This makes it a viable alternative for cord-cutters who want the traditional live TV experience without the cost.
The tech desk at the Express, as reported by tech editor David Snelling, highlighted the potential savings. To put the £139 TV into context, the cheapest Sky package currently on offer is Sky Essential TV at £15 per month, which includes Netflix, Discovery+ and more than 100 channels including Sky Atlantic. The upgraded Sky Ultimate TV package costs £24 per month and adds Disney+, HBO Max, and channels like Sky One, Sky Docs and Sky Witness. Over a year, that £24 monthly fee alone amounts to £288—more than double the price of the Toshiba TV, before any hardware costs are considered.
Early buyer reviews: what owners think
Although the Toshiba Smart Fire TV has only just launched, early purchasers have already shared their experiences on Amazon. The feedback is largely positive, with one buyer writing: "Excellent TV, so easy to set up — no need to get a Fire TV Stick. Picture and sound are all very good. An excellent price and good quality TV." Another used the set for gaming, commenting: "Excellent! Use for gaming, perfect sound and picture quality."
Not every review is glowing, however. Several customers noted that the built-in speakers lack volume, with one advising: "Sound is low, I added a sound bar." That is a common compromise at this price point, and the Dolby Atmos passthrough means adding an external sound system is straightforward if needed. Overall, the consensus is that the Toshiba offers good value for money, especially for buyers who want a smart TV without the premium markup.
How does the price compare to other Fire TVs?
At £139, the Toshiba undercuts Amazon's own entry-level Fire TV model, the Ember 32-inch 2-Series HD Smart TV, which is currently reduced from £249.99 to £159.99. That set holds an average rating of 4.3 stars from just over 300 reviews. The Ember is also available in a 40-inch version, priced at £209.99 after a £90 discount from its original £299.99.
That 40-inch Ember may appeal to shoppers wanting a larger screen, but for those who prioritise saving money and enjoy the Freely integration, the Toshiba offers a compelling entry point. The 32-inch size is compact enough for flats and smaller rooms, and the Fire TV platform ensures a smooth, app-rich experience right out of the box—no streaming stick required.
Prices are correct at the time of publishing, but Amazon frequently adjusts deals, so shoppers interested in the Toshiba Smart Fire TV may want to check the listing promptly to secure the £139 price.
