iWant is Back: ABS-CBN Rebrands Streaming Platform with Fresh Look and More Pinoy Stories

A familiar name is making a comeback in the world of streaming. ABS-CBN has officially brought back the iWant brand, replacing iWantTFC with a sleeker, smarter, and more emotionally engaging platform that places “Filipino feels” front and center.

The relaunch, marked by the immersive event “Unlock Your Feels: The New iWant Experience”, took place at the ABS-CBN Compound and was attended by top executives including CEO Carlo Katigbak, COO Cory Vidanes, and ABS-CBN Chairman Mark Lopez. Also present were advertisers, creatives, and Kapamilya stars who got a sneak peek of the new platform's upgraded features and bolder content direction.

For many longtime viewers, iWant isn't just a name. The platform has deep roots dating back to ABS-CBNnow!, one of the country’s earliest streaming services launched in the mid-2000s, primarily for OFWs. It later evolved into iWant TV in 2010, offering global channels alongside Kapamilya content. In 2018, it pivoted again with a strong push for original content, before eventually merging with TFC Online in 2020 to become iWantTFC.

Now, in 2025, iWant is making a confident return, aiming to reconnect with audiences both in the Philippines and overseas, by bringing together nostalgia, innovation, and a whole lot of Filipino heart.

A Platform Made for the “OA” in All of Us

The new iWant experience isn't just about aesthetics. According to iWant head Jolly Estaris, it’s a reflection of what makes Pinoy entertainment so unique.

“We want the platform to represent the over-the-top emotions Pinoys are known for, whether it's kilig, gigil, or iyak,” Estaris shared. That’s why users can expect a diverse slate of shows this year, from BL and reality shows to comedies and thrillers. And with faster performance, sharper previews, and improved cross-device access, binging feels better than ever, whether on smartphones, smart TVs, tablets, or laptops.

The “Museum of Filipino Feels” and Star-Studded Teasers

The launch also featured a creative pop-up installation called the “Museum of Filipino Feels,” which showcased some of iWant’s biggest hits and most buzzed-about titles. The event was packed with stars and creators behind upcoming Originals, including cast members of “Love at First Spike” and performers like Donny Pangilinan, Kaori Oinuma, and Shanaia Gomez.

Filmmakers like Ivan Payawal, Red Ollero, and Rodina Singh, along with journalist Jeff Canoy, also teased their upcoming titles, reinforcing the platform’s shift toward premium storytelling and emotionally driven content.

More Than Just ABS-CBN: Collaborations and Content Galore

While iWant remains the digital home of ABS-CBN Studios, the new platform has expanded its partnerships too. Viewers can now stream selected content from GMA (available outside the Philippines), Regal Entertainment, and Viva, along with exclusive iWant Originals like Ghosting, MMK: Director’s Cut, and the upcoming BINI World Tour Stories this September.

Notably, the platform is collaborating with multiple production outfits, including MavX, Project 8, Nathan Studios, Kinetec, and even food and lifestyle platform The Fat Kid Inside, further diversifying its offerings beyond traditional teleseryes and films.

Streaming That’s Budget-Friendly and Accessible

For just ₱35 per month, iWant delivers original content, exclusive series, and live programs, making it one of the most affordable streaming services in the country. It also works seamlessly with Chromecast and AirPlay, ensuring that viewers can enjoy their shows wherever and however they want.

As ABS-CBN continues to lean into digital innovation, the return of the iWant brand signals more than a name change, it’s a renewed commitment to emotionally rich storytelling, a better streaming experience, and a stronger connection with Filipino audiences worldwide.