We Built the Channel the Shooting Sports Community Never Had. Here’s Why, and Where to Watch.

Gun Talk Media has launched Shooting Sports Life — a free, 24/7 streaming network dedicated entirely to the shooting sports lifestyle. No subscription. No paywall. No algorithm deciding whether your content is allowed to exist. Guns & Gear, First Person Defender, and everything we make, available right now on ten streaming platforms and growing.

We’ve been making gun content for a long time. Gun Talk Radio started in 1995. Gun Talk Nation, First Person Defender, Guns & Gear — these shows have been part of this community’s media diet for years, and the audience has always been there. What hasn’t always been there is a home for that content on television that doesn’t come with a catch.

The catch has usually been one of a few things: the show gets buried on a cable channel between bass fishing and turkey hunting, where the audience that actually cares about it has to go looking. Or the content lives on YouTube, where the algorithm can demonetize it, restrict it, or simply stop recommending it to the people who want to see it, with no explanation and no appeal. Or it lives behind a subscription paywall, which means the casual viewer who might become a dedicated fan never finds it at all.

Shooting Sports Life is our answer to all three of those problems. A free, 24/7 streaming channel dedicated entirely to shooting sports — competition, training, hunting, gear, history, craftsmanship, the people and stories behind the lifestyle. No subscription. No paywall. No platform deciding whether gun content is acceptable today. Our content, our channel, our audience.

“Shooting Sports Life isn’t just another outdoor channel. It’s an entire network solely focused on all aspects of the shooting sports — competition, training, craftsmanship, history, product coverage, and the personal stories of the people who live it.” — Ryan Gresham, CEO/President, Gun Talk Media

Why Now, and Why This Matters More Than It Might Seem

The timing of this launch is not an accident. The streaming landscape has shifted in a way that makes this moment exactly right for what we’re building.

Free ad-supported streaming — what the industry calls FAST, for Free Ad-Supported Television — is growing faster than any other segment of the media industry. FAST viewership in the United States is projected to reach 131.4 million users in 2026. That’s 54 percent of all connected-TV users. Total FAST viewing hit 1.8 billion hours in a single month in 2025, up 43 percent year over year. And 62 percent of consumers say they now prefer free, ad-supported streaming over paid subscriptions, because more than 40 percent of subscribers say they pay for too many services and a third plan to cancel at least one this year.

The audience that has always been there for Gun Talk content is now actively looking for free streaming alternatives to the subscription stack they’ve accumulated. Shooting Sports Life lands in that space at exactly the right moment — a free, professionally produced, dedicated channel that doesn’t require them to add another monthly bill.

But beyond the timing, there’s something else. Anti-gun voices have a home in mainstream media. They always have. The shooting sports community has never had a channel that was solely and unapologetically ours — not a segment on an outdoor channel, not a YouTube playlist, but an actual network dedicated to the lifestyle we live and the values we hold. Shooting Sports Life is that channel.

What You’ll Actually Find on Shooting Sports Life

The channel is built around the Gun Talk Media content library and everything we continue to produce, but the scope is broader than just our existing shows. The vision is a full network — the shooting sports equivalent of a lifestyle network that covers everything within its category.

Guns & Gear

You know this one. Guns & Gear is our flagship product review and evaluation show, covering the full range of firearms, ammunition, optics, accessories, and gear that the shooting sports audience actually cares about. Every product that makes it onto Guns & Gear has been handled, tested, and evaluated by people who shoot. No spec-sheet reading. No press-release recaps. Real field performance from people who know what good looks like.

First Person Defender

First Person Defender covers real-world self-defense scenarios with real people — not actors, not trained shooters running a scripted course. Civilians, gun owners of varying experience levels, working through scenarios with Chris Cerino providing instruction and analysis. The show is uncomfortable in the best way: it surfaces the gaps that most people don’t know they have until they’re in a scenario that exposes them. It’s the most important content we make, and it’s now available on your TV at no charge.

Competition and Training Content

Everything from USPSA and IDPA competition coverage to precision rifle matches, 3-gun, and practical shooting events. Training content from instructors who operate at the highest levels of their disciplines. The NRL Hunter connection — which regular Gun Talk readers know is personal to this team — is represented. The channel is designed to be useful whether you’re a beginner trying to figure out how to get started or an experienced competitor looking for technical content that challenges your existing skill set.

History, Craftsmanship, and the Human Stories

This is the category we’re most excited about building out. The shooting sports exist within a tradition — of craftsmanship, of heritage, of families and communities and values that have been passed down across generations. The stories of gunmakers, competitive shooters, hunters who have chased the same ground their grandfathers chased, women who picked up a firearm for the first time and built a skill and a community around it. These stories matter and they haven’t had a home. Shooting Sports Life is building that home.

Where to Find Shooting Sports Life Right Now

The channel is live and streaming now. Here’s exactly where to find it:

Also streaming at shootingsportslife.com. Additional platform distribution is in progress — more platforms to be announced.

Most of these platforms are available on smart TVs, Roku, Amazon Fire TV, Apple TV, Android TV, and in-browser on desktop. STIRR, in particular, has strong Roku and Fire TV presence and is one of the easiest places to add the channel if you’re already watching free streaming content on your TV.

If you’re not already familiar with FAST channels, the easiest way to understand them is this: they’re like cable channels, except free, streaming over your internet connection, and supported by ads. You don’t pay a subscription. You watch the content. Ads run, the same way they always did on cable, except you’re watching on whatever device you choose. Shooting Sports Life runs exactly that way on every platform where it’s available.

The Bigger Picture: Why This Community Needs to Own Its Media

We’ve watched what happens to gun content on platforms that aren’t built for it. Demonetization. Restricted distribution. Shadowbanning. Age-gating. The slow, quiet erasure of content that doesn’t fit the sensibility of a platform built in Silicon Valley and run by people who don’t understand or respect what we do.

The answer to that isn’t to keep fighting platform by platform for scraps of distribution and hope the algorithm is kind today. The answer is to build a platform. Shooting Sports Life is that platform.

When our content lives on a channel that we control, sponsored by companies that share our values, distributed to an audience that actively sought us out — that’s a fundamentally different relationship than hoping a general-purpose video platform tolerates us today. The shooting sports community has always been self-sufficient when it had to be. This is us being self-sufficient in media.

And it’s free. That matters. The barrier to entry for the next generation of shooters — the young person who’s curious about the shooting sports but doesn’t know anyone who shoots, who picks up a device and finds a professionally produced channel full of content that respects the sport and the people in it — is zero. No subscription. No credit card. No algorithm deciding whether they get to see it. They find it, they watch it, and maybe they become part of this community.

That’s the goal. That’s what Shooting Sports Life is built to do.