Seventeen brands including Ikea, Diageo and Kraft have already signed up. Channel 4 and Five are selling space around their own programs, with an agency booking advertising content around shows from the BBC and other independent production companies. Seesaw was originally born from technology bought by Arqiva from the aborted Project Kangaroo, an internet TV service supported by several UK broadcasters that was blocked by the Competition Commission.

Seesaw's platform controller, John Keeling has said that the site would roll out a premium service in the next few months with 2000 additional hours of programs. Customers of the new service will make undisclosed micro payments to view or rent major shows. The company is still being in negotiation with several US studios for their content, although the website will not be available overseas.