The systems and methods are directed towards delivery of third party content onto a user device having a first party portal. The first party portal service facilitates the user viewing of third party content on the user device. In particular, the first party portal service retrieves third party content (e.g., video content streams) from third party content providers and provides the third party content in a format (i.e. channels) that allows users to easily view different types of content. Furthermore, the first party portal service facilitates the user in viewing the third party content alongside other existing channels available to cable television and streaming media/video on demand content.