From Hardware Roots to Global Media Platform: How Samsung TV Plus Reached 100 Million Users

Samsung TV Plus, Samsung Electronics’ free ad-supported streaming (FAST) service, has surpassed 100 million monthly active users (MAU) worldwide. After reaching 88 million in October 2024, the figure has increased by 12 million in about a year and two months, highlighting how Samsung’s longstanding hardware dominance in the global TV market — maintained for the past 19 years — has evolved into a robust media platform ecosystem.

As the global media market shifts increasingly toward paid subscriptions, Samsung TV Plus provides a unique viewing experience that allows users to access content instantly, without requiring additional sign-ups or payment. Surpassing the milestone of 100 million users underscores the success of this model as an appealing alternative for viewers.

Samsung Newsroom takes a look at the transformative journey of Samsung TV Plus as it evolves into a global media platform amidst the changing landscape of television viewing.

Lost in a Flood of OTTs: Authentic TV Experience Regains Attention

With paid OTT services becoming the norm in today’s media market, the explosion of content has led to viewer fatigue. As subscription fees continue to rise and platforms have become more fragmented, many find themselves overwhelmed by the sheer number of choices, making it increasingly difficult to locate the content they actually want to watch.

In this context, FAST services are gaining recognition as a new viewing method. By merging the straightforwardness of traditional television — where viewers can jump right into content as soon as they turn on their TVs — with the vast selection offered by OTT platforms that allow viewers to choose content tailored to their preferences, FAST services are appealing to viewers worldwide looking for a simpler, hassle-free viewing experience.

The Beginning of Samsung TV Plus: A Viewing Method Faithful to the Basics

Samsung TV Plus has evolved into a prominent FAST service, but it isn’t new. Launched in 2015 — before the concept of FAST even existed — the platform has been delivering free channel services that come pre-installed on Samsung smart TVs. The core feature allows users to enjoy live content simply by turning on their TVs, without the need for separate subscriptions, payments or extra equipment.

In its early days, Samsung TV Plus was often viewed more like the pre-installed free TV channels available in some regions, rather than as a standalone media platform. Recently, however, with American broadcasters flooding into the FAST market, the idea of ad-supported free services has become well-established. Recognizing this shift in the media landscape, Samsung has begun to cultivate Samsung TV Plus as a distinct, independent media platform.

Today, Samsung TV Plus is broadening its content offerings beyond traditional entertainment and dramas, as well as incorporating content enhancement utilizing AI technology. One innovative feature is the “All-in-One AI Integrated Channel,” which revives popular dramas from the 2000s. These classics have been remastered in high definition using AI-driven picture and sound quality enhancements, providing viewers with a fresh take on beloved content while utilizing the existing video assets. Additionally, the platform has bolstered its travel and fitness-focused lifestyle web entertainment content by adding popular creators’ channels like “Pani Bottle” and “Hip Euddeum.”

In efforts to expand its K-content offerings, Samsung TV Plus has partnered with leading Korean media companies to enhance its premium K-content lineup, making it one of the largest K-content providers in the United States. By streaming various live concerts, the platform draws in fans who want to engage with Korean entertainment and culture.

Beyond Hardware: Establishing a Global Media Platform

Currently, Samsung TV Plus boasts around 4,300 channels and 66,000 videos on demand (VOD) across 30 countries — all for free. By partnering with local broadcasters and content creators, the service continues to develop content that meets regional viewing demands, shaping a global FAST ecosystem. Moving beyond being merely a hardware manufacturer, the company is establishing itself as a major media platform.

In Korea, major channels and content typically consumed via terrestrial broadcasts and existing IPTV services can now also be accessed on Samsung TV Plus. Offering live channels and vast content libraries without additional subscriptions or fees, this platform has become a practical alternative for those wishing to reduce their reliance on paid broadcasting services. Users can enjoy an intuitive experience without the hassle of extra equipment or complicated setups and the burden of discovering new content is significantly eased.

Achieving Major Broadcaster-Level Viewership: Solidifying Leadership in the Global FAST Competition

Samsung TV Plus has achieved impressive 100 million monthly viewership numbers, placing it on par with the three major global broadcasting networks. This notable milestone signifies that the service has evolved from being just an additional feature on Samsung TVs into a robust platform that competes alongside leading global media companies.

Samsung is committed to expanding its presence within the global media ecosystem through Samsung TV Plus. The strategy focuses on continuously enhancing the platform’s value by setting standards for enjoyable TV viewing experiences for users — driven by three key factors: instant viewing capabilities without the need for a separate set-top box, AI-based content curation and constantly updated competitive offerings.

“Samsung TV Plus has transformed into a global media platform that seamlessly integrates into the daily lives of viewers worldwide,” said Choi Joon-hun, Head of the TV Plus Group from Visual Display Business at Samsung Electronics. “Moving forward, we will continue to strengthen our distinct competitive edge in the FAST market by diversifying channels and securing premium content.”

Built on its strong hardware leadership, Samsung Electronics is positioning itself as a key player in the global media ecosystem. Samsung TV Plus is ushering in a new, user-centric lifestyle of content consumption, reshaping the way viewers interact with media.