At the center of this shift is the connected TV market. Unlike traditional TV, where viewers follow fixed programming schedules, connected TVs allow users to discover and enjoy content in a more personalized way. By linking content, services and how people watch, they are driving a new screen paradigm.

From Passive Viewing to Personalized Discovery

Connected TVs are transforming digital advertising by combining the immersive scale of the big screen with the precision of digital platforms to create a new viewing experience. Leveraging vast amounts of data, they deliver recommendations tailored to individual preferences — strengthening connections between brands and audiences.

Today, advanced recommendation systems help viewers find what they want without complex searches. This shift underscores how TV is evolving beyond a content delivery device into a platform that actively connects viewers with what they watch.

The Rise of FAST in Connected TV

A defining trend in the connected TV market is the rapid growth of free ad-supported streaming TV (FAST). By offering a wide range of programming at no cost, FAST preserves the traditional lean-back experience while expanding choice for modern viewing habits. Users can easily find options tailored to their preferences without the fatigue of complex decision-making — creating new value in how media is consumed.

Amid these changes, Samsung Electronics is advancing a differentiated screen experience through its TV platform. Samsung TVs serve as a global hub connecting services and programming, delivering personalized experiences powered by extensive viewing data and innovative technology. At the heart of this ecosystem is Samsung TV Plus, Samsung’s FAST service.

A Leading Platform in a Changing Media Landscape

Adopted by around 100 million monthly users worldwide, Samsung TV Plus offers a wide range of free programming — including news, sports and entertainment — expanding viewer choice. Now available in 30 countries, the platform features approximately 4,300 channels and more than 66,000 video-on-demand (VOD) titles.

Users can watch live channels and a broad selection of titles without subscriptions or fees, making access more intuitive. At this scale, Samsung TV Plus stands alongside major global broadcasters — underscoring its position as a leading media platform in a rapidly evolving landscape.

In addition, Samsung TV Plus supports interactive features that create a more engaging experience. For example, viewers can watch a favorite artist’s performance while participating in live voting, showing how programming and brands come together in a seamless media environment.

The Next Phase of Connected TV

We are in an accelerated AI era, where every industry is transforming at an unprecedented pace. Not only are content consumption patterns changing, but so are how we experience and interact with media. Connected TV is set to redefine the screen, moving beyond offering more choice to delivering deeper personalization.

Samsung TV Plus leads this transformation and sets new standards for viewing while driving continued growth.

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.