One of the biggest beneficiaries of the Connected TV (CTV) revolution is Korean tech giant Samsung, which has used CTV to reinvent itself as a global content platform. The company underlined how far it has come at this month’s IAB NewFronts event, where it unveiled a slew of content and advertising related initiatives.
Samsung kicked off by revealing the rapid rate of growth at its AVOD/FAST platform Samsung TV Plus, which it said is experiencing “a banner year for growth”. With a lineup of nearly 700 FAST channels in addition to its on-demand library, the platform claims to outperform its rivals when it comes to viewer value and stickiness. As of this month, it reckons to have surpassed 88 million monthly active users.
“As the #1 streaming service on Samsung TVs, we’re not just following viewer trends—we’re shaping them,” said Salek Brodsky, SVP and global head of Samsung TV Plus. “Through deep insights and personalised curation, we’re delivering the content audiences love in an unbeatable format. We’re rewriting the rules of streaming and teaming up with A-list talent to bring exclusive entertainment to the biggest screen in the home. This strategy has fuelled more than 30% viewership growth this year, and with our newly announced partnerships, we’re positioning Samsung TV Plus for even greater momentum and market leadership in the year ahead.”
Among the new initiatives revealed at NewFronts was “Samsung Television Network”, which Samsung describes as a “broad-FAST channel”. The new channel will bring viewers a curated selection of Samsung TV Plus’ most in-demand programming along with live sports and must-see events. Samsung Television Network will also serve as the live exclusive home for the Jonas Brothers’ upcoming tour.
Samsung guests at the NewFronts event included David Letterman, who is launching an exclusive channel, Letterman TV, on Samsung TV Plus. Samsung also announced that its AVOD/FAST platform is partnering Spotify, to deliver a dedicated channel from ‘The Ringer,’ home to some of the most popular podcasts and most recognisable talent in sports and pop culture. The channel will feature a curated lineup of video podcast episodes from brands including Book of Basketball 2.0 with Bill Simmons, The Rewatchables, Higher Learning, and The Ringer-Verse.
In a sign of the growing collaboration between Connected TV and the digital-first creator economy, Samsung TV Plus announced partnerships with former NASA engineer Mark Rober and Dhar Mann (pictured) whose family-friendly dramas tackle universal human truths. The platform is also launching channels from creators including Michelle Khare, Smosh, The Try Guys, Epic Gardening, The Sorry Girls, and Donut Media.
In a related move, the platform is partnering with Billboard, to bring the music industry brand to FAST. A new network will give fans VIP red carpet access to over 25 of the industry’s most iconic events, including live red carpets and coverage of tentpole cultural events, such as the Golden Globes and the Billboard Music Awards. Samsung TV Plus will also be the co-exclusive home for Billboard News.
Other initiatives includes new FAST channels in sport and K-Content and tools for advertisers including Samsung Ads and Samsung Ads Content Studio. Capabilities within Samsung Ads include ShoppingBreaks, launching later this year. This ad format will enable consumers to buy directly from their TVs. It will serve creator-hosted, short-form content within Samsung TV Plus ad breaks with a clear call to action.
“We’re not just redefining what advertising can do, we’re reengineering the entire relationship between content, data, and commerce,” said Travis Howe, global head of new product solutions, Samsung Ads. “Samsung Ads is creating a world where media doesn’t just reach audiences—it moves them. From interactivity to full-funnel performance.”
