Samsung's free, ad-supported streaming platform has taken a significant step in the competitive online entertainment market: Samsung TVPlus It claims to have surpassed 100 million monthly active users worldwideThis figure, which comes after a year of strong growth, confirms that the FAST (Free Ad-supported Streaming TV) model has established itself as a real alternative to traditional subscription services.
Beyond the volume of users, the company emphasizes that Playback hours have increased by around 25% compared to the previous yearand that participation levels have reached all-time highs during 2025. In an environment marked by platform saturation and so-called "subscription fatigue", the performance of Samsung TV Plus shows that the public responds positively when content is accessible and does not require monthly payments.
What is Samsung TV Plus and why is it growing so much?
Samsung TV Plus is Samsung's own FAST service.It's a free streaming television platform that's funded exclusively through advertising and requires no subscription, credit card registration, or monthly fee. Access is direct: all you need is a compatible device from the brand to start watching channels and on-demand content.
The catalog combines More than 4.300 linear channels globally with thousands of series, movies and other on-demand formatsThis offering is available in 30 countries, with programming schedules tailored to each market, allowing the company to adjust programming and advertising to local viewing habits. In Europe and Spain, the service is integrated into the brand's smart TVs and the Galaxy ecosystem, enhancing the everyday use of the devices.
One of the most striking facts is loyalty: Samsung TV Plus claims a 92% retention rate after the first three months of useIn other words, the vast majority of those who try the service continue to use it regularly after that time. In a market where it's common for users to "jump" from one platform to another, maintaining these levels of continuity reflects that the free, ad-supported model fits into the routine of many households.
The platform's management insists that this growth is not explained solely by the catalog or the fact that it is a free service, but by a combination of several factors: an integrated user experience across devices, varied content, less intrusive advertising than usual, and actions designed to increase engagement of the viewer, especially during special events and live broadcasts.
A FAST model that fits with subscription fatigue
The rise of Samsung TV Plus occurs in parallel with a context in which Many European users are reviewing and reducing their paid subscriptionsThe proliferation of platforms, constant changes in catalogs, and price increases have led some users to cancel services that previously seemed essential.
In that scenario, free television with advertising has ceased to be a rarity and has become a dominant option within ad-supported modelsSamsung TV Plus positions itself in this segment as a natively integrated offering on the brand's devices, without the need to install anything or create additional accounts, thus minimizing entry friction for the user.
The company emphasizes that this growth reflects actual consumption, not just downloads or installations: The 25% year-on-year increase in hours viewed puts the emphasis on effective screen time.For advertisers, this is especially relevant, as it ensures an environment where their campaigns are displayed during extended viewing sessions and not just during occasional app openings.
In the words of Salek Brodsky, senior vice president and global head of Samsung TV Plus, The milestone of 100 million active users reflects the viewers' trust. At a time when the digital entertainment options are practically overwhelming, the executive emphasizes that the service's priority remains offering "authentic, top-quality" experiences that adapt to different times of day, whether watching content alone or with family.
From watching TV to participating: live events and interaction
One of the aspects that Samsung highlights as key to its progress during 2025 is the focus on live events and interactive fan experiencesThe platform has made it clear that it does not want to be limited to being a simple container of channels, but aspires to become a space where the viewer has the ability to intervene in what happens on screen.
The most cited example is the FanVote function, launched during the "JONAS 20: Greetings From Your Hometown" music tour. In these broadcasts, viewers could use their TV remote to vote for the song they wanted to hear on stage.The winning track was performed live, thus closing the circle between the hall audience and the actual concert.
This proposal received a response rate exceeding 13% among connected TV (CTV) usersThis is an unusual figure for interactive experiences of this kind. For Samsung, these results demonstrate that when participation is easily integrated without requiring a second device, the public is willing to engage beyond simply channel surfing.
The impact of these initiatives is not measured solely in votes or clicks. Live events and real-time interactions help strengthen audience identification with the platformgenerating shared moments that are discussed on social media and other channels, and that place Samsung TV Plus within the current cultural conversation.
Furthermore, this type of experience provides advertisers and content partners with additional data on audience preferences, allowing them to adjust campaigns, sponsorships, and future collaborations based on real behavior and not just audience estimates.
Partnerships with creators, live music and sports
Beyond the technological aspect, Samsung TV Plus has strengthened its content strategy by forging agreements with digital creators, renowned brands, and top-tier sports leagues.The idea is that the user will find more than just reruns of old series on the platform, incorporating proposals that originate from the internet and the world of live television.
In the area of ​​creators, the company mentions collaborations with well-known names in the digital world such as Mark Rober, Michelle Khare, Dhar Mann or the comedy group SmoshAmong others. These profiles, born on platforms like YouTube, have made the leap to the big screen in the living room through dedicated channels, allowing Samsung TV Plus to attract younger audiences accustomed to online content.
Agreements have also been reached with Brands and prominent figures in entertainment, such as Spotify or David LettermanThese collaborations help give the platform a more recognizable profile for the general public. This type of partnership reinforces the idea that free-to-air television with advertising can offer high-quality productions and big names, and not just filler to pad schedules.
Sport is another pillar of the programming. The company has indicated the existence of alliances with major leagues such as the NHL, MLB, NBA and NFLwhich allows them to offer content related to these competitions through themed channels. Although the specific availability of matches and programs varies by territory due to rights issues, the presence of these sports brands adds appeal to the overall offering.
This mixed approach—digital creators, music, entertainment, and sports—has a clear objective: to maximize the range of audience profiles that find reasons to use Samsung TV Plus dailyFrom those looking for information or sports to those who prefer series marathons, science videos, motivational content or concerts.
Availability: a service integrated into the Samsung ecosystem
One of the reasons why Samsung TV Plus has managed to reach such a large number of users is its direct integration into the brand's hardwareThe service comes pre-installed or is accessible via quick access on a wide range of devices, so many users encounter the platform as soon as they turn on their TV or set up their new Galaxy device.
At present, Samsung TV Plus is available in 30 countries and can be used in:
- Samsung smart TVs, including the latest models unveiled at trade shows like CES, such as the Micro RGB TV, Neo QLED, OLED, The Frame and The Frame Pro ranges.
- Samsung Galaxy family phones and smartphones, which allow you to take channels and on-demand content outside the living room.
- Galaxy Tab tablets, where the service works as an additional streaming app, useful for consumption on the go or in secondary rooms.
- Samsung Smart Monitors, aimed at those who combine work and leisure on the same screen.
- Devices from the Family Hub line (connected refrigerators), which incorporate content playback as an additional function in the kitchen.
- Compatible extended reality (XR) headsets and headphones, opening the door to new immersive viewing formats.
This rollout makes Samsung TV Plus an almost omnipresent companion within the brand's ecosystemFor those who already own a Samsung TV or a Galaxy mobile phone, the service doesn't involve any additional cost or require complex installation: it's simply there, ready to be used as if it were just another channel on the device.
In Europe, and particularly in markets like Spain, this strategy allows that The platform directly benefits from the existing stock of Samsung televisions and mobile phones in homes.Each new device sold is a potential new entry point to the service, which partly explains how quickly the 100 million monthly active users have been reached globally.
With a combination of free access, a wide catalog, live events, interactive features, and a presence on multiple devices, Samsung TV Plus has carved out its own niche within the saturated streaming landscapeIt remains to be seen how the offering will evolve in Europe and Spain as new content agreements are signed and local schedules are adjusted, but for now, usage data and audience response suggest that the FAST model has potential and that Samsung's commitment to this type of connected television is very serious.
