Observed Signal · Jan 12, 2026 · Product Launch · Source: State of Streaming · Impact: 3/5 · Sentiment: Positive
Samsung Pushes Free TV via Samsung TV Plus at CES
At CES 2026 Samsung and partners including NBCUniversal and Smosh outlined a strategy emphasizing free ad-supported TV (FAST) on Samsung TV Plus to address subscription fatigue. Samsung positioned TV Plus as a complement to subscription services that lets studios monetize back catalogs on FAST without cannibalizing premium offerings. The panel highlighted creator-led channels (e.g., Smosh) moving from mobile to CTV, using FAST distribution to boost production and reach. Samsung also showcased new hardware, including a 130‑inch Micro RGB TV, while external analysis noted competitive pressure on the TV market from Chinese manufacturers. Executives quoted include Bruce Casino (EVP, NBCUniversal Global TV Distribution), Alessandra Catanese (CEO, Smosh) and Salek Brodsky (Head, Samsung TV Plus).
Samsung's push for FAST on Samsung TV Plus expands ad-supported CTV inventory and accelerates creator channel distribution on living-room screens, affecting publisher monetization and advertiser reach though it is not a platform policy shift.
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Key Takeaways & Evidence Grounding
- At CES 2026 Samsung promoted free ad-supported TV (FAST) as part of its Samsung TV Plus strategy.
- NBCUniversal EVP Bruce Casino said FAST extends traditional distribution and enables studios to monetize back catalogs without replacing subscriptions.
- Digital-first creators like Smosh are launching FAST channels; Smosh CEO Alessandra Catanese credited Samsung TV Plus with elevating production.
- Samsung showcased new hardware at CES 2026, including a 130-inch Micro RGB TV.
- Samsung TV Plus head Salek Brodsky emphasized making TV simpler, social, and free to recenter television in the home.
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Samsung Pushes Shoppable, Performance TV at NewFronts
At IAB NewFronts 2026, Samsung announced a partnership with Amazon Ads to integrate Amazon DSP into Samsung TV Plus, enabling remote-enabled interactive and shoppable video that lets viewers take actions (for example, add-to-cart or send-to-phone) directly via the TV remote. The integration, launching in July, will let advertisers activate Samsung TV Plus inventory through Amazon DSP and use Amazon Marketing Cloud browsing, streaming and shopping signals for full-funnel measurement. Samsung also expanded Creative Canvas ad formats (product galleries, vertical video, click-to-email) and introduced Vision AI Companion, AI-Powered Contextual Targeting and AI-Powered Audience Collectives to tailor timing, relevance and audience selection. Samsung says Samsung TV Plus reaches more than 100 million monthly active users and reported streaming hours up 25% year over year.
State of Streaming Adds Samsung TV Plus Profile
Samsung TV Plus is Samsung Electronics' free, ad-supported streaming service pre-installed on Samsung Smart TVs and Galaxy devices. Launched in 2015 and headquartered in Seoul, South Korea, the service offers 250+ live channels across FAST/AVOD-style programming. The State of Streaming site lists Samsung TV Plus as a major streaming app and references coverage reporting the service reached 100 million users (coverage dated 2026-01-28). Samsung TV Plus sits inside Samsung's media family alongside Samsung Ads Data & Measurement and is positioned as an OEM-distributed CTV/streaming inventory source for advertisers and partners.
Google Antitrust Ruling Spares Ad Stack, Pressures Trade Desk
A federal judge ruled that Google must open up its ad exchange and publisher ad server to more competition but stopped short of forcing a breakup of its adtech stack. The remedies include connecting AdX and DFP to Prebid, requiring equal terms for AdX bids on alternative servers, curbing self-preferencing, and sharing auction data. For The Trade Desk, which has positioned itself as the neutral alternative to Google's walled gardens, this outcome weakens its core pitch: a fairer and more transparent auction reduces the urgency for publishers to seek alternatives like OpenPath. The article also notes that Google's decision to keep third-party cookies has already slowed adoption of alternative IDs like UID2.0. Analysts suggest The Trade Desk's narrative is shifting towards CTV and agentic advertising as the open-web competition with Google evolves.
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