Samsung TV Plus Debuts in Southeast Asian Markets with Free Ad-supported Streaming TV Service

Samsung TV Plus, Samsung’s free ad-supported streaming TV (FAST) service that provides free, instant access to a wide range of live TV channels covering entertainment, news, movies, and more, is launching in three Southeast Asian markets: Singapore, the Philippines, and Thailand beginning in late November.

This year, Samsung TV Plus will provide more than 20 curated live TV channels, including a variety of bingeable shows. Banijay Entertainment, ITV Studios, and Tap Digital Media Ventures are among the content partners, offering a wide range of global and local channels.

Samsung TV Plus will contain over 20 curated global live TV channels with a diverse range of shows, including MythBusters, Survivor, and Don’t Tell The Bride. Deal or No Deal, River Monsters, Red Bull TV, and Come Dine With Me will all be available, as will Euronews, a global news channel.

The upcoming launch of Samsung TV Plus comes just a year after native advertising solutions were integrated into Samsung Smart TV. For the first time, advertisers will be able to combine native and in-stream video ads, opening up new potential for brand safety.

According to a press release from Samsung, FAST revenues in the region’s fast-expanding market are expected to reach US$95 million. In Southeast Asia, seven out of every 10 TV viewers watch ad-supported streaming, as more customers prefer free alternatives.

Alex Spurzem, managing director of Samsung Ads Southeast Asia and Oceania (SEAO), explained the company’s expansion in the region, saying, “Samsung Ads launched in Southeast Asia a year ago, and it’s been a busy journey so far.”

Without providing specific numbers, he stated that the team has experienced double-digit growth with new advertisers and has increased its on-the-ground manpower to meet expanding demand. Chanel, Mastercard, United Overseas Bank, Jaguar Land Rover, and Mercedes-Benz are just some of the brands that Samsung Ads proudly counts as clients.

Samsung Ads offers native advertising solutions to millions of Samsung Smart TVs in the region, which are currently operating in Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam.

“Strong off this success, we have now introduced our free ad-supported streaming TV (FAST) service, Samsung TV Plus. With rising interest from both local advertisers and global brands looking to reach Southeast Asian audiences, the growth potential in the region is huge,” Spurzem added.

Which markets have the biggest potential?

While streaming is gaining popularity on a global scale, Spurzem believes it will take time to become the standard, particularly in emerging markets. In Southeast Asia, Samsung ads are shifting significantly to streaming, encouraged by the rise of ad-supported models such as FAST and AVOD. As these formats gain traction, marketers will have the opportunity to connect with audiences who increasingly choose streaming.

“The rise of Smart TV penetration in the region means it’s essential for brands to rethink their media mix and consider how Connected TV (CTV) can play a role. With the right partners, leveraging CTV is easier than many might think,” said Spurzem.

Southeast Asia, with its incredible diversity, has a variety of drivers driving demand for Connected TV (CTV) solutions, ranging from population growth and Smart TV adoption to shifting media and consumption habits. This means that each country in the region provides distinct growth potential. Singapore, for example, has long been a hub for media firms, making it a valuable market for advertising. Meanwhile, rising markets such as the Philippines, Vietnam, and Thailand have a plethora of “forward-thinking” marketers, Spurzem stated.

Spurzem, who is still hopeful that the markets will adopt Samsung’s solutions, thinks that as knowledge of CTV advances, marketers will figure out new ways to combine it with digital video or linear advertising to make sure they are reaching the right audiences efficiently and without duplication while maximizing their marketing budgets.

“These markets are home to smart brands eager to tap into CTV’s potential and connect with audiences in more meaningful ways. That’s exactly why we’re rolling out Samsung TV Plus in markets where new advertising options are on the rise and the appetite for free streaming content is soaring,” he said.

Ed Love, head of Samsung TV Plus for Southeast Asia and Oceania (SEAO), said, “Across Southeast Asia, the appetite for ad-supported TV is soaring, with TV viewing time doubling in the last 12 months across APAC. Now is the right time to carve our own path within the region’s thriving ad-supported market by delivering hugely popular global and local content that provides something for everyone, for free.”

Alex Spurzem, managing director for Samsung Ads for SEAO, commented, “The success of Samsung TV Plus around the world has enabled us to build a robust blueprint for Southeast Asia. We’re dedicated to offering viewers and advertisers more premium content, completely free on the big screen, all at the unmatched scale only Samsung can deliver.”