Photo Credit: Photo by Compare Fibre on Unsplash
Samsung is making a bold strategic pivot in the ever-evolving streaming landscape—by deepening its commitment to independent digital creators. Known for licensing premium content from traditional entertainment heavyweights like David Letterman, Conan O’Brien, and Steven Bartlett, the tech giant is now doubling down on original digital content by onboarding high-profile creators to its Samsung TV Plus platform.
In a move that signals the growing influence of digital personalities over conventional media stars, Samsung is launching a wave of free ad-supported streaming television (FAST) channels featuring some of the internet’s most recognizable names. Viewers can soon expect to see curated linear channels devoted exclusively to creators such as Dhar Mann, Michelle Khare, Smosh, The Try Guys, Donut Media, Epic Gardening, Mark Rober, and The Sorry Girls—all of whom made their names on platforms like YouTube but are now breaking new ground on Samsung’s ecosystem.
This initiative, announced Monday, marks a significant expansion of Samsung TV Plus’s content strategy. It shifts the narrative from simply being a free platform for repurposed television to a serious player in original, creator-first entertainment. And Samsung is doing more than simply licensing existing videos—in certain cases, such as with Dhar Mann’s production company, the brand will help finance the creation of exclusive new episodes intended solely for Samsung’s viewers.
“This is a major milestone for us as storytellers and producers,” Dhar Mann shared in a press release. “Partnering with Samsung TV Plus means we can bring meaningful, purpose-driven stories to even more homes around the world. It’s a transformative step, not just for our series, but for how creators are shaping the future of streaming.”
A Digital-to-TV Leap
While most of the featured creators began their journeys on YouTube, Samsung is betting that their appeal transcends the boundaries of mobile or desktop consumption. With this move, Samsung is placing digital-first personalities directly into the living rooms of millions of global viewers via smart TVs, smartphones, tablets, and monitors.
One of the most notable partnerships is with Mark Rober, the former NASA engineer turned viral science educator, whose blend of entertainment and STEM learning has earned him a following of nearly 70 million subscribers across platforms. His new FAST channel, aptly titled “Mark Rober TV,” will bring his blend of curiosity and innovation to Samsung’s massive user base.
“Bringing my content to Samsung TV Plus gives me the opportunity to share the excitement of science with families on the biggest screen in their home,” Rober explained. “It’s about sparking creativity, fostering curiosity, and making learning an immersive experience.”
This leap from YouTube to a premium living-room experience represents a major shift in how content is both consumed and valued. It also highlights the increasing legitimacy and cultural power of creator-driven media.
Samsung’s FAST Strategy: Scale + Authenticity
Samsung’s pivot toward creators isn’t a mere experiment—it’s a calculated play for long-term relevance in the FAST ecosystem. During this year’s IAB NewFronts, the company unveiled its vision of elevating digital-first creators into the living room experience, a space traditionally dominated by Hollywood.
Salek Brodsky, Senior Vice President and Global Head of Samsung TV Plus, emphasized that the initiative is more than content expansion—it’s about creating a premium home for creators in a TV-first environment.
“Samsung TV Plus is now the go-to platform for modern-day storytellers,” Brodsky noted. “We’re curating a premium experience where top creators can maintain creative control and deliver their content at scale without compromise. This marks a new era in how we define ‘television.’”
Samsung’s approach is to present a carefully curated, ad-supported experience that blends the freedom of digital creation with the structure and reliability of linear programming. The idea is to create a win-win ecosystem: creators gain exposure to wider, more mainstream audiences, while Samsung offers viewers fresh, engaging content that doesn’t come with a subscription fee.
The Numbers Speak
FAST channels have surged in popularity over the past few years, largely due to consumer fatigue with high-cost streaming subscriptions. Samsung TV Plus, which is pre-installed on all newer Samsung smart TVs and many Galaxy mobile devices, is perfectly positioned to capitalize on this trend.
As of late 2024, the platform hosts more than 700 FAST channels in the United States and over 1,000 channels globally. According to Samsung’s internal data, Samsung TV Plus now boasts more than 88 million monthly active users worldwide, a number that continues to grow as more consumers seek out cost-effective streaming alternatives.
This places Samsung TV Plus in direct competition with other ad-supported platforms like Pluto TV, Tubi, and Amazon Freevee. But unlike those platforms, Samsung’s unique advantage lies in hardware integration—its streaming service is baked into millions of TVs, smartphones, and tablets via its Tizen OS.
Creator Economy Meets Big Screen
What’s significant about Samsung’s latest expansion is how it bridges the gap between mobile-native content and traditional television viewership. It reimagines the creator economy in a format that isn’t limited by algorithms, autoplay feeds, or ad blockers. Instead, it brings the creator’s brand directly to viewers in a scheduled, curated format that mimics the feel of classic TV—only with modern flair.
This format allows creators to own entire channels, where their videos are played around the clock. It also opens the door for new advertising models, including product placements, branded partnerships, and custom sponsorships—all within a high-visibility, premium environment.
Moreover, creators don’t need to fight platform algorithms or worry about losing reach due to sudden changes in content moderation. With Samsung’s backing, they gain creative freedom with stability—a rare combination in today’s digital media world.
A Broader Vision for Home Entertainment
Samsung is also using this opportunity to redefine what “TV” means in 2025. In their vision, the television is no longer just for sitcoms, news, or dramas—it’s a dynamic, multi-purpose screen for education, entertainment, wellness, gaming, and creativity. And that means creators of all types, not just entertainers, are welcome.
For example, Epic Gardening brings nature and sustainability to a new audience of home gardeners and eco-conscious viewers. Donut Media appeals to car enthusiasts who crave a mix of humor and auto expertise. Michelle Khare’s challenge-based content fosters empowerment and self-growth, especially among younger audiences.
By integrating this diverse content lineup into a lean-back, big-screen experience, Samsung is broadening its content ecosystem far beyond what traditional networks could ever offer. It’s no longer just about passive viewing—it’s about immersive learning, interactive inspiration, and relatable personalities.
Future Implications
This move could set a precedent for other hardware companies and streaming platforms. As the creator economy continues to explode, platforms that offer creators better visibility, revenue opportunities, and audience connection will inevitably rise in relevance.
For Samsung, it’s a chance to lead—not just as a hardware provider, but as a media ecosystem enabler. If the experiment succeeds, it could lead to full-scale investments in creator networks, proprietary production studios, and even original creator-hosted talk shows or docuseries.
We may also see a change in the creator career trajectory. YouTubers and TikTok stars may now dream of launching their own FAST channels rather than chasing brand deals or merchandise sales alone. Owning a linear channel gives them control over not just their content—but their media empire.
Conclusion
Samsung TV Plus is no longer a passive player in the streaming war—it’s rewriting the rules. By elevating digital creators to the big screen and giving them dedicated FAST channels, Samsung is betting on a future where entertainment is deeply personal, hyper-accessible, and driven by authenticity.
The move represents more than a trend. It’s a tectonic shift in who controls the screen—and what kind of stories we gather around to watch.
