Samsung TV Plus, the company’s free ad-supported streaming service, has surpassed 100 million monthly active users globally, as reported by Advanced Television, cementing its position as a major player in the crowded FAST market.

• By the numbers: The milestone is fueled by real engagement, with Samsung reporting a 25% year-over-year increase in streaming hours and a 92% user retention rate after three months. Interactive features are also paying off, with a recent Jonas Brothers concert poll drawing a 13% response rate from viewers.

• The creator connection: Samsung is moving beyond traditional content by heavily investing in channels from digital-first talent like Mark Rober and Dhar Mann. These creator partnerships, combined with deals for major sports leagues and brands like Spotify and David Letterman, are central to its strategy of delivering "premium, authentic experiences," according to the company.

• The hardware moat: Samsung’s biggest advantage is its hardware ecosystem. Spanning over 4,300 channels in 30 countries, the service is a default feature pre-installed across its empire of smart TVs and Galaxy devices. While competitors like The Roku Channel are tracked in Nielsen's monthly "The Gauge" report, Samsung TV Plus is not, making direct viewership comparisons difficult.

With 100 million built-in users, Samsung isn't just competing in the streaming wars—its hardware advantage means it has built a formidable, self-sustaining ecosystem that competitors can't easily replicate. While Samsung's user base is massive, the FAST market is still a financial battleground, with competitors like The Roku Channel and Tubi reportedly pulling in over a billion dollars each in ad revenue last year. The entire ecosystem is booming, with projections suggesting global FAST ad revenue could hit $9 billion by 2026.