Samsung's Antidote for Streaming Fatigue Is Free TV

At CES 2026, Samsung and partners from NBCUniversal and Smosh outlined a future for television designed to combat subscription fatigue by focusing on free ad-supported TV (FAST), the rise of creators as studios, and live, interactive content.

• The free TV fix: Samsung is positioning its TV Plus platform as a seamless escape for viewers lost in a maze of costly subscriptions. The strategy isn't to kill the subscription model, but to augment it, allowing studios to monetize back catalogs on FAST without cannibalizing premium services. "FAST doesn’t replace traditional distribution, it extends it," said Bruce Casino, an EVP at NBCUniversal Global TV Distribution.

• New primetime players: The panel spotlighted the creator economy graduating from the phone screen to the big screen, with digital-first brands launching their own FAST channels. Sketch comedy group Smosh provides a clear blueprint, using its channel to elevate production and reach a broader audience. "Partnering with Samsung TV Plus allowed us to elevate our production quality and invest in the future of the Smosh brand," said CEO Alessandra Catanese.

Samsung is betting that by making TV simpler, more social, and free, it can recenter the television as the heart of the home. "Authentic content that creates cultural connection and brings people together is what matters most,” said Samsung TV Plus head Salek Brodsky.

• Also on our radar: Samsung's vision for TV wasn't just about software; the company also unveiled new hardware, including a massive 130-inch Micro RGB TV. Meanwhile, an external analysis suggests the entire TV market is being reshaped by challenges from Chinese manufacturers to the established players.