Samsung is reinventing the future of television—not by looking to Hollywood, but by turning to the creators who dominate the digital world. After previous collaborations involving figures like Steven Bartlett, Conan O’Brien, and David Letterman, Samsung is now building the next phase of its streaming strategy around top independent content creators. And the engine behind this move? Samsung TV Plus—the company’s free, ad-supported streaming television (FAST) platform.
As part of this strategic pivot, Samsung announced a wave of new FAST channels that will showcase exclusive content from some of the internet’s most recognizable creators. These include viral video pioneers and educational entertainers like Dhar Mann, Mark Rober, Michelle Khare, Smosh, The Try Guys, Epic Gardening, The Sorry Girls, and Donut Media.
What makes this shift significant is that it redefines what premium TV content can look like. Rather than relying on network television or subscription-based streaming services, Samsung is betting on creators who built their audiences organically through platforms like YouTube. These new FAST channels won’t be simple playlists—they’ll be curated, linear streaming experiences, delivering high-quality creator content in a format that mirrors traditional TV.
Most of these creators began their journey on platforms like YouTube, building millions-strong followings through relatable storytelling, educational content, or genre-specific entertainment. Their channels became trusted sources of entertainment, advice, humor, and inspiration. Now, Samsung is bringing these creators into the living room on a much larger scale, transforming them into TV networks in their own right.
Samsung has made it clear that this is more than a licensing arrangement. In certain cases—such as the partnership with Dhar Mann—the company is also investing in original, exclusive content. That means not only will fans get access to the creators’ existing videos, but they’ll also enjoy new episodes produced specifically for Samsung TV Plus.
Dhar Mann, whose videos are famous for their emotionally powerful storytelling and life lessons, expressed his enthusiasm for the new chapter. “Creating original episodes for Samsung TV Plus allows us to expand the reach of our mission and bring purposeful, uplifting stories into even more people’s homes,” Mann said. “It’s a powerful new chapter—not just for our shows, but for how creators can lead on streaming.”
Samsung’s willingness to support new content production demonstrates how seriously it takes its creator partnerships. It’s not simply capitalizing on already viral content—it’s enabling creators to scale their operations and enter a format previously reserved for TV studios.
This move reflects a growing awareness of the power creators wield in the modern media ecosystem. They have the trust of their audiences, understand digital storytelling deeply, and can pivot quickly to produce timely, relevant content. Samsung’s FAST platform offers them both visibility and institutional support.
Among the most anticipated additions is a new channel from Mark Rober. A former NASA engineer turned YouTube science educator, Rober has become one of the most beloved digital creators thanks to his inventive, educational, and often hilarious videos. With nearly 70 million subscribers across platforms, Rober’s influence spans generations.
His new FAST channel, “Mark Rober TV,” will focus on delivering family-friendly educational content that blends scientific discovery with entertainment. “Bringing my work to Samsung TV Plus means sharing the wonder of science and engineering with even more families,” Rober noted. “This is about bringing curiosity and creativity front and center, right where the family gathers.”
This family-first angle is crucial to Samsung’s FAST content strategy. By focusing on creators like Rober, who produce clean, intellectually stimulating content, the company can appeal to multi-generational households seeking engaging and safe programming.
FAST platforms are emerging as one of the most popular alternatives to expensive streaming subscriptions. These services, funded through advertising, offer viewers an old-school, passive experience: no need to select shows or search endlessly—just tune in and watch what’s playing. It’s a lean-back viewing model that many find refreshing compared to the overwhelming choices of on-demand libraries.
Samsung first hinted at its creator-focused strategy during the IAB NewFronts earlier this year. Salek Brodsky, Samsung’s Senior Vice President and Global Head of Samsung TV Plus, stated, “Samsung TV Plus is building a home for today’s top creators on FAST, bringing their content into a premium, curated environment designed for the biggest screen in the home.”
According to Brodsky, this marks a transition from user-generated clips on social media to premium creator-led channels on smart TVs. It’s about elevating creators from the sidelines to center stage, letting them compete with traditional content in a space previously reserved for cable giants.
A massive advantage Samsung holds over other FAST providers is hardware integration. Samsung TV Plus comes pre-installed on all new Samsung smart TVs, Galaxy smartphones, Galaxy Tab tablets, and Tizen-powered smart monitors. Moreover, TV brands like RCA and Loewe that license Samsung’s Tizen OS also carry the platform, massively extending its reach.
This seamless integration into Samsung’s hardware ecosystem gives the service a huge head start. Users don’t have to download apps or search for it—it’s just there. Turn on the TV, and it’s one click away.
That matters, especially as streaming fatigue sets in. More than ever, consumers are growing frustrated with expensive subscriptions, price hikes, and the constant churn of content libraries. FAST platforms offer a refreshingly simple alternative: consistent, scheduled programming without the cost.
As of October 2024, Samsung TV Plus hosts over 700 FAST channels in the U.S. alone, with more than 1,000 channels worldwide. The platform has amassed 88 million monthly active users, making it one of the fastest-growing players in the streaming space. With this scale, Samsung is in a prime position to change viewer behavior and become a daily habit for millions.
And the international play is just beginning. As Samsung expands its creator model globally, it’s likely that local content creators in Europe, Asia, and Latin America will also get their own FAST channels—localized for culture, language, and content preferences. This global approach could redefine how international audiences discover creators and consume niche content.
This evolution also benefits advertisers. Traditional YouTube campaigns often run the risk of appearing next to unpredictable or brand-unsafe content. But Samsung’s curated FAST channels offer a more stable, premium environment. Brands know what kind of content will surround their ads, and viewers are more likely to watch those ads in a passive, TV-like setting.
For creators, this opens up an entirely new revenue stream. It’s not just about YouTube AdSense or merch anymore—it’s about owning a TV channel, attracting national sponsors, and engaging viewers in a premium context.
The shift also reduces creators’ dependence on social media algorithms, which have become increasingly volatile. With a FAST channel, a creator’s content is aired consistently, regardless of algorithmic preference, providing a more predictable and loyal viewership.
Samsung’s latest move is more than just a content update—it’s a signal that the lines between television and social media are permanently blurring. Creators are no longer confined to phone screens. With platforms like Samsung TV Plus, they are stepping into the mainstream, delivering programming that rivals anything on cable or Netflix.
This approach flips the traditional media model on its head. Instead of waiting for a greenlight from executives, creators now have the power to build TV channels on their own terms—backed by corporate investment, global reach, and advertising revenue.
It’s not just about entertainment—it’s about redefining storytelling, platform ownership, and audience engagement in the digital age.
