Eurovision Sport expands UK reach via FAST platforms Plex, Amazon Live, Samsung TV Plus
Eurovision Sport, the EBU's free streaming platform, has expanded its distribution to include UK FAST services such as Plex, Amazon Live, and Samsung TV Plus. This marks Eurovision Sport's first FAST deployment, aiming to increase discoverability for Olympic and emerging sports and complement EBU Member broadcasters. The move seeks to place free sports content directly into environments where audiences are already engaging with content, aligning with a strategy to ensure continued free access to sport in the digital era.
Key Takeaways
- Eurovision Sport is now available on Free Live Sports (FLS), Plex, Amazon Live, and Samsung TV Plus in the UK.
- This expansion represents Eurovision Sport's first FAST deployment, with plans for further expansion across Europe and beyond.
- The platform, launched in 2024, offers thousands of hours of free live and on-demand sports coverage, including athletics, aquatics, and winter sports.
- EBU aims to complement its Member broadcasters' sports coverage and provide wider visibility for underserved sports and athletes.
Why It Matters
The EBU's move onto FAST platforms signals an industry-wide push for broader content distribution beyond proprietary apps, placing free sports content directly where audiences are already active. This strategy aims to maintain free access to sports in the digital era while increasing discoverability for niche events and athletes. Watch for further FAST expansion announcements from the EBU as it seeks to replicate this model in other European markets and assess its impact on viewership metrics for specific sports.
Additional Context
The expansion of Eurovision Sport onto UK FAST platforms aligns with a broader trend of sports content moving into the free ad-supported streaming television ecosystem. According to a report by Parks Associates in December 2025, over 30% of US broadband households watch sports content on FAST services monthly. This growth is driven by rising traditional pay-TV costs and the increasing availability of live and archive sports on FAST. For instance, Fox Sports launched a dedicated FAST channel in April 2026, offering replays and shoulder programming, indicating a major broadcaster's commitment to the model. Similarly, in March 2026, FuboTV announced plans to integrate more free sports content into its platform, leveraging FAST to widen its audience funnel. The European market, while distinct, is mirroring some of these trends, particularly as rights holders seek to maximize audience reach and engagement for a diverse range of sports. The EBU's strategy, as highlighted by Alan Fagan, managing director, Eurovision Sport, reflects this by placing content 'directly into environments where audiences are already spending their time' (Broadcast Now, June 2026). This approach also addresses the challenge of making niche sports economically viable for rights holders, by reducing reliance on potentially costly direct-to-consumer app development and marketing. Expect continued reports on viewership data from these initial FAST deployments to gauge the effectiveness of this strategy for various sports categories.
Read full article at broadcastnow.co.uk