Eurovision Sport Expands UK Distribution Via FAST Platforms, Adding Plex, Samsung TV Plus

The move by EBU into FAST distribution underscores the growing importance of ad-supported streaming for reaching wider audiences with live sports. This strategy allows rights holders to maintain broad viewership in a fragmented media landscape and provides an additional revenue stream beyond traditional subscriptions. The UK launch will serve as a case study for how sports federations and broadcasters can leverage FAST to maximize reach and engagement, potentially influencing similar strategies across Europe as the connected TV market evolves.

The expansion of Eurovision Sport onto UK FAST platforms aligns with a broader trend in sports rights distribution. A recent report from Ampere Analysis (June 2026) indicated that global investment in sports rights by streaming platforms is projected to grow by 20% year-over-year through 2028, with a significant portion targeting free ad-supported models. This is driven by platforms seeking to balance premium content acquisition with broader audience accessibility. For instance, Fox Sports recently announced a strategic partnership with Tubi (May 2026) to stream select live events, further validating the pivot towards hybrid distribution. Similarly, Warner Bros. Discovery (April 2026) has been experimenting with offering some Olympic content on its Max ad-supported tier in the US, demonstrating the increasing willingness of major broadcasters to use ad-funded streaming for high-value sports. The EBU's move also reflects the continued growth of the FAST market in Europe; data from Omdia (May 2026) showed a 75% increase in FAST channel launches across the continent in the last 12 months, driven by both traditional broadcasters and new digital players seeking additional monetization avenues and audience engagement. This competitive landscape suggests that the success of Eurovision Sport's FAST deployment could inform future decisions by other European sports rights holders navigating direct-to-consumer strategies.