LG Electronics scales internal FAST platform to 400 linear channels

LG's deep integration of LG Channels converts hardware into a persistent services platform, securing recurring ad revenue long after the initial TV sale. By positioning its internal FAST service alongside premium apps like Netflix, LG reduces the friction for cord-cutters and captures high-margin inventory on its own glass. This strategy mirrors efforts by Samsung and Vizio to build walled-garden content ecosystems that compete with Roku and Amazon. The success of this move hinges on LG's ability to maintain high-quality metadata and discoverability as the channel count grows. Watch for future updates to the webOS Magic Remote, which may include dedicated hardware buttons for the LG Channels service to lock in user behavior.

The expansion of LG Channels follows a broader industry pivot where TV manufacturers are prioritizing Software-as-a-Service (SaaS) and advertising revenue over hardware margins. According to data from Omdia in March 2026, global revenue from FAST services is projected to reach $12 billion by 2028, with hardware OEMs capturing a significant share through pre-installed prominence. LG’s strategy specifically targets the high-end OLED segment, where users typically demonstrate higher engagement and more attractive advertiser demographics. This aligns with LG's 'Life's Good' vision strategy, which aims to transform the company into a smart life solutions provider.

Competitively, LG is responding to aggressive moves by Samsung and Roku. Per Digital TV Research in February 2026, Samsung TV Plus recently expanded its global reach to 24 countries, putting pressure on LG to scale its content partnerships across European and Latin American markets. Meanwhile, the recent acquisition of Vizio by Walmart, finalized in late 2025 according to trade filings, has changed the competitive landscape by linking smart TV data directly to retail purchasing behavior. This has forced independent OEMs like LG to double down on first-party data collection through their own streaming portals to remain competitive in the programmatic advertising space.

Technologically, LG is increasingly using AI to solve the discoverability issues inherent in 400-plus channel lineups. In May 2026, LG displayed updated webOS features at a tech showcase that used machine learning to surface specific LG Channels based on time-of-day viewing habits. As reported by TechCrunch in June 2026, this personalization is critical as the FAST market faces potential 'content fatigue,' where users struggle to navigate massive, uncurated lists. LG’s ability to leverage its Alpha-series processors for both image processing and content recommendation gives it a vertical integration advantage over third-party streaming sticks.