Samsung TV Plus adds spatial audio and multi-cam for musical theater

This move signals a shift for FAST services from passive linear hubs to interactive destination platforms. By integrating proprietary Eclipsa Audio and multi-camera controls, Samsung is leveraging its hardware vertical to offer high-fidelity experiences that rival premium SVOD tiers. Concretely, this allows Samsung to keep viewers within its Tizen-based environment while providing a testing ground for IAMF as a royalty-free competitor to Dolby Atmos. As hardware manufacturers increasingly prioritize services, expect more 'hardware-enhanced' exclusive content that complicates the platform-neutral nature of traditional streaming. Watch for engagement metrics on these interactive broadcasts to determine if viewers prefer choice over traditional director-led cuts.

The rollout of Eclipsa Audio on Samsung TV Plus marks the latest phase in a long-term strategic partnership between Samsung and Google. Per Samsung Newsroom and Forbes (January 2025), the two companies co-developed the Immersive Audio Model and Formats (IAMF) standard to provide an open-source, royalty-free alternative to Dolby Atmos. While Eclipsa 1.0 debuted with support for 28 individual audio channels, Samsung has already previewed Eclipsa 2.0, which aims to transition the format to a fully object-based architecture for more precise spatial placement of sound effects. Until this launch, YouTube was the primary video platform supporting the format, making Samsung TV Plus a critical second pillar for the standard's adoption.

Simultaneously, Samsung is aggressively repositioning its TV Plus service as a 'Performance TV' vehicle for advertisers. According to reports from the 2026 IAB NewFronts (March 2026), Samsung is integrating Amazon’s interactive video ad technology, allowing viewers to add items to their shopping carts directly from the screen. This interactive content push is supported by data from previous live events; for instance, a 2025 Jonas Brothers concert using Samsung's 'FanVote' technology saw engagement rates 26 times higher than typical QR-code interactions. By combining high-end technical features like Multi-Cam with these shoppable commerce layers, Samsung is attempting to close the loop between premium viewership and direct digital conversion.

This strategy is overseen by Lee Won-jin, the platform expert who returned to lead the Visual Display division in mid-2026. Per reporting from Signal (July 2026), Samsung is shifting focus toward content-driven innovation to offset stagnating hardware sales. With over 4,300 channels and 100 million monthly active users globally, Samsung TV Plus is no longer a peripheral value-add but a core component of the company's services-led growth strategy, particularly as it seeks to scale its ecosystem against rivals like Roku and LG’s webOS.