Samsung TV Plus is expanding its creator-led programming with new channels in the UK and Asia-Pacific, while increasing distribution for existing creator content in Latin America. The initiative aims to leverage the creator economy to engage the platform's 100 million monthly active users.
This international expansion demonstrates how free ad-supported streaming TV platforms use established digital creators to secure low-cost, highly engaging programming. By migrating internet-first brands into a traditional television environment, the service deepens engagement with its 100 million monthly active users without the high licensing fees of premium Hollywood catalogs. This strategy intensifies competition for millennial and Gen Z eyeballs against traditional broadcasters and algorithmic social video platforms alike. Moving forward, the industry should watch whether these creator-led feeds can sustain traditional TV ad rates and if rival smart TV manufacturers replicate this localized distribution model.
Samsung TV Plus has been building its creator channel strategy since mid-2025, when the service announced its first original content deal with scripted creator Dhar Mann for 13 exclusive episodes at the Samsung NewFronts presentation. That deal brought creators including Mark Rober, Michelle Khare, Smosh, The Try Guys, Epic Gardening, The Sorry Girls, and Donut Media to the platform with dedicated channels, representing a combined subscriber base exceeding 175 million across their social platforms.
The global rollout accelerated in November 2025 when Samsung launched Mark Rober's first-ever FAST channel across 17 countries including the US, Canada, Australia, and multiple European markets. The expansion brought Samsung TV Plus's creator slate to 18 countries, with regional variations including Dhar Mann TV across Europe and a full creator lineup in India featuring Brave Wilderness, Epic Gardening TV, and Michelle Khare's Challenge Accepted alongside the flagship channels.
The September 2026 expansion into the UK, Asia-Pacific, and Latin America marks a further geographic broadening. Deadline reported that the UK channels launched through a partnership with 208 Studios, while Luke Nguyen's World debuted as a first-to-FAST channel in five Asia-Pacific markets. The service now carries creator-led channels from personalities including Dhar Mann, who is set to keynote at MIPCOM, alongside Michelle Khare, The Try Guys, and Smosh, with more than 100 million monthly active users globally according to Samsung.
Samsung TV Plus is expanding its creator-led channel initiative into the UK, Asia-Pacific, and Latin America. By migrating popular digital-first brands to its free, ad-supported platform, Samsung aims to deepen engagement with its 100 million monthly active users while avoiding the high licensing costs associated with traditional premium Hollywood content.
The UK expansion includes three new channels developed in partnership with 208 Studios: Happy Place, Golf Life, and JOE Media.
Samsung TV Plus is expanding the Mark Rober TV science channel in Latin America, featuring 24/7 dubbed programming for viewers in Brazil and Mexico.
According to Samsung, the platform currently serves 100 million monthly active users globally.
The strategy aims to secure low-cost, highly engaging programming by bringing established digital creators to the platform, helping the service compete for millennial and Gen Z viewers against traditional broadcasters and social video platforms.
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