Samsung TV Plus pivots to original scripted content with Dhar Mann partnership
Samsung TV Plus launched its first original scripted series, "Unlikely Romances," in partnership with Dhar Mann Studios, marking a strategic shift for the FAST platform to include creator-led original content. This move diversifies its offerings beyond catalog and licensed content to increase user engagement. The series is available across multiple countries on Samsung Television Network and the dedicated Dhar Mann TV channel.
Key Takeaways
- Samsung commissioned 13 episodes of the creator-led scripted series, with new episodes airing weekly through June 26.
- The partnership leverages Dhar Mann’s digital reach of 170 million followers and approximately 300 million weekly views across platforms.
- The series is available on the Samsung Television Network in the U.S. and on a branded channel in 13 international markets, including the U.K., Germany, and Australia.
- This move follows Samsung’s launch of dedicated FAST channels for other top digital creators, such as Mark Rober, Michelle Khare, and The Try Guys.
Why It Matters
Hardware manufacturers are evolving from passive aggregators into active content commissioners to capture high-value creator audiences. By financing original scripted series rather than just repurposing YouTube libraries, Samsung TV Plus is adopting a studio-like posture to increase platform stickiness and ad premium. This aggressive pivot pressures rival FAST platforms like Roku and Tubi to broaden their own creator-led original slates as competition for advertiser-friendly digital talent intensifies. Watch for initial viewership data on the Dhar Mann TV channel to determine if creator-exclusive scripted content can significantly out-index standard licensed library performance.
Additional Context
The launch of "Unlikely Romances" comes as Samsung TV Plus scales its infrastructure to compete with traditional broadcasters. In January 2026, Samsung announced that its FAST service had surpassed 100 million monthly active users globally, up from 88 million in late 2024. This growth has been supported by a 25% year-over-year increase in streaming hours throughout 2025, according to Samsung data cited by MediaPost and Broadband TV News. The platform’s strategy increasingly focuses on turning passive discovery into active engagement, reporting a 92% viewer retention rate after the third month of use.
To further monetize this expanding user base, Samsung Ads unveiled a major partnership with Amazon Ads at the 2026 IAB NewFronts. Per Samsung and Amazon reports from March 2026, the service will integrate Amazon’s remote-enabled Interactive Video Ad (IVA) technology starting in July 2026. This integration will make Samsung TV Plus the first external CTV device partner to offer native "Add to Cart" functionality. By merging shoppable technology with creator-led content like Dhar Mann’s series, Samsung is attempting to build a full-funnel performance platform that links content influence directly to commerce.
This trend reflects a broader industry shift where digital-first creators are being treated as the new Hollywood studios. According to MoffettNathanson research from early 2026, FAST channel ad revenue is projected to reach $9 billion globally by the end of the year. This financial upside has led creators to professionalize their operations; for instance, Dhar Mann Studios now operates a 125,000-square-foot production facility in Burbank with roughly 200 employees. As digital talent moves behind the camera for TV-sized productions, hardware manufacturers are using these exclusive partnerships to differentiate their pre-installed services in a crowded 4,300-channel global linear market.
Read full article at netinfluencer.com
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