Samsung TV Plus secures exclusive MotoAmerica rights through 2027

The deal signals a shift in the FAST (Free Ad-supported Streaming TV) sector from licensing non-exclusive library content to securing exclusive live sports. By pairing a high-profile documentary series with live event rights, Samsung is adopting the Netflix 'Drive to Survive' playbook to build a vertical audience for niche sports. This strategy attempts to solve the discovery problem inherent in fragmented FAST guides by using marquee talent like Keanu Reeves as a funnel for live race viewership. Expect competitors like Roku and Tubi to mirror this 'original-to-live' pipeline as they compete for the 45% of U.S. internet households now regularly accessing free streaming services.

The expansion comes as Samsung TV Plus reached 100 million monthly active users in early 2026, up from 88 million in late 2024 (per Samsung, February 2026). This growth has been fueled by a transition from basic linear channels to premium live events, including an exclusive Jonas Brothers concert series that used interactive remote-control voting to drive a 13% engagement rate (per Advanced Television, January 2026). Platform leadership explicitly highlighted the 'runaway hit' status of early minor league baseball trials in 2024 as the catalyst for this broader sports push.

Competitively, the move aligns with a massive surge in sports-focused FAST content. The number of sports FAST channels globally more than doubled between mid-2024 and early 2025, reaching over 220 individual channels (per Gracenote, March 2025). While many FAST channels traditionally distribute non-exclusive content across multiple platforms, live sports are increasingly tied to exclusive windows. For example, Roku launched its dedicated Sports Channel in 2024 to house exclusive MLB Sunday morning games and Formula E (per StreamTV Insider, March 2025).

Samsung has also invested heavily in AI-driven discovery to manage its massive U.S. library, which now includes over 750 channels and 4,300 global streams. In August 2025, the company overhauled its home screen with AI personalized recommendations to integrate linear and on-demand content (per The Desk, August 2025). This technical layer is essential for the MotoAmerica strategy, as Samsung aims to use its hardware dominance—maintained for 19 consecutive years—to move viewers from hardware-default home screens into its premium exclusive programming.