Samsung TV Plus Secures Exclusive UK Streaming Rights for Serena Williams Matches

Securing exclusive rights to high-profile live sports content like Serena Williams' matches positions Samsung TV Plus as a significant player in the competitive FAST market. This strategy directly challenges traditional linear broadcasters and subscription streaming services by offering premium content without a paywall. Ecosystem-wide, this highlights the growing value of exclusive sporting events for FAST platforms seeking to attract and retain users. Watch for Samsung TV Plus's future investment in similar exclusive, marquee sporting events as a metric of its aggressive content acquisition strategy.

The acquisition of exclusive sports rights by FAST platforms like Samsung TV Plus is part of a broader trend in the streaming industry. According to a report by Omdia in April 2026, global FAST channel revenue is projected to reach $12 billion by 2028, largely driven by increased content investment. This shift is also evidenced by recent moves from other players; for instance, Tubi secured a package of live MLB games in March 2026, as reported by Variety. This content strategy helps FAST services differentiate themselves in a crowded market and provides a direct pathway to ad revenue, as noted by an analysis from Digital TV Research in May 2026. The competition for sports rights is intensifying, with traditional broadcasters like Sky Sports (UK) and BT Sport (UK) facing increased pressure from these ad-supported newcomers. This competition is likely to drive up content acquisition costs, a factor that will impact the profitability models for all streaming providers. Furthermore, the focus on specific, high-demand events like the Queen's Club Championships, rather than broad league packages, indicates a tactical approach to content investment, providing high-impact draws to attract specific demographics, per MoffettNathanson's April 2026 media analysis.