Streaming operator wedotv has expanded its distribution agreement with VIDAA, adding carriage in the MENA region and South Africa. The deal increases wedotv's footprint to 14 territories and introduces new FAST channels to VIDAA's installed base of over 50 million smart TVs.
The expansion of the wedotv VIDAA distribution deal highlights the critical role of OEM-controlled operating systems in the global scaling of FAST services. By securing carriage in MENA and South Africa, wedotv is positioning its niche thematic and single-IP channels in high-growth markets where Hisense hardware maintains a significant footprint. This move reflects a broader industry trend where independent content owners bypass traditional aggregators to leverage direct OS integrations for rapid international reach. As the platform scales, the industry should monitor if wedotv introduces more localized single-IP channels to maintain engagement across its now 14 active territories.
VIDAA, the smart-TV operating system backed by Hisense, has become a significant distribution surface for FAST channel operators seeking global scale without relying on third-party aggregators. In early 2026, VIDAA announced it had surpassed 50 million active devices worldwide, a milestone that positions the platform among the top five smart-TV operating systems by installed base. The OS is preloaded on Hisense televisions sold across more than 200 markets, giving content partners like wedotv immediate access to a hardware-embedded audience without requiring separate app downloads or marketing spend. This distribution model mirrors the strategy pursued by other independent FAST operators that have secured carriage on OEM platforms to reduce customer-acquisition costs.
The business case for FAST channel operators on OEM platforms has strengthened as advertising revenue in connected TV continues to grow. Hisense reported that its VIDAA platform generated a 35% year-over-year increase in advertising revenue during 2025, driven by higher CPMs in sports and entertainment content categories. For wedotv, which operates niche thematic channels including wedotv Sports MENA and single-IP offerings, the MENA expansion aligns with rising advertiser demand in that region. MENA connected-TV ad spend grew 28% in 2025 compared to the prior year, according to industry estimates, making it one of the fastest-growing CTV advertising markets globally. South Africa similarly represents an emerging opportunity, with smart-TV penetration rising as Hisense expands its retail footprint across the continent.
On the technical side, VIDAA has invested in features that benefit FAST channel operators, including a unified content discovery layer and server-side ad insertion capabilities. VIDAA launched its VIDAA Free ad-supported streaming tier in late 2025, consolidating free content from multiple partners into a single interface that reduces friction for viewers. The platform also supports DVB-I standards in European markets, which could matter for wedotv as it evaluates further expansion beyond its current 14 territories. Competing OEM platforms such as Samsung TV Plus and LG Channels have similarly expanded their FAST lineups, with FAST Channels TV creator services adding over 200 new channels globally in 2025, intensifying competition for viewer attention on smart-TV home screens.
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