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Samsung Explores the Future of Television at CES 2026

At CES 2026, Samsung Electronics hosted an insightful panel titled "FAST Forward: How New Streaming Models Are Shaping the Next Generation of TV" at The Wynn in Las Vegas. This event brought together key industry leaders to delve into the evolution of streaming technologies and the emergence of free-ad-supported television (FAST). As the television landscape undergoes rapid changes, Samsung emphasized the importance of adapting to new viewer preferences and behaviors in its efforts to simplify and enrich the viewing experience.

The Role of FAST in Simplifying Television

The panel highlighted the increasing relevance of FAST amid a landscape where viewers are facing subscription fatigue due to the sheer number of options available. According to panelist Salek Brodsky, Senior Vice President and Global Head of Samsung TV Plus, viewers today often find traditional TV experiences to be overwhelming, which can detract from their enjoyment. "Our aim with Samsung TV Plus is to reintroduce simplicity to television, blending the ease of linear discovery with modern, connected experiences that feel user-friendly and genuinely valuable," Brodsky stated.

Samsung TV Plus was presented as a platform designed to reduce viewer friction by offering hundreds of live and on-demand channels, thereby creating an easily accessible entertainment solution for Samsung device users worldwide. The discussion underscored how FAST is not just a supplement to traditional models, but a key player in the overall streaming ecosystem, enabling audiences to access premium content without added costs.

Hybrid Streaming Models and Their Benefits

The panelists discussed that the current streaming ecosystem works best when various models — including FAST, subscription services, and traditional distribution channels — cooperate rather than compete. This hybrid approach enables studios to extend the reach of established franchises, attract new viewers, and generate additional revenue opportunities without risking their existing platforms. Bruce Casino, Executive Vice President of Sales and Distribution at NBCUniversal Global TV Distribution, pointed out, "The integration of FAST into our distribution strategy has allowed us to diversify our content offerings while maintaining strong performance metrics across all platforms. The presence of great content in multiple formats cultivates added value without cannibalizing our existing audiences."

Creators as New Television Studios

Another noteworthy topic of the panel was the shifting landscape for content creators, who can now act like studios without relying solely on traditional channels. The rise of FAST is empowering creators by bridging the gap between digital platforms and traditional television, helping to elevate the production quality of their content. An example discussed was Smosh, a sketch comedy-improv collective that launched a FAST channel to connect with their dedicated fanbase while reaching a broader audience. Alessandra Catanese, CEO of Smosh, shared her thoughts: "Collaborating with Samsung TV Plus has allowed us to enhance our production value and strategically position our content for a wider audience — a crucial move for our brand's growth."

Engagement through Live and Interactive Experiences

Panelists also discussed the growing importance of live content and interactivity in reshaping how viewers engage with television. By incorporating live programming such as concerts and interactive sessions, the industry is moving towards creating a more participatory viewing experience. Features that allow synchronized premieres and enable real-time audience involvement are redefining the television experience from a passive action into something dynamic and engaging.

"The future of television hinges on our ability to foster cultural connections and active participation, not just passive consumption," Brodsky emphasized, underscoring Samsung's commitment to investing in live events and interactive content formats.

Looking Forward

As the television industry continues to evolve, Samsung is at the forefront of creating a new ecosystem that delivers significant value for viewers, opportunities for content creators, and a comprehensive platform for advertisers. By reimagining television for 2026 and beyond, Samsung is set to redefine the viewing experience as we know it, combining cutting-edge technology with meaningful engagement in a way that resonates with audiences globally.

About Samsung Electronics Co., Ltd.

Samsung is dedicated to inspiring the world with transformative ideas and cutting-edge technologies across various sectors. It is reshaping the TV industry along with digital signage, smartphones, wearables, tablets, and more. Samsung is also committed to furthering advancements in areas such as healthcare and automotive technologies. Visit Samsung Newsroom for the latest updates.

About Samsung TV Plus

Samsung TV Plus is a leading global entertainment platform, committed to providing exceptional viewing experiences without subscriptions. With over 88 million active users monthly, it offers a wide array of ad-supported channels, showcasing both classic programming and innovative live events. Accessible on numerous Samsung devices, this service stands at the forefront of the FAST revolution.