Samsung Enhances Leadership Team for TV Plus in the APAC Region

In a strategic move to bolster its position in the rapidly growing free streaming market, Samsung has announced a refreshed leadership lineup for its TV Plus division in the Asia-Pacific (APAC) region. This decision comes as the company intensifies its focus on expanding Samsung TV Plus, its free ad-supported streaming television (FAST) service, to cater to evolving consumer preferences across diverse markets.

The leadership restructuring reflects Samsung’s commitment to delivering regionally relevant content while scaling its media business footprint across APAC.

A New Chapter for Samsung TV Plus

Samsung TV Plus, available in over 24 countries including major APAC markets like India, Australia, South Korea, and Singapore, offers users access to hundreds of free live channels and on-demand content, all without a subscription.

The service is pre-installed on Samsung Smart TVs and accessible via select Galaxy mobile devices—positioning it as a unique value-add in the highly competitive smart content ecosystem.

As streaming adoption continues to rise, especially in mobile-first and price-sensitive regions, Samsung is looking to:

• Enhance its FAST offering

• Curate localised content libraries

• Strengthen partnerships with content creators and ad-tech platforms

New Leadership, Renewed Focus

With this leadership expansion, Samsung aims to build a region-specific growth strategy for TV Plus. The new team brings together experienced professionals from the broadcast, digital, and content sectors, and will focus on:

• Expanding local content acquisition

• Strengthening regional advertising partnerships

• Tailoring user experience by market

• Accelerating platform development and product innovation

The revamped structure is expected to help Samsung respond faster to market trends, align product offerings with regional content demand, and build stronger connections with both consumers and partners.

Why APAC Matters in the Streaming Race

The Asia-Pacific region is one of the most dynamic streaming markets globally, with:

• Diverse languages and viewing habits

• Rising mobile and smart TV penetration

• High demand for free, ad-supported content

• Increasing cord-cutting in urban centers

Samsung’s decision to strengthen leadership here acknowledges that localized strategy is key to long-term success. By empowering regional leaders, the company is better positioned to design and deliver content ecosystems that resonate with local audiences while leveraging its global brand presence.

Samsung TV Plus: A Growing FAST Player

FAST (Free Ad-Supported Streaming TV) services are gaining traction globally, especially as viewers seek cost-effective alternatives to paid subscriptions. Samsung TV Plus has emerged as a key player in this space by offering:

• Live TV-style streaming without registration

• Thematic content channels across genres like news, entertainment, sports, and kids

• A seamless interface integrated into Samsung devices

• Brand-safe ad opportunities for marketers

With enhanced leadership in APAC, Samsung intends to tap into local content creators, news publishers, and independent production houses to enrich its catalog and boost engagement.

Partnerships and Content Strategy Ahead

One of the top priorities for the new team will be to foster strategic content partnerships. Samsung TV Plus has already seen success in partnering with global studios and local broadcasters. Going forward, expect increased:

• Syndication deals with regional news and entertainment channels

• Collaborations with OTT services for channel extensions

• Exploration of vernacular and genre-based channels

• Ad tech integrations for smarter monetization

This content-centric roadmap is part of Samsung’s vision to turn TV Plus into a go-to free streaming platform across APAC households.

User Experience and Platform Innovation

Along with content expansion, Samsung is also prioritizing platform optimization. The newly appointed leadership team will work closely with product development to:

• Improve app responsiveness and personalization

• Expand mobile support for Galaxy users

• Enable smarter content discovery features

• Incorporate data-driven ad targeting

With rising competition in the streaming landscape, a differentiated viewing experience will be essential to retain users and grow market share.

A Strategic Push for 2025 and Beyond

Samsung’s move to reinforce its leadership team in APAC aligns with its global ambition to evolve from a hardware brand to a media and services ecosystem leader. The TV Plus initiative is a major pillar of this transformation.

By investing in talent, local strategy, and content, Samsung is taking a future-forward approach that ensures it stays relevant in the age of FAST, digital convergence, and hybrid entertainment consumption.

Final Thoughts

Samsung’s decision to expand and restructure its leadership team for TV Plus in the APAC region underscores the company’s recognition of the region’s potential as a growth engine for streaming innovation.