With the launch of Samsung TV Plus in Southeast Asia, Samsung has taken a bold step into the region’s rapidly evolving streaming landscape. As the first Original Equipment Manufacturer (OEM) to introduce a Free Ad-Supported Streaming TV (FAST) service in the area, Samsung is reshaping how audiences consume premium content across Singapore, the Philippines, and Thailand. In this exclusive interview, Alex Spurzem, Managing Director of Samsung Ads Southeast Asia and Oceania (SEAO), delves into the strategic decisions, viewing trends, and innovative advertising opportunities driving Samsung TV Plus’s success in the APAC region.
With the launch of Samsung TV Plus in Southeast Asia, Samsung is pioneering FAST services in the region. Could you share some insights on the market dynamics that influenced Samsung’s decision to bring this free ad-supported streaming TV service to Southeast Asia?
Last year, we brought Samsung Ads to Southeast Asia, establishing a presence across six markets: Singapore, Indonesia, Malaysia, Thailand, the Philippines, and Vietnam. This year, we saw a unique opportunity to meet the growing demand for premium in-stream video and free streaming options, creating a win-win for consumers and advertisers alike. FAST allows viewers easy access to TV-quality content at no cost, while advertisers can connect with engaged, targeted audiences across this rapidly connected region
We also have received a very warm welcome from local brands and advertisers since we launched last year. To give you an idea, in the span of a year we’ve seen a double-digit growth with new advertisers and expanded our team on the ground to meet demand. The combination of these market dynamics made it clear that we had a good market fit, and the timing felt right to introduce Samsung TV Plus.
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Samsung TV Plus is expected to offer over 20 curated global channels, including popular shows like MythBusters and Deal or No Deal. How does Samsung decide on the content mix for these markets, and what role do regional viewing preferences play in content selection?
Samsung TV Plus now boasts over 3,000 channels across 30 territories globally. We leverage these learnings to build an initial offering with broad audience appeal. As the service grows and expands, we then carefully curate the content mix to ensure it reflects local tastes and regional preferences.
This allows us to offer a diverse selection of shows and channels that cater to both global fans and local audiences, ensuring a great experience for viewers while providing valuable opportunities for advertisers. For example, we are working with partners such as Banijay Entertainment, ITV Studios, and Tap Digital Media Ventures – with plans to work with more in the future – and they are helping us build an offering that has a unique blend of local and global content.
You mentioned that Samsung TV viewing time in APAC has doubled in the last 12 months. What specific viewing trends have emerged in Southeast Asia, and how does Samsung TV Plus cater to these trends to enhance audience engagement?
We’ve just launched the service, but the recent Amagi report already shows FAST viewing hours across APAC have doubled year over year, along with a significant rise in ad impressions. It’s a promising sign of what’s to come.
A standout trend in FAST is the rising demand for news content, prompting us to include major channels like Euronews and Breaking News in our lineup. Single-series shows are also gaining popularity, resonating strongly with audiences. In addition, sports content is seeing high engagement, with viewers enjoying the ability to follow games all year round
From an advertising standpoint, shoppable ads and branded content are also on the rise, offering deeper connections with targeted audiences.
This launch opens new advertising avenues with the integration of native and in-stream video adverts. Could you elaborate on how Samsung TV Plus enables brands to create brand-safe, impactful ad experiences on Samsung’s platform, and what kind of growth in ad engagement you anticipate in the region?
CTV provides a brand-safe environment with high-quality content, giving brands confidence that they’re featured alongside trusted programming. Essentially, it combines the brand trust and impact of traditional TV with the precise targeting of digital.
While it’s still early to predict specific engagement trends, we can share a recent example from one of our local Samsung Ads campaigns. Over the past year, we partnered with a major local bank to launch a multi-country CTV campaign. The timing was strategic, and within just six hours, the campaign reached 60% of addressable Samsung TVs across Singapore, Thailand, Malaysia, and Indonesia. Both visibility and engagement metrics exceeded global benchmarks, underscoring the potential impact of CTV in the region.
Looking forward, how does Samsung TV Plus plan to evolve in the coming year, particularly regarding content partnerships and expansion? Can we expect more local or regional content to cater specifically to Southeast Asian audiences?
Looking ahead, Samsung TV Plus plans to continue expanding its content offering by bringing the best of global programming while also increasing its focus on local and regional content to better serve Southeast Asian audiences.
We’re committed to forging new partnerships that bring a diverse range of content, ensuring that viewers can enjoy the best of both international and regionally relevant programming. This approach will allow us to provide a more engaging experience for our audiences, while also creating valuable opportunities for advertisers .
In addition, Samsung TV Plus can offer local and regional content partners a valuable new distribution route, connecting it with international audiences who are eager to discover fresh, diverse programming from different parts of the world.
Samsung TV Plus’s entry into Southeast Asia signifies a new era for both viewers and advertisers, merging global reach with regional relevance. As the platform continues to grow, its focus on local partnerships and diverse content underscores Samsung’s commitment to meeting the unique demands of Southeast Asia’s audience. With insights from Alex Spurzem, it’s clear that Samsung is not just introducing a streaming service; it’s creating a dynamic ecosystem that bridges entertainment, technology, and advertising innovation.
