At CES 2026, Samsung hosted a powerful discussion on the future of TV, focusing on the growing trend of FAST (Free Ad-Supported TV), interactive experiences, and the evolving role of creators. Samsung’s panel, “FAST Forward: How New Streaming Models Are Shaping the Next Generation of TV,” explored how these innovations are reshaping the entertainment landscape and driving viewer engagement.
FAST Brings Simplicity and Value to Viewers
As streaming evolves, FAST is proving to be a game-changer. With audiences experiencing subscription fatigue, FAST platforms like Samsung TV Plus offer an easy and cost-free alternative. Samsung’s goal is simple: to provide viewers with an effortless experience that combines live and on-demand channels.
“The TV experience today can often feel like too much work for the viewer,” said Salek Brodsky, SVP at Samsung. “Our goal with Samsung TV Plus is to simplify television again, combining linear discovery with a connected, curated experience.”
How FAST Fits into the Streaming Ecosystem
The evolution of streaming isn’t about replacing traditional models, but enhancing them. FAST works alongside subscription and linear models, providing studios with new opportunities to reach fresh audiences without cannibalizing existing revenue streams. As Bruce Casino, EVP of NBCUniversal, explained, FAST doesn’t replace traditional distribution—it extends it, increasing value and longevity for beloved franchises.
Creators Become the New TV Studios
The role of creators has evolved, as platforms like Samsung TV Plus empower digital-first brands to transition into full-fledged TV studios. By offering a premium environment for content creators, FAST platforms are giving these digital brands access to broader, global audiences. A standout example is Smosh, a comedy collective that used Samsung TV Plus to elevate its content and expand its fanbase.
“Smosh’s partnership with Samsung TV Plus allowed us to strengthen our connection with our fans and reach a much larger audience,” said Alessandra Catanese, CEO of Smosh.
Interactive and Live Experiences are the Future
Looking beyond on-demand content, live programming and interactive experiences are changing how audiences engage with TV. From real-time participation in events to synchronized premieres, TV is evolving from a passive activity to an engaging, shared experience.
“Authentic content that creates cultural connection and brings people together is what matters most,” said Brodsky. Samsung is investing heavily in live events and interactive formats, ensuring TV continues to be a central part of the home.
The Future of TV: A Hybrid Streaming Ecosystem
As FAST, subscription, and linear TV models work together, the TV landscape is more vibrant than ever. Samsung’s vision for the future of TV involves creating a flexible, connected ecosystem that provides value for viewers, opportunities for creators, and scalability for advertisers.
With CES 2026 showcasing this shift, it’s clear that the future of TV will be defined by a balance of convenience, personalization, and cultural connection.
