As the FAST landscape matures and moves away from being a Wild West, how are the big players like Samsung TV Plus evolving their content strategy to remain competitive, and how can you get your content on their platform?
On this episode of Inside Content, Hayley Bull, VP at 3Vision, is joined by Pauline Coghlan, European Licensing Lead and Benedikt Frey, Country Lead DACH at Samsung TV Plus to discuss Samsung TV Plus’s content strategy.
Acquiring Quality Content
One of the most critical aspects of Samsung TVPlus's content strategy lies in its focus on premium content. Tracking some of Samsung’s activity with our FAST Tracker tool, we have found that there are multiple ways that Samsung are working with content providers, from third-party channel acquisition to licensing deals for owned and operated channels. Pauline, who oversees the strategy and content acquisition for Samsung TVPlus-owned and operated channels across Europe, tells us about the ways they collaborate with content owners. From an owned and operated channel perspective, they work with content partners with large or small libraries:
“We seek premium content that's recognisable, with a recognisable cast. We also seek content that will resonate with the viewer in each country. As a content provider, if you only have a small library of content, we can still license your content to be scheduled into one of our compilation channels. So that's one of the key differences. You don't have to have a vast library of content to work with Samsung.”
Pauline Coghlan
Collaborative Partnership Channels
Benedikt highlights how Samsung TV Plus work on collaborative partnership channels, targeting big broadcaster and streaming brands for third-party channel acquisition. These channels run 24/7, delivering partner content directly into Samsung's tech environment and then onto their platform.
Exclusive content licensing
Samsung TV Plus have over 40 channels across Europe that they either schedule or license content for. In recent years, they have evolved their licensing strategy, with a particular focus on exclusivity. This means there are channels available exclusively on Samsung TV Plus, such as Todo Crimen, a scripted crime channel in Spain, Comedy Mix, a scripted comedy channel in Germany, and the Jamie Oliver channel in the UK.
"In 2024, we want to build on those successes, continue to look at what's working, what needs improving, to raise the channel bar further. So for us, it's not simply about adding more channels, but it's about improving and strengthening our existing portfolio of compilation and single IP channels."
Pauline Coghlan
What FAST content is performing?
Pauline emphasises that through their own testing across the EU, mainstream content like cooking, sports, and kids channels are doing well. However, niche, localised content and genres are gaining traction in certain markets. Single IP channels, with clear and simple branding, are also performing excellently as they standing out in an EPG.
Samsung TV Plus’s partnership extension with DAZN and PGA also underscores the importance of sports content when it comes to acquiring content for FAST platforms with Bene detailing their sports content partnerships across the EU:
“We will further expand in this genre. Its a very important one. We see this in all our countries where we have premium sports live.”
Benedikt Frey
What FAST needs to develop in Europe
FAST in Europe is a different beast compared to theUnited States. Europe's diverse language landscape and strong presence of free-to-air TV make FAST growth unique, presenting both challenges and opportunities. To make FAST succeed in Europe, content needs to resonate with local audiences which can involve licensing content in local languages, dubbing, or subtitling.
"The FAST proposition in Europe needs to standout to gain traction and grow faster. Content has to be acquired to resonate with local audiences. So whether from a licensing perspective, we license content that is in the local language, or if it's dubbed or subbed, all of our O&O channels will resonate with local audiences."
Pauline Coghlan
Broadcasters in the FAST Game
With strong free TV in Europe, many free TV players are entering the FAST scene as audiences accelerate away from linear viewing to streaming. Samsung TV Plus hosts live broadcast channels from renowned names like RTVE in Spain, the BBC, and ITV in multiple territories. However, Benedikt tells us that they are not all moving at the same pace when it comes to FAST, often due to them having their own distinct strategies and BVOD services.
Samsung TV Plus is a key player in the transforming FAST landscape. As they refine their content strategies, focusing on quality, and embracing localised content, their partnerships and data-driven approach are setting a high standard for the industry.
Topic breakdown:
- An overview of Samsung TV Plus and Bene and Pauline's roles in the business
- The different ways that Samsung TV Plus work with content owners
- Samsung TV Plus's O&O channel content strategy
- What Samsung TV Plus look for when acquiring content
- What content is performing the best on Samsung TV Plus in Europe, including the success of Single IP channels and live sports
- How Samsung TV Plus are helping content owners improve their offering on the platform
- How FAST will grow in Europe, including localisation tactics and how broadcasters getting involved
- How Samsung TV Plus manage the promotion of their FAST platform whilst making other services available too
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