By Shaun Lim
Driven by younger generations seeking relief from consumerism, clutter, and digital overwhelm, the minimalist lifestyle is on the rise. In this evolving culture of “less is more”, has content consumption shifted from passive, high-volume consumption to intentional, curated viewing?
If so, free ad-supported streaming television (FAST TV), combining the cost-savings of free, non-subscription entertainment with the convenience of a traditional, curated, “lean-back” television experience, may prove to be the perfect fit in today’s consumer lifestyle, especially in the South-east Asia region.
“Since we launched Samsung TV Plus in South-east Asia just over a year ago, we’ve seen real appetite for ad-supported free streaming TV content, particularly in markets like the Philippines,” said Brigitte Slattery, Regional Head, Samsung TV Plus Asia-Pacific.
Since its launch, Samsung TV Plus has been delivering free, instant access to more than 230 TV channels across entertainment, news, movies and more, and has captured the imagination of ASEAN viewers at a time when the free streaming market in the region is projected to hit nearly US$800 million by 2027.
Slattery told APB+, “A lot of that growth is coming from people discovering TV in a streaming environment for the first time or rediscovering it in a way that feels more convenient.
“For some viewers, FAST replicates the familiar experience of searching through channels via a guide, but in a digital-first environment; for others, it’s opening entirely new content options they couldn’t access before.”
FAST platforms like Samsung TV Plus, she enthused, also hold the transformational potential to democratise content. Samsung TV Plus, for instance, helps content partners re-monetise their content libraries and reach streaming audiences. It also offers a home to content that might otherwise have been underserved on other platforms and afford local content the opportunity to go global.
“Today, Samsung TV Plus has become a home for K-content worldwide, and we’ve rolled out multiple global creator channels to reach new audiences on Smart TVs,” said Slattery. “On the flip side, we also can bring global content to local markets. Consumers can access everything from US shows to Bollywood favourites, alongside the localised programming they want.”
One emerging trend Samsung TV Plus is seeing, both globally and in South-east Asia, is the rising popularity of single-show binge channels, which are 24/7 channels dedicated to one specific TV series. While audiences typically spend over 23 minutes just figuring out what to watch, these single-show binge channels offer a short cut, allowing them to scroll less and spend more time watching their favourite shows like MythBusters, Survivor, or Hell’s Kitchen.
In a region that represents wide cultural and linguistic diversity, Samsung TV Plus also recognises the critical importance of localisation, or as Slattery described, “Content that resonates locally performs differently from the biggest global hits.”
To that end, Samsung TV Plus is working with partners like Tap Digital in the Philippines to bring a strong slate of local channels to the platforms. Earlier this year, they launched two Filipino news channels Bilyonaryo and Abante, which highlighted how local broadcasters are embracing FAST as a distribution model.
The next step, Slattery revealed, is to prioritise in-language content or introduce localised subtitles.
Across the wider Asian region, Samsung TV Plus is continuing to work with partners to bring global content to South-east Asia. For instance, a new partnership with A+E Global will see 10 new channels introduced to Singapore and the Philippines this month, expanding Samsung TV Plus’ international programming lineup.
“It’s about balance and offering well-known IP alongside the local content people love,” explained Slattery.
As for the biggest content trends to potentially emerge in 2026 across South-east Asia, she reflected on Samsung TV Plus’ participation at last December’s Asian TV Forum, one of the region’s biggest entertainment content brand co-production markets.
“There was a lot of buzz around micro-dramas and it’s interesting to see how creators are experimenting with shorter, more digestible storytelling. There were also several conversations around how AI is making it easier to take content across language barriers, which opens huge opportunities.”
Inevitably, FAST was also a hot-button topic. Slattery shared, “We had conversations with partners about the platform, the trends we’re seeing, and audience size. We work with partners who either already have channels ready to distribute and help them think through how to package their content for FAST distribution.
“It’s not just about individual shows; it’s about creating a channel distribution viewers can tune into while adding to what partners are already doing in the market.”
With programmable advertising and data-driven targeting increasingly gaining traction, 2026 could also offer lucrative opportunities for FAST monetisation. Acknowledging the “huge rise” in programming advertising in South-east Asia, Slattery highlighted how advertisers can now target precision or reach with scale according to campaign needs, which in turn is driving interest in FAST and connected TV (CTV) as a monetisation opportunity.
She also observes growing interest in shoppable ads within FAST, driven by the addressable nature of the platform. “Brands can drive not just reach, but conversion. That’s a big unlock for performance marketers who’ve traditionally seen TV as a top-of-funnel play.”
In response to these developing trends, Samsung TV Plus is poised and ready to continue evolving its channel offerings in 2026 and beyond. Among many upcoming initiatives, one key focus is to work with local partners across key genres such as news, local entertainment, as well as local sports, which continues to gain traction.
“For us, it’s really about content depth and breadth and having something for everyone. That’s how we build a platform that serves diverse audiences and give advertisers the scale and targeting they’re looking for,” Slattery concluded.
In South-east Asia, where choice must meet relevance, FAST may prove that the future of streaming is not more content; instead, it is the right content, delivered simply.