“We think about interactivity as this thin veil that sits across all of our channels,” Takashi Nakano, vp, content and programming, Samsung TV Plus, said. “So you’ll see hundreds of channels that are already signed up, that are going to participate with us and bring interactivity to their content.”
In 2026, Samsung TV Plus will have interactivity in programming from A+E Global Media, AMC Networks, LiveNOW from Fox, MotoAmerica, Mark Rober TV, TelevisaUnivision, and Vevo. Meanwhile, live experiences and exclusives are coming from Rober, MotoAmerica, and Hooligans: The ARCH Racing Project with Keanu Reeves and Gard Hollinger.
Why it matters:
Samsung already has an impressive reach, bringing subscription-free TV to more than 100 million active users globally each month, according to the company, with streaming hours increasing 25% year over year. The latest additions allow advertisers to leverage that reach.
With the NewFronts announcements, including the addition of shoppable through Amazon, Samsung is positioning itself as a stronger full-funnel play, allowing viewers to complete everything from viewing to purchase fulfillment on one screen. In addition, the company is enhancing its ad efficiency, telling ADWEEK its AI-driven audience optimization and innovative ad formats are driving efficiencies by 90%.
“We have this massive amount of scale. We’re sitting on all of this data,” White said. “And so when you look at all of this, there’s an opportunity for us to really take advantage of the machine learning we have, the full-funnel opportunity that we’re looking at, the interactivity that’s there, and start to dive into the business outcomes that are most important to each one of our partners.”
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