• The World Cup run-up

    The highlights and key takeaways you need to know

    The highlights and key takeaways you need to know

Meet Performance TV.

Meet Performance TV.

At our 2026 NewFront, we redefined the future of advertising with Performance TV.

This move reframes Connected TV (CTV) from a broad-reach awareness channel into a full-funnel engine that can drive measurable results from initial awareness all the way to the final conversion.

Performance TV doesn’t just “happen”. At Samsung, it’s driven by three elements that work together:

Most marketers treat major sporting events like a “big game buy” that focuses on live games and then wonder why ROAS is elusive. When you follow the same playbook as your competitors, you’re fighting for the same eyeballs, limited reach and missing the moments where fans turn attention into action all while paying premium rates. Advertisers who approach sports differently by learning how to take advantage of the shoulder content opportunities around live games can have a chance to win big during the 2026 World Cup season before the first whistle even blows.

 

Learn how to bend it like the pros and score big on your sports strategy with a simple, structured game plan. We will help you reframe how you approach big game advertising throughout the year, turning your attention into a winning goal of success. 

Connection
Connection
Trusted, high-quality environments where valuable audiences choose to spend their time, and where brands can reach them with precision and purpose.
Outcomes
Outcomes 
End-to-end performance from solutions engineered to help you hit your KPIs.

Intelligence
Intelligence
The Machine Learning (ML) and AI layer beneath the devices and services that enhances how, when, and where your brand shows up.

 

Samsung is built differently because we own the entire stack, from the device and the operating system to the content and the ad layer. While others offer pieces of the puzzle, we provide a single, end-to-end ecosystem that delivers connection, intelligence, and outcomes all in one place.

Here’s what we announced, and how it redefines your marketing strategy.

Samsung is built differently because we own the entire stack, from the device and the operating system to the content and the ad layer. While others offer pieces of the puzzle, we provide a single, end-to-end ecosystem that delivers connection, intelligence, and outcomes all in one place.

Here’s what we announced, and how it redefines your marketing strategy.

  • Connection: start with the #1 FAST app

    Connection:
    start with the #1 FAST app

    Connection:
    start with the #1
    FAST app

Performance TV begins with connection. Samsung TV Plus is the strategic foundation of Samsung’s entire ecosystem - it’s where connection begins.

With over 100 million monthly active users and a 25% surge in streaming hours, Samsung TV Plus’s scale opens doors, but it’s the quality and behavior of our audience that turns our reach into your impact.

Performance TV begins with connection. Samsung TV Plus is the strategic foundation of Samsung’s entire ecosystem - it’s where connection begins.

With over 100 million monthly active users and a 25% surge in streaming hours, Samsung TV Plus’s scale opens doors, but it’s the quality and behavior of our audience that turns our reach into your impact.

Capture unreachable, high-value audiences

Capture unreachable, high-value audiences

 

Our viewers are responsible for making decisions that influence not only household viewing,
but also household spending.

Our viewers are responsible for making decisions that influence not only household viewing, but also household spending.

Samsung TV Plus audiences:

● Skew younger and more family-centric than pay TV viewers, with significant purchasing power.
● Are 24% more likely to have a household income over $250K.
● Span nearly 1 in 4 U.S. adults ages 18–34 with a household income over $500K.
● Spend heavily in key categories including clothing and accessories, travel, and toys, gadgets, and software for the home.
● Are more likely to own a luxury vehicle, to invest, and to own a
second home.

Samsung TV Plus audiences:

● Skew younger and more family-centric than pay TV viewers, with significant purchasing power.
● Are 24% more likely to have a household income over $250K.
● Span nearly 1 in 4 U.S. adults ages 18–34 with a household income over $500K.
● Spend heavily in key categories including clothing and accessories, travel, and toys, gadgets, and software for the home.
● Are more likely to own a luxury vehicle, to invest, and to own a second home.
Samsung TV Plus audiences:

More than half of Samsung TV Plus viewers have cut the cord — or never had it — making them effectively unreachable on linear TV. And because 57% of Samsung TV Plus viewers overlap with the audiences of the top six subscription streaming apps, Samsung can offer a more efficient path to the same high-value viewers you’re already seeking with less duplication.

More than half of Samsung TV Plus viewers have cut the cord — or never had it — making them effectively unreachable on linear TV. And because 57% of Samsung TV Plus viewers overlap with the audiences of the top six subscription streaming apps, Samsung can offer a more efficient path to the same high-value viewers you’re already seeking with less duplication.

Turn intentional viewing into impact

Turn intentional viewing into impact

Audience quality matters. So does what those audiences do once they arrive. Samsung TV Plus viewers choose it, return to it, and stay. That intentional viewing translates to advertising that works harder on Samsung TV Plus than anywhere else.

Our viewers are active for 10 or more months a year, far outpacing the typical hit show churn seen with other apps. Because they are this invested, they are 32% more receptive to ads on Samsung TV Plus than on other major ad-supported services.

Viewers watch throughout the entire day, building Samsung TV Plus into their daily routine, particularly during prime time. And they keep coming back: Samsung TV Plus delivers 92% audience retention after four months.
Audience quality matters. So does what those audiences do once they arrive. Samsung TV Plus viewers choose it, return to it, and stay. That intentional viewing translates to advertising that works harder on Samsung TV Plus than anywhere else.

Our viewers are active for 10 or more months a year, far outpacing the typical hit show churn seen with other apps. Because they are this invested, they are 32% more receptive to ads on Samsung TV Plus than on other major ad-supported services.

Viewers watch throughout the entire day, building Samsung TV Plus into their daily routine, particularly during prime time. And they keep coming back: Samsung TV Plus delivers 92% audience retention after four months.
Turn intentional viewing into impact
  • Quote
    Audiences don’t watch Samsung TV Plus by accident — they choose it. They choose what to watch, when to watch, and they keep coming back. That intentional viewing is what makes ads work harder here than anywhere else.
    — Justin Fromm, Head of Insights and Thought Leadership, Samsung Ads
    Audiences don’t watch Samsung TV Plus by accident — they choose it. They choose what to watch, when to watch, and they keep coming back. That intentional viewing is what makes ads work harder here than anywhere else.

     

    — Justin Fromm, Head of Insights and Thought Leadership, Samsung Ads

New content, new opportunities

New content, new opportunities

Our premium content lineup doesn't just attract high-value audiences – it keeps them engaged. As we expand across three categories, Samsung TV Plus is creating new, seamless opportunities for brands to integrate into the content our viewers love.

Our premium content lineup doesn't just attract high-value audiences – it keeps them engaged. As we expand across three categories, Samsung TV Plus is creating new, seamless opportunities for brands to integrate into the content our viewers love.

Creators

Creators

Creators have become the new primetime, and Samsung TV Plus is becoming their home. But not through an open door. Samsung's approach to creator programming is deliberately editorial. Today, Samsung TV Plus’s slate of Creators reach over one billion fans, representing a powerful, brand-safe network of talent that audiences know and trust.

For brands, this creates something that standard ad placement can't replicate: integration into content that audiences have already chosen to trust. 74% have made a purchase based on a content creator recommendation. When the content itself earns that trust, brands that show up alongside it inherit it.

Our premium content lineup doesn't just attract high-value audiences – it keeps them engaged. As we expand across three categories, Samsung TV Plus is creating new, seamless opportunities for brands to integrate into the content our viewers love.

Over 1 billion Over 1 billion
74% 74%

Live content

Live content

Live content creates moments audiences don’t just watch — they experience. For brands, that distinction matters: live programming drives stronger emotional connection, higher memorability, and attention from audiences who are fully present.

Our premium content lineup doesn't just attract high-value audiences – it keeps them engaged. As we expand across three categories, Samsung TV Plus is creating new, seamless opportunities for brands to integrate into the content our viewers love.

In 2026, Samsung TV Plus is expanding its live slate with new programming across two major announcements. Samsung TV Plus is now the exclusive FAST destination for MotoAmerica’s entire 2026–2027 live race seasons — delivering wall-to-wall coverage from over 100 live races. In addition, Keanu Reeves and custom bike builder Gard Hollinger are bringing their ARCH motorcycle documentary exclusively to the platform this year.

Samsung TV Plus is also deepening its partnership with Mark Rober — the former NASA engineer and creator behind Mark Rober TV, which launched exclusively on Samsung TV Plus across 17 countries. We are announcing an exclusive live event in which Mark will take viewers on a historic expedition through Egypt’s pyramids, uncovering never-before-seen ancient secrets using cutting-edge technology. Brands will have the opportunity to be part of the moment as Samsung TV Plus brings this event to millions of homes.
In 2026, Samsung TV Plus is expanding its live slate with new programming across two major announcements. Samsung TV Plus is now the exclusive FAST destination for MotoAmerica’s entire 2026–2027 live race seasons — delivering wall-to-wall coverage from over 100 live races. In addition, Keanu Reeves and custom bike builder Gard Hollinger are bringing their ARCH motorcycle documentary exclusively to the platform this year.

Samsung TV Plus is also deepening its partnership with Mark Rober — the former NASA engineer and creator behind Mark Rober TV, which launched exclusively on Samsung TV Plus across 17 countries. We are announcing an exclusive live event in which Mark will take viewers on a historic expedition through Egypt’s pyramids, uncovering never-before-seen ancient secrets using cutting-edge technology. Brands will have the opportunity to be part of the moment as Samsung TV Plus brings this event to millions of homes.
Live content
  • Quote
    Live content creates moments you can’t skip and can’t ignore. When audiences are watching together, reacting together, sharing the moment — that’s when brands make an impression that sticks.

    — Takashi Nakano, Vice President, Content and Programming, Samsung TV Plus

    Live content creates moments you can’t skip and can’t ignore. When audiences are watching together, reacting together, sharing the moment — that’s when brands make an impression that sticks.

     

    —Takashi Nakano, Vice President, Content and Programming, Samsung TV Plus

Interactive experiences

Interactive experiences

Samsung TV Plus is bringing interactive experiences to the entire service so audiences can engage with the content they love in ways never seen before. Partners like A+E Global Media, AMC Networks, LIVENOW from Fox, MotoAmerica, Mark Rober TV, TelevisaUnivision, and Vevo will bring immersive features to viewers at an unprecedented scale. This content invites audiences to step inside, participate, and return for more.

Samsung TV Plus is bringing interactive experiences to the entire service so audiences can engage with the content they love in ways never seen before. Partners likeA+E Global Media, AMC Networks, LIVENOW from Fox, MotoAmerica, Mark Rober TV, TelevisaUnivision, and Vevo will bring immersive features to viewers at an unprecedented scale. This content invites audiences to step inside, participate, and return for more.

  • Connection: start with the #1 FAST app

    Outcomes:
    turn awareness into measured action

    Outcomes:
    turn awareness into measured action

 

While connection starts the conversation, measurable growth is the objective. Samsung's full-funnel ecosystem transforms the entire purchase journey into a closed loop — turning awareness into action with built-in attribution at every stage. Here's what that looks like in practice.

While connection starts the conversation, measurable growth is the objective. Samsung's full-funnel ecosystem transforms the entire purchase journey into a closed loop — turning awareness into action with built-in attribution at every stage. Here's what that looks like in practice.

Top of Funnel: reach and awareness

Top of Funnel: reach and awareness

Before any campaign can deliver outcomes, it has to reach the right people. Samsung's first-party data advantage and device-level scale make that part especially efficient.

As the primary TV set in nearly 40% of American homes, Samsung solves the fragmentation problem by using device-level data to map audience flow across all platforms. This intelligence lets brands bridge viewer reach gaps and capture share of voice by reaching the high-value audiences other advertiser partners can’t find.

The result: stronger awareness, higher recall, greater purchase intent, and measurable favorability lift.

For proof, look across three key verticals. Samsung generated double digit lifts across top brands from insurance, to automotive, and many more – all with audiences who weren’t available anywhere else.

Before any campaign can deliver outcomes, it has to reach the right people. Samsung's first-party data advantage and device-level scale make that part especially efficient.

As the primary TV set in nearly 40% of American homes, Samsung solves the fragmentation problem by using device-level data to map audience flow across all platforms. This intelligence lets brands bridge viewer reach gaps and capture share of voice by reaching the high-value audiences other advertiser partners can’t find.

The result: stronger awareness, higher recall, greater purchase intent, and measurable favorability lift.

For proof, look across three key verticals. Samsung generated double digit lifts across top brands from insurance, to automotive, and many more – all with audiences who weren’t available anywhere else.

+73% +73%
+16% +16%

Mid-Funnel: interactivity turns attention into action

Mid-Funnel: interactivity turns attention into action

Reach is the starting point. What Samsung does with that attention is where the funnel starts to separate itself.

 

Samsung's interactive formats deliver 17x higher engagement than the industry average for interactive ads — because they're built into the viewing experience, not layered on top of it.

 

The proof isn't theoretical. During a Jonas Brothers concert that aired live exclusively on Samsung TV Plus, Samsung's FanVote technology let viewers use their remote to vote for a song performed live on stage. Engagement here was 26 times higher than typical QR-based interaction.

 

Reach is the starting point. What Samsung does with that attention is where the funnel starts to separate itself.

 

Samsung's interactive formats deliver 17x higher engagement than the industry average for interactive ads — because they're built into the viewing experience, not layered on top of it.

 

The proof isn't theoretical. During a Jonas Brothers concert that aired live exclusively on Samsung TV Plus, Samsung's FanVote technology let viewers use their remote to vote for a song performed live on stage. Engagement here was 26 times higher than typical QR-based interaction.

 

Mid-Funnel: interactivity turns attention into action

 

In 2026, Samsung is expanding its interactive suite with new formats designed to make participation more seamless and impactful across the viewing experience. Advertisers gain more ways to drive direct response from an engaged, lean-in audience. These spots include product galleries, vertical video, and click to email.

In 2026, Samsung is expanding its interactive suite with new formats designed to make participation more seamless and impactful across the viewing experience. Advertisers gain more ways to drive direct response from an engaged, lean-in audience. These spots include product galleries, vertical video, and click to email. 

Product Galleries
Vertical Video
Click to Email
Product Galleries
Vertical Video
Click to Email
  • Quote
    Interactivity is the shortest path from attention to action. Our viewers don’t just watch — they participate. And when participation is built into the experience, brands get engagement that standard video simply can’t deliver.

    — Courtney Howell, Head of Agency Development, Samsung Ads

    Interactivity is the shortest path from attention to action. Our viewers don’t just watch — they participate. And when participation is built into the experience, brands get engagement that standard video simply can’t deliver.

     

    — Courtney Howell, Head of Agency Development, Samsung Ads

Bottom of Funnel: bridge the gap from streaming
to shopping

Bottom of Funnel: bridge the gap from streaming to shopping

Our focus is your focus – ensuring that every advertising dollar that you spend drives revenue. We’re delivering powerful bottom-funnel results. Just this past year, one entertainment partner saw a 488% increase in tune in after activating their campaign with Samsung. Beyond tune-in, we’re driving a host of outcomes across every vertical - (slow) from mobile app downloads, to in-app purchases, to store visits, and sales.

With our audience solutions and innovative ad formats driving efficiencies to as much as 90%, brands can experience what it feels like to cut their cost-per-acquisition from $100 to just $10. The results are clear – and measurable.

 

Our focus is your focus – ensuring that every advertising dollar that you spend drives revenue. We’re delivering powerful bottom-funnel results. Just this past year, one entertainment partner saw a 488% increase in tune in after activating their campaign with Samsung. Beyond tune-in, we’re driving a host of outcomes across every vertical - (slow) from mobile app downloads, to in-app purchases, to store visits, and sales.

With our audience solutions and innovative ad formats driving efficiencies to as much as 90%, brands can experience what it feels like to cut their cost-per-acquisition from $100 to just $10. The results are clear – and measurable.

 

+488% increase in tune in
+55% increase in spend in in-app purchases
+37% lift in store visits
+488% increase in tune in
+55% increase in spend in in-app purchases
+37% lift in store visits

Connecting viewership to Amazon shopping carts

Samsung TV Plus is now the first FAST destination outside of Fire TV to offer Amazon's interactive video ad technology — a partnership announced at NewFronts alongside Kelly MacLean of Amazon Ads.

 

Launching later this year, the integration lets viewers act directly from their Samsung TV screen — adding products to their Amazon cart, sending items to their phone, or signing up for a service — without leaving the viewing experience. The result is a closed-loop attribution model that connects ad exposure directly to purchase, with every step measurable. It's the kind of conversion data that has historically been out of reach on TV.

Connecting viewership to Amazon shopping carts

Samsung TV Plus is now the first FAST destination outside of Fire TV to offer Amazon's interactive video ad technology — a partnership announced at NewFronts alongside Kelly MacLean of Amazon Ads.

 

Launching later this year, the integration lets viewers act directly from their Samsung TV screen — adding products to their Amazon cart, sending items to their phone, or signing up for a service — without leaving the viewing experience. The result is a closed-loop attribution model that connects ad exposure directly to purchase, with every step measurable. It's the kind of conversion data that has historically been out of reach on TV.

Connecting viewership to Amazon shopping carts
  • Quote
    Our partnership with Samsung is a big step forward as we continue creating advertising experiences that are more relevant, more actionable, and more measurable for brands.

    — Kelly MacLean, VP of Engineering, Science and Product for Amazon DSP

    Our partnership with Samsung is a big step forward as we continue creating advertising experiences that are more relevant, more actionable, and more measurable for brands.

     

    —Kelly MacLean, VP of Engineering, Science and Product for Amazon DSP

  • Connection: start with the #1 FAST app

    Intelligence:
    automate performance with Samsung AI

    Intelligence:
    automate performance with Samsung AI

Connection and outcomes don’t happen without intelligence. AI and machine learning run beneath Samsung’s entire advertising ecosystem — continuously learning, optimizing, and improving performance in real time. It’s not something advertisers have to configure or manage. It works in the background, so every impression works harder.

Connection and outcomes don’t happen without intelligence. AI and machine learning run beneath Samsung’s entire advertising ecosystem — continuously learning, optimizing, and improving performance in real time. It’s not something advertisers have to configure or manage. It works in the background, so every impression works harder.

Anticipate results with predictive AI

Anticipate results with predictive AI

Intelligence powers Samsung’s entire suite of ad solutions. From determining who to reach, when and how, to continuously refining ad delivery and optimizing for results, to feeding insights back into the system so every activation gets smarter over time.

 

Intelligence powers Samsung’s entire suite of ad solutions. From determining who to reach, when and how, to continuously refining ad delivery and optimizing for results, to feeding insights back into the system so every activation gets smarter over time.

 

Two new offerings make that intelligence directly actionable for advertisers:

● AI-Powered Audience Solutions | Samsung’s first-party data across devices is used to build predictive audience segments — identifying the viewers most likely to engage, convert, or respond to a brand’s message. Campaigns stay precise, efficient, and effective throughout the flight.

● AI-Powered Contextual Solution | Samsung Machine Learning continuously interprets what’s actually happening on screen — the content, the tone, the moment — to determine optimal ad timing and placement. The result is brand adjacency that feels earned, not accidental.
Two new offerings make that intelligence directly actionable for advertisers:

● AI-Powered Audience Solutions | Samsung’s first-party data across devices is used to build predictive audience segments — identifying the viewers most likely to engage, convert, or respond to a brand’s message. Campaigns stay precise, efficient, and effective throughout the flight.

● AI-Powered Contextual Solution | Samsung Machine Learning continuously interprets what’s actually happening on screen — the content, the tone, the moment — to determine optimal ad timing and placement. The result is brand adjacency that feels earned, not accidental.
Anticipate results with predictive AI
  • Quote
    Our AI isn’t something advertisers have to learn or manage. It works continuously in the background — finding the right audience, the right moment, the right context — so every impression works harder.

    — Adam Dhanens, Senior Director Product Management, Samsung Ads

    Our AI isn’t something advertisers have to learn or manage. It works continuously in the background — finding the right audience, the right moment, the right context — so every impression works harder.

     

    —Adam Dhanens, Senior Director Product Management, Samsung Ads

The full-funnel future is here

The full-funnel future is here

Performance TV isn’t a concept. It’s a system — one that Samsung has spent years building the infrastructure to support.

Connection brings you the audiences you need, on the largest screen in the home, through content they actively chose and return to. Outcomes prove that every stage of the funnel is covered — from awareness to the moment a product lands in a cart. Intelligence ensures every impression is placed at the right moment, for the right viewer, in the right context, getting smarter with every activation.

No other platform controls the device, the operating system, the content, and the advertising layer. And it’s what makes Samsung the only ecosystem built to deliver Performance TV at scale.

CTV has always had the audience. Now it has the proof.

 

Performance TV isn’t a concept. It’s a system — one that Samsung has spent years building the infrastructure to support.

Connection brings you the audiences you need, on the largest screen in the home, through content they actively chose and return to. Outcomes prove that every stage of the funnel is covered — from awareness to the moment a product lands in a cart. Intelligence ensures every impression is placed at the right moment, for the right viewer, in the right context, getting smarter with every activation.

No other platform controls the device, the operating system, the content, and the advertising layer. And it’s what makes Samsung the only ecosystem built to deliver Performance TV at scale.

CTV has always had the audience. Now it has
the proof.

 

Reimagine what's possible with
a consumer-first ecosystem

Reimagine what's possible with
a consumer-first ecosystem

Get started with Samsung Ads.

Get started with Samsung Ads.

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