Smart TVs have now surpassed traditional television sets

Smart TVs have now surpassed traditional television sets, radically changing viewing habits and opening up new opportunities for the entire media ecosystem.

In this landscape, broadcasters and radio-television publishers face a strategic choice: continue to focus on traditional channels, or evolve and integrate into new digital environments. Increasingly, many are choosing the latter—aligning with free ad-supported streaming TV platforms, known as FAST.

This fast-growing model—already well established in the United States and expanding in Europe—allows providers to offer both linear and on-demand content at no cost to the end user, entirely funded by advertising.

This Was the Focus of the July 10 Webinar

Organized by 22HBG, a tech provider specializing in digital distribution solutions, in partnership with Samsung—a global leader in smart TVs—and Consultmedia, a legal and regulatory consulting network for broadcasters and media companies, the webinar drew strong interest from Italian publishers and highlighted the growing attention toward the FAST model.

Integrating Traditional Channels Into FAST Apps: A Winning Strategy

At the heart of the discussion was the strategic value of integrating “classic” TV channels within FAST platforms. This solution allows users to find a full offering—news, music, live shows, sports events, fiction, and on-demand content—all within a single app.

The result is a smoother and more cohesive user experience, reducing “digital zapping” and increasing time spent on the platform.

Opportunities for Local and Generalist Broadcasters

For television broadcasters—including small and mid-sized ones—joining the FAST ecosystem offers a real opportunity to expand their audience, particularly among younger viewers who are increasingly disconnected from traditional platforms like digital terrestrial TV and FM radio.

Being present on services like Samsung TV Plus, Pluto TV, Rakuten TV, Prime Video Channels, or LG Channels allows publishers to gain national (and in some cases international) visibility, monetize through programmatic advertising, and access analytics critical for understanding user behavior.

FAST Platforms: Benefits and Future Outlook

From the platforms' perspective, hosting content from local or national broadcasters enriches the offering and increases user engagement. Data collected through apps—in compliance with GDPR—can be used to track user preferences, test new formats, and optimize ad delivery.

According to estimates from Omdia and Statista, the global FAST market is expected to surpass $10 billion by 2027, driven by new consumption patterns and the widespread adoption of smart TVs.

A Win-Win Strategy for All

The webinar delivered a clear message: in an increasingly crowded and competitive market, collaboration between broadcasters and platforms is essential to stay relevant, reach new audiences, and generate value.

It’s a win-win strategy that rewards those willing to innovate, experiment, and build effective, long-term partnerships.