Samsung Ads opens programmatic access to Samsung TV Plus inventory in Europe through Amazon DSP, giving advertisers broader reach on one of the world’s largest CTV platforms.
Samsung Ads is expanding its partnership with Amazon Ads, giving European marketers direct programmatic access to Samsung TV Plus advertising inventory through Amazon’s Demand-Side Platform.
The integration, already live in the United States and Canada, is now available across Europe—marking a significant step in the growth of connected TV (CTV) advertising on the continent.
For advertisers, the move simplifies how they buy premium streaming inventory. Instead of negotiating separate deals with individual platforms, brands can now access Samsung TV Plus audiences directly through Amazon DSP’s self-service tools.
A Growing Streaming Powerhouse
Samsung TV Plus—Samsung’s free, ad-supported streaming service—has quietly become one of the largest global players in ad-supported television.
The platform offers more than 3,500 free channels across 30 countries, along with tens of thousands of on-demand shows and movies. It reaches over 100 million monthly active users worldwide, and viewing time continues to surge: streaming hours grew 25 percent year over year in 2025.
On Samsung Smart TVs, the service ranks as the most-used free streaming app, benefiting from Samsung’s position as the world’s leading smart TV manufacturer.
Content spans a broad range of categories including news, entertainment, lifestyle, sports and music. Recent additions include live Bundesliga football matches and creator-led channels from brands such as LADbible, Dhar Mann and Mark Rober—reflecting how digital creators are increasingly moving onto television screens.
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Why the Partnership Matters
The new European rollout responds to changing viewing habits, particularly among younger audiences.
“Gen Z Samsung Smart TV viewers are embracing streaming TV, watching an average of 1 hour and 38 minutes of streamed content per day on Samsung TVs in Europe,” said Alex Hole, senior vice president of Samsung Services Europe. “CTV offers ideal opportunities for brands to connect with a highly engaged audience.”
By integrating with Amazon DSP, Samsung Ads aims to make that audience easier to reach.
Amazon’s platform allows advertisers to target viewers using a vast pool of shopping, browsing and streaming data signals. Campaigns can be executed across Samsung TV Plus alongside other streaming services and the broader open internet—all from a single buying interface.
“By creating a new connection between Amazon DSP and Samsung TV Plus, we’re providing another way for brands of all sizes to reach highly engaged audiences at scale,” said Piers Heaton-Armstrong, vice president of sales for Amazon Ads Europe.
The collaboration, he added, is designed to “simplify the media buying landscape” by giving marketers more flexibility in where and how they run campaigns.
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The Bigger Shift to Connected TV
The expansion underscores a broader industry trend: advertising dollars are steadily migrating from traditional linear television to streaming platforms.
As audiences fragment across devices and services, advertisers are demanding more data-driven, programmatic ways to reach them. Integrations like this one aim to make CTV advertising behave more like digital advertising—targetable, measurable and scalable.
For Samsung, the deal strengthens Samsung TV Plus as a central hub for free, ad-supported television in Europe. For Amazon, it adds another major source of premium inventory to its growing advertising ecosystem.
And for brands, it offers a simpler path to the living room screen—at a time when that screen is increasingly powered by streaming rather than broadcast.
