North America is expected to lead a resurgence in programming spend after a challenging 12 months.
Data from Omdia anticipates global growth of 5.3% with broadcasters investing $206 billion in content.
In a presentation at Content London, Maria Rua Aguete, Head of Media and Entertainment at Omdia, said Free Ad-Supported Streaming TV (FAST) platforms and consumer electronics companies such as Samsung, LG, and Roku were playing a transformative role. “As platforms like Tubi, Pluto TV, and Samsung TV Plus scale globally, they are now actively pursuing original content, signaling a pivotal moment for content creators to form partnerships with these emerging players,” she said.
FAST platforms have rapidly expanded their footprint, with services like Samsung TV Plus claiming over 200 million monthly active users, Roku reaching 140 million, and Pluto TV at 80 million. These services are no longer limited to repackaging library content into themed linear channels; they are now exploring original or exclusive productions, offering immense potential for content creators.
Rua Aguete added that the likes of Samsung and LG are also opening doors to fresh collaborations. “These developments mark a turning point,” she explained. “For content producers, partnerships with hardware companies and FAST platforms represent a growing market for original productions. While these platforms are unlikely to shoulder the entire financial burden, co-productions with established studios and strategic distribution deals across multiple channels can minimize risks while maximising reach.”
According to Omdia’s latest consumer research, original and exclusive content remains a top driver for consumers subscribing to video services – and this trend extends to free platforms. For example, Amazon partnered with Samsung TV Plus to release The Rings of Power ahead of its second season on Prime Video, and LG launched exclusive FAST channels in the US and Europe, signaling their commitment to unique offerings.
