Samsung TV Plus partners with Dhar Mann Studios

Samsung TV Plus, the free ad-supported streaming television (FAST) service operated by Samsung Electronics, announced a partnership with Dhar Mann Studios, a digital-first content creator known for producing inspirational and morality-driven short-form and long-form video content with a massive social media following. Under this partnership, Dhar Mann Studios content will be distributed on Samsung TV Plus, bringing the studio's library of feel-good, values-based storytelling to connected TV audiences. This represents a strategic move by Samsung TV Plus to expand its content catalog with creator-driven IP that has demonstrated strong engagement metrics across platforms like YouTube and Facebook. The partnership is notable because it bridges the gap between social media-native content creators and the rapidly growing FAST ecosystem. Dhar Mann Studios has built an enormous audience — reportedly over 20 billion views across platforms — making it an attractive content partner for a FAST service looking to differentiate its channel lineup. For Dhar Mann, the deal represents an expansion beyond social platforms into the living room, tapping into the premium CTV advertising environment where CPMs are significantly higher than social video. This collaboration reflects a broader industry trend of FAST platforms seeking unique, brand-safe, and audience-proven content to attract both viewers and advertisers. Samsung TV Plus, which is available on hundreds of millions of Samsung smart TVs globally, offers Dhar Mann Studios significant distribution scale. The deal underscores how creator economy companies are maturing into full-fledged content studios capable of licensing deals with major distribution platforms.

This partnership highlights the accelerating convergence between the creator economy and the connected TV advertising ecosystem. For the AdTech landscape, it signals that FAST platforms are increasingly competing for differentiated content to drive viewer engagement and, by extension, advertising inventory quality. Samsung TV Plus benefits from adding brand-safe, demographically broad content that appeals to advertisers seeking premium CTV placements without the controversy risk associated with some user-generated content. The deal also puts pressure on competing FAST services such as Tubi, Pluto TV, and The Roku Channel to similarly pursue creator-driven content partnerships to diversify beyond traditional library TV and film content. From an advertiser perspective, Dhar Mann's audience skews toward diverse, family-friendly demographics, which is attractive for CPG, retail, and insurance advertisers. The move also reinforces Samsung Ads' broader strategy of leveraging first-party ACR (Automatic Content Recognition) data from its TV OS to offer advertisers highly targeted inventory. As FAST continues to grow as a share of streaming viewership, partnerships like this one will become a key battleground for audience acquisition and advertiser revenue.