Samsung Ads has expanded its partnership with Amazon Ads, announcing that marketers across Europe will now be able to access Samsung TV Plus advertising inventory directly through Amazon DSP, as the company steps up its push into connected television advertising.
The integration, announced in London on Tuesday, follows a successful rollout in the United States and Canada and marks a significant expansion of programmatic buying options for advertisers seeking premium ad-supported streaming inventory in Europe. From February, brands using Amazon DSP will be able to buy Samsung TV Plus inventory directly, enabling streamlined access to one of the largest free ad-supported TV platforms globally.
Samsung TV Plus is Samsung’s free ad-supported television and video-on-demand service, available on Samsung Smart TVs and mobile devices. The platform currently offers more than 3,500 free linear channels across 30 territories, alongside tens of thousands of on-demand shows and movies. Samsung said the service has more than 100 million monthly active users worldwide and continues to see strong growth.
According to the company, streaming hours on Samsung TV Plus rose by 25% year-on-year in 2025, underlining accelerating consumer adoption of free ad-supported streaming models. The platform is now among the most-used free streaming services globally and the number one free ad-supported streaming app on Samsung Smart TVs, which Samsung describes as the world’s largest Smart TV footprint.
Content on Samsung TV Plus spans entertainment, news, lifestyle, sport and music, alongside recognised titles such as Keeping Up With… and Jamie Oliver. The service has also expanded its live and creator-led offering, including live Bundesliga football coverage and new channels from globally recognised creators such as LADbible, Dhar Mann and Mark Rober. Samsung said this reflects broader industry shifts, with sports and creator-led content increasingly using connected TV to reach audiences.
Alex Hole, senior vice president of Samsung Services Europe, said the move responds to changing viewing habits and growing advertiser demand for scalable connected TV inventory.
“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 Hole. “CTV offers ideal opportunities for brands to connect with a highly engaged audience. Extending our offering with Amazon DSP allows us to give greater accessibility to brands wanting to access our premium inventory on Samsung TV Plus.”
For advertisers, the integration provides access to Samsung Ads’ premium connected TV inventory through Amazon DSP, which uses shopping, browsing and streaming signals to help brands reach relevant audiences across devices and publishers. Amazon Ads said the collaboration allows advertisers to plan and execute campaigns more efficiently while maintaining scale across the open internet.
Piers Heaton-Armstrong, vice president of sales at Amazon Ads Europe, said the partnership reflects a shared focus on simplifying media buying for brands of all sizes.
“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, where they’re already spending their time,” he said. “This collaboration reinforces our commitment to simplifying the media buying landscape for advertisers. Regardless of whether brands want to run their ads across Amazon properties, third party streaming providers, or the wider open internet, we can help them do that.”
Samsung Ads said the European expansion strengthens its position as a major player in connected TV advertising, as brands increasingly shift budgets away from traditional linear television towards streaming environments that offer improved targeting and measurement.
The business is part of Samsung’s wider media and services division and operates across multiple international markets. In Europe, Samsung Ads reaches nearly 70 million devices, providing advertisers with access to audiences across television, mobile and other connected screens.
Founded in 2015, Samsung Ads has steadily expanded its global footprint, with offices in the UK, Germany, France, Italy, Spain and several other international markets, including the US, Australia and South Korea. The company positions itself at the intersection of data, technology and creativity, offering targeted advertising solutions designed to deliver measurable outcomes for brands.
Industry analysts say partnerships between device manufacturers, streaming platforms and demand-side platforms are likely to intensify as competition for advertising budgets grows. With free ad-supported streaming continuing to gain momentum, the expansion of the Samsung Ads and Amazon DSP integration into Europe signals a further step in the maturation of the connected TV advertising market.
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