At the forefront of the universe of free ad-supported streaming (FAST), anticipating trends and redefining, at all times, the viewer experience is a constant for those who understand that entertainment on CTVs needs to captivate and meet the most varied interests of casual fans to those most eager for content.
This means evolving for the better, and in this sense, we can say that we are in a new era with the introduction of revolutionary Single IP channels, based on a single TV program or franchise, which have captured the attention of viewers with a variety of programming, including here, serving different public profiles, from children to adults. After all, who doesn’t like marathoning or rewatching popular series, realities and icons of dramaturgy, such as ‘The Black List’, ‘MasterChef’, ‘Shark Tank’, ‘Os Dez Mandamentos’, ‘A Escrava Isaura’ and educational content, such as ‘Manual of the World’ and ‘Pocoyo’?
The exponential growth of these channels is undeniable and the numbers, such as the United States, which, between 2020 and 2023, went from 86 to 340, demonstrate consumers’ growing preference for this format. And more than that, it challenges the premise that FAST platforms consist of reruns of old content.
Another relevant data, resulting from an analysis of the same market, is that, until September 2023, of the 340 Single IP channels, 114 (more than 33%) were based on shows or franchises that were still producing new content. This highlights, in addition to relevance, its ability to engage viewers with current and attractive content.
Faced with this reality, after all, FAST is no longer a promise, technology providers are also creating important structures in Brazil and advertisers have already passed the testing phase and are making more robust and long-term investments in platforms such as Samsung TV Plus to closely monitor this evolution and be increasingly connected to consumers.
These new channels not only increase the diversity and richness of content offerings, but also provide and enhance high-quality, personalized experiences for users. And, since the new is here, let’s see it as an opportunity for expansion and improvement for the entire chain involved, from end to end, generating high-value benefits and impacts for everyone.
In this context, we invite industry colleagues, content creators and viewers to discover, explore and engage with Single IP channels. This will be key to shaping the future of digital entertainment, ensuring we continue to deliver relevance that is deeply connected to our users’ preferences. It’s time to discover the power of Single IP channels here.
* Content produced by Aline Jabbour, director of Business Development LATAM at Samsung TV Plus, Mobile & Gaming
* This text does not necessarily reflect the opinion of the vehicle
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