Samsung TV Plus Boosts Its Indian Lineup with B4U Channels: A Strategic Move in the FAST Revolution

A Fresh Push into India’s Growing Streaming Market

Samsung TV Plus, Samsung’s free ad-supported streaming television (FAST) platform, is expanding its presence in India with the inclusion of four prominent channels from the B4U Network: B4U Movies, B4U Music, B4U Kadak, and B4U Bhojpuri. This partnership marks a significant step in bolstering the platform’s Indian content offering, bringing its total to over 125 FAST channels.

The collaboration comes amid a surge in Connected TV (CTV) consumption in India, where audiences are increasingly favoring free, curated content delivered directly via smart TVs and mobile devices. According to Kunal Mehta, Head of Partnerships at Samsung TV Plus India, the integration of B4U’s content is part of the company’s larger vision to “deliver unmatched access and exceptional value” to Indian viewers while supporting advertisers with a high-quality and scalable platform.

For B4U Network—an established media group with a footprint in over 100 countries—the partnership represents a tactical expansion into the CTV market. Johnson Jain, Chief Revenue Officer at B4U, highlighted how this deal aligns with changing viewer habits: “CTV is transforming how India consumes entertainment. This partnership allows us to reach broader audiences with top-tier movies and music on a premium platform.”

The newly added B4U channels are now available free of charge on Samsung Smart TVs and compatible Galaxy devices, making high-quality regional content more accessible than ever before. With this move, Samsung TV Plus continues its effort to reshape how Indian viewers interact with digital entertainment, leveraging the FAST model that has been gaining popularity across global markets.

What Undercode Say:

Samsung’s decision to deepen its Indian content library through the addition of B4U’s channels is more than just a content deal—it reflects the rapid transformation of India’s digital viewing ecosystem, driven by both technological shifts and consumer behavior.

India, with its vast and diverse population, is seeing an unprecedented boom in smart TV adoption. As data costs fall and Wi-Fi penetration improves, CTV consumption is poised to outpace traditional TV, especially among urban and semi-urban audiences. Samsung TV Plus, by embracing the FAST (Free Ad-Supported Streaming TV) model, is positioning itself to capitalize on a market that is cost-sensitive yet hungry for regional and Bollywood-centric content.

The inclusion of B4U channels is also a strategic move in terms of content localization. Platforms that succeed in India often have strong regional offerings, and B4U brings precisely that with a mix of Hindi blockbusters, Bhojpuri entertainment, and popular music. This not only strengthens Samsung’s appeal in Tier-2 and Tier-3 cities but also diversifies its content portfolio—vital for advertiser attraction in a segmented market.

Moreover, this move echoes a broader trend where hardware manufacturers like Samsung are pivoting towards becoming content aggregators. By bundling free, high-quality channels into their devices, they create added value, improve user retention, and generate new ad revenue streams. It’s a clever play: giving users more reasons to stay within the Samsung ecosystem while capitalizing on ad dollars from a growing viewer base.

Let’s not forget the competitive angle. Platforms like JioCinema, MX Player, and Zee5 are aggressively growing their FAST offerings. Samsung TV Plus entering this fray with a strong brand and global tech backbone gives it a competitive edge. The key will be how well it can curate and personalize this growing library, making it as frictionless and relevant as possible.

Looking ahead, we can expect Samsung to further expand partnerships with other regional networks, possibly venturing into Tamil, Telugu, and Malayalam markets next. The shift toward ad-supported freemium content is not just a global trend—it’s tailor-made for markets like India, where value trumps everything.

isn’t just a content update—it’s a strategic market repositioning that aligns Samsung’s hardware ecosystem with India’s FAST-forward entertainment future.

🔍 Fact Checker Results

✅ Samsung TV Plus currently offers over 125 FAST channels – Verified via Samsung India press releases.

✅ B4U Network operates in over 100 countries – Confirmed through B4U’s official media kit.

✅ The added channels are free and accessible via Samsung Smart TVs and Galaxy devices – Stated directly by Samsung and visible in the app listings.

📊 Prediction:

Samsung will likely extend partnerships to include regional South Indian networks within the next 6–9 months to diversify its content beyond North Indian demographics. As FAST adoption grows in India, expect Samsung to explore localized ad-tech integrations, enabling hyper-targeted advertising—a major draw for brands entering regional markets. By the end of 2025, Samsung TV Plus could emerge as a top 3 FAST platform in India if it maintains this content acquisition momentum.