Samsung Ads Expands Integration with Amazon DSP Into Europe

Why It Matters

The integration unlocks scalable, data‑driven CTV buying for brands, merging Samsung’s extensive reach with Amazon’s audience insights, and reshapes the European connected‑TV advertising landscape.

Key Takeaways

• Samsung TV Plus reaches 100M monthly users in Europe.
• Amazon DSP now offers direct access to Samsung inventory.
• Streaming hours grew 25% YoY in 2025.
• Gen Z watches 1h38 daily on Samsung Smart TVs.
• Integration simplifies CTV buying for brands of all sizes.

Pulse Analysis

Samsung’s free ad‑supported platform, Samsung TV Plus, has become a cornerstone of European connected‑TV consumption. With a library of over 3,500 live channels and tens of thousands of on‑demand titles, the service leverages Samsung’s dominant Smart‑TV footprint to attract a diverse audience, including a highly engaged Gen Z cohort. The recent 25% year‑over‑year increase in streaming hours underscores a broader shift toward over‑the‑top (OTT) viewing, positioning Samsung TV Plus as a premium inventory source for advertisers seeking scale and brand‑safe environments.

By linking Samsung TV Plus inventory to Amazon DSP, Samsung Ads taps into Amazon’s vast trove of shopping, browsing, and streaming signals. This programmatic bridge enables advertisers to target audiences with precision, using Amazon’s algorithmic capabilities to match ads to viewer intent across devices. The low‑tech fees and unified buying interface simplify campaign execution, allowing brands of any size to launch CTV campaigns alongside other Amazon‑owned and third‑party properties, thereby maximizing reach while maintaining cost efficiency.

The collaboration signals a maturation of the European CTV market, where advertisers increasingly demand integrated solutions that combine inventory breadth with granular data. As competition intensifies among streaming platforms, Samsung’s partnership with Amazon offers a compelling value proposition: access to a massive, engaged audience through a single, data‑driven DSP. This could accelerate spend migration from traditional linear TV to programmatic CTV, prompting rivals to pursue similar integrations to stay competitive.