The digital streaming era: Driving engagement in FAST and Connected TV

Navigating the Digital Stream: FAST, Connected TV, and Engagement in Latin America

The Web Summit Rio de Janeiro 2026 session delved into the dynamic landscape of the digital streaming era, focusing on the burgeoning Free Ad-supported Streaming TV (FAST) and Connected TV (CTV) markets. The discussion highlighted how these platforms are fundamentally reshaping content consumption and advertising strategies across Latin America, particularly in Brazil, a key market for media innovation.

Mr. Guilherme Ravache, a Media Columnist at Valor Econômico, and Mr. Felipe Gagliardi, Business Development Director for Samsung TV Plus, LATAM, shared insights into the evolving ecosystem. They explored the significant growth trajectory of FAST channels, which offer diverse content without subscription fees, relying instead on advertising revenue. This model presents an attractive alternative for viewers seeking accessible entertainment.

The conversation underscored the increasing importance of Connected TV devices as the primary gateway for accessing streaming content. These smart devices provide an expansive “dimension” for content delivery, enabling seamless integration of linear and on-demand programming. The speakers emphasized how this shift empowers advertisers to reach highly engaged audiences with targeted campaigns, moving beyond traditional broadcast limitations.

A significant portion of the discussion centered on the Latin American market, with a particular focus on Brazil. The country represents an “absolute” powerhouse in terms of digital adoption and streaming viewership. The speakers detailed how local content strategies and partnerships are crucial for success, catering to the unique cultural preferences and consumption habits of Brazilian audiences.

The role of established platforms like YouTube and Netflix was also examined within this evolving landscape. While subscription video-on-demand (SVOD) services continue to thrive, the rise of FAST and CTV introduces new competitive dynamics and opportunities for collaboration. The panel discussed how these different models coexist and complement each other, offering consumers a broader spectrum of choices.

Mr. Gagliardi elaborated on Samsung TV Plus’s strategy in the region, highlighting its efforts to expand local streaming partnerships and drive engagement. The platform’s success demonstrates the viability of the FAST model in capturing significant market share by providing a curated selection of free channels. This approach helps to diversify the streaming “tail” of content, reaching niche audiences.

The speakers also touched upon the challenges and opportunities for content creators and advertisers in this environment. They discussed the need for innovative content strategies and robust measurement tools to effectively engage viewers and demonstrate return on investment. Understanding audience psychology and behavior is paramount for sustained growth.

In conclusion, the session painted a comprehensive picture of the digital streaming era’s impact on media consumption. The insights from Mr. Ravache and Mr. Gagliardi reinforced the idea that FAST and Connected TV are not just emerging trends but fundamental pillars of the future media landscape, driving engagement and innovation across Brazil and the wider Latin American region.