Samsung Electronics MENA and OSN have confirmed the regional rollout of OSNtv on Samsung TV Key, extending a partnership first announced in May 2025. The launch introduces what the companies describe as the region’s first boxless television experience, allowing OSN’s content to be accessed directly on Samsung Smart TVs from 2021 models onward, without the need for a set-top box or additional cabling.
The integration places OSNtv directly within Samsung’s Smart TV operating system, enabling users to activate and stream content from the TV interface itself. Once enabled, viewers can access more than 45 exclusive and free-to-air channels, along with a library exceeding 18,000 hours of on-demand programming. The offering includes international films and series, Arabic-language content, and children’s programming, all navigated using Samsung’s standard One Remote rather than a separate device.
From a practical standpoint, the rollout reflects a broader shift in home entertainment toward reducing hardware dependencies. By embedding subscription television services directly into smart TV platforms, manufacturers and content providers aim to simplify setup and lower barriers to entry, particularly for households that prefer fewer devices and cables. In this case, the OSNtv integration removes the need for a traditional decoder while maintaining access to OSN’s full content catalogue.
For Samsung, the partnership aligns with its wider strategy of positioning the Smart TV as a central hub for connected home entertainment. Rather than relying on external streaming boxes, the company continues to expand its in-platform services, emphasizing ease of use and system-level integration. OSN, meanwhile, benefits from direct access to Samsung’s installed base across the Middle East and North Africa, where smart TV adoption has steadily increased over the past several years.
The companies frame the launch as an extension of their existing collaboration rather than a standalone initiative. By combining Samsung’s television hardware and operating system with OSN’s programming slate, the partnership focuses on distribution efficiency rather than introducing new content formats or viewing models. The result is a familiar subscription experience delivered through a simplified technical setup.
OSNtv on Samsung TV Key is available across MENA markets exclusively on compatible Samsung Smart TVs. New Samsung TV buyers will receive complimentary access to OSNtv for up to 12 months, subject to terms and conditions. After the promotional period, the service will continue on a paid basis, with pricing varying by market.
Overall, the rollout reflects incremental change rather than a radical shift in how television is consumed. It signals continued convergence between hardware manufacturers and content providers, with convenience and direct access increasingly shaping how home entertainment services are packaged and delivered in the region.
