In a move aimed at widening access to popular television content, Samsung TV Plus has introduced a new Hindi comedy channel titled Kings of Comedy. The channel is available free of cost on Samsung Smart TVs across India, without requiring login or subscription.
The offering brings together some of the country’s most recognisable comedy shows in one place. Viewers can watch Comedy Nights with Kapil, Khatra Khatra Khatra, and Comedy Nights Bachao in a continuous programming format, much like traditional television.
The company is positioning this as a shift in how familiar TV content is consumed — moving it from paid OTT platforms and reruns to a free, always-on streaming channel accessible directly from the TV home screen.
Kunal Mehta, who heads business development for Samsung TV Plus India, said the idea is simple: make content people already enjoy easier to access, without friction. The focus remains on convenience rather than discovery.
A push for free streaming
The launch comes at a time when free ad-supported streaming television (FAST) is gaining ground in India. Samsung TV Plus has been steadily expanding its footprint, now offering more than 180 channels across 14 languages.
Over the past five years, the platform has seen a 42 per cent rise in monthly active users, while total viewing hours have more than doubled. The company views comedy as a strong entry point to further deepen engagement in Hindi-speaking markets.
Globally, Samsung TV Plus has crossed 100 million monthly active users and runs over 4,500 channels, placing it among the largest free streaming platforms worldwide.
Why this matters
The Indian streaming space is crowded with subscription-heavy platforms. Samsung’s model stands apart by removing paywalls entirely and relying on advertising.
With Kings of Comedy, the company is leaning into nostalgia and familiarity rather than new content. These are shows that already have strong recall — now repackaged for effortless viewing.
For users, the proposition is straightforward: turn on the TV and start watching, without apps, logins, or payments.
Source: Samsung India
