At MIPCOM, Rakuten TV unveiled a strategic move that marks a turning point in its journey as a streaming platform: the expansion of its FAST channel division beyond European borders. The Barcelona-based company will progressively roll out its services in the United States, the Middle East, and Japan.
This announcement is significant as it marks the first time Rakuten TV has expanded its operations outside of Europe since its founding, a step that reflects the dynamism of the Free Ad-Supported Streaming TV (FAST) market, which is currently booming globally.
An expansion driven by Rakuten TV Enterprise
The international leap is being facilitated through Rakuten TV Enterprise, the company's division dedicated to providing infrastructure and technology services for the deployment of FAST channels. This unit was introduced at MIPCOM in 2022, meaning this new phase of growth arrives two years after its launch.
Since then, Rakuten TV Enterprise has added features including the distribution of owned and operated (O&O) channels, technical platform integration, content and channel management, and monetization strategies. These capabilities have allowed the company to offer its partners the tools to launch and scale their FAST services in different territories.
Services arriving in each market
The expansion will not be applied uniformly across all countries. Rakuten TV has detailed that it will deploy its channel licensing service in the United States and the Middle East, while in Japan, the company will focus its entry on technical integration.
This market-specific differentiation reflects the strategy of adapting the Enterprise offering to the specific needs of each region, rather than applying a one-size-fits-all model globally.
Over 120 owned channels in Europe
While advancing its international expansion, Rakuten TV has continued to strengthen its business on the European continent. The company exclusively produces and distributes its own FAST channels featuring content from major Hollywood studios, as well as local broadcasters and rights holders.
Currently, Rakuten TV has more than 120 active O&O channels in Europe, a figure that underscores the experience the company has accumulated before taking the leap into new markets outside the continent.
Words from the CEO of Rakuten TV
Cédric Dufour, CEO and President of Rakuten TV, emphasized that the arrival in the United States, the Middle East, and Japan through Enterprise represents a new chapter for the company, as it brings its streaming experience, technology, and infrastructure to international markets.
Dufour noted that the FAST market is evolving rapidly and that, over the last two years, Rakuten TV Enterprise has seen significant growth since its inception, with the goal of helping content and entertainment companies launch and scale their streaming offerings internationally.
The executive added that this growth has been instrumental in driving this new phase of expansion, supported by the experience gained in Europe, and that the increased international presence opens up new opportunities for both Rakuten TV and its business partners.
Why this move matters now
The announcement comes at a time when FAST channels have shifted from an emerging trend to a key segment within the audiovisual industry, with growing interest from operators, device manufacturers, and content owners in different regions of the world.
For Rakuten TV, entering such relevant markets as the United States, with its massive base of streaming consumers; the Middle East, which is undergoing a digital expansion; and Japan, one of the most technologically advanced markets in Asia, represents an opportunity for geographic and business diversification that it had not previously explored.
Frequently Asked Questions
What is Rakuten TV Enterprise?
It is the division of Rakuten TV responsible for offering infrastructure and technology services for the launch and scaling of FAST channels, including distribution, technical integration, content management, and monetization.
To which countries is Rakuten TV expanding?
The company has announced its arrival in the United States, the Middle East, and Japan, marking its first expansion outside of Europe.
What services will Rakuten TV offer in each market?
In the United States and the Middle East, channel licensing will be implemented, while in Japan, the focus will be on technical integration.
How many FAST channels does Rakuten TV have in Europe?
The company currently has more than 120 owned and operated (O&O) channels distributed across various European markets.
When was Rakuten TV Enterprise launched?
This division was presented at MIPCOM 2022, two years before the expansion to the United States, the Middle East, and Japan was announced.
Who is the CEO of Rakuten TV?
Cédric Dufour holds the position of CEO and President of Rakuten TV, and he was the one who communicated the details of this new phase of international expansion.
