Rakuten TV is expanding its enterprise FAST (Free Ad-supported Streaming TV) services into the U.S., the Middle East, and Japan. Notably, the move marks the first time the company’s Enterprise division has operated beyond Europe. The streaming unit operates out of Barcelona. Meanwhile, its parent company, Rakuten Group, Inc., operates from Tokyo.
What We Know: CEO Cédric Dufour shared the news in Cannes, France, at MIPCOM (Marché International des Programmes de Communication). The event is the world’s largest annual marketplace for the television and entertainment industry. Rakuten TV Enterprise first launched at MIPCOM 2024. Since then, it has helped partners launch, manage, and monetize FAST channels and video apps. To do so, it provides end-to-end technical, content, and ad services. Beyond its B2B (Business to Business) division, Rakuten TV also operates over 120 of its own FAST channels across Europe. For content, it partners with major Hollywood studios and local broadcasters. Currently, TCLtv+ is the only named partner carrying Rakuten TV’s FAST channels in North America. However, the company expects additional platform rollouts later.
What They Said: “Expanding Rakuten TV … through our enterprise offerings marks a significant new chapter for the business, as we bring our streaming expertise, technology and infrastructure to new markets around the world.” – CEO Cédric Dufour on international expansion
“This expansion represents only the beginning of what we can achieve with Rakuten TV Enterprise. Our experience gives us a strong foundation to help partners navigate the fast-moving streaming landscape and unlock new opportunities in FAST. As we enter more markets, our focus will be on combining that expertise together with a deep understanding of local audiences to build propositions that deliver real value for our partners.” – CEO Cédric Dufour on adapting to local markets
What Remains Unclear: Rakuten did not disclose deal values, financial metrics, or revenue targets. Likewise, the company has not shared rollout schedules or exact launch dates for each region. Beyond TCLtv+ in the U.S., partners in Japan and the Middle East remain unannounced. Additionally, it’s unclear whether Rakuten TV will launch its direct-to-consumer app in these markets. Alternatively, it may operate strictly as a B2B enterprise service provider.
What It Means: Overall, FAST is evolving from a U.S. trend into a global standard. Increasingly, viewers worldwide want free alternatives as paid streaming fatigue sets in. At the same time, streaming platforms are shifting from pure consumer destinations into backend service providers. In other words, they now power channels and technology for other media companies.
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