Samsung recently launched a web version of its free and ad-supported Smart TV Plus streaming service for live and linear programming, as well as additional casting support for Chromecast devices.

The streaming product, which was previously restricted to Samsung TV and mobile devices, started as a web service in the second quarter. Report reported Friday. It’s a curious new player to the streaming wars, and it started with seemingly little fanfare, but the rollout makes an app that was previously limited to Samsung users now available to almost everyone.

Samsung did not immediately comment on the launch on Friday. However, a spokesman confirmed the launch of the web version of the Protocol service.

Samsung TV Plus has been around for years – it’s been available on Samsung Smart TVs since 2016 – but the introduction to additional devices outside of the streaming ecosystem puts it more directly in competition with ad-supported streaming services like Peacock, the Roku Channel, or any number linear programming freebies like Pluto TV or Plex.

While it’s unclear why the company has apparently decided to launch the web version of its streaming service now, Samsung appears to be looking at ways to bring TV Plus to a wider audience. The choice is always great, and you can’t beat the price for free (especially if you can stand pushing your way through ads), but if Samsung’s ambitions are to dominate the linear streaming realm, it’s a bit late for the Party.

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