Xiaomi is preparing the expansion of Xiaomi TV+, its proprietary FAST service. With over 600 channels now available worldwide, the company is placing a specific strategic emphasis on the fragmented European market, prioritizing ‘deep localization’ and content curation over volume to drive adoption.
Zhifu Yan, Director of Global Business Development at Xiaomi Internet Business, who leads the worldwide rollout of the service, outlines a strategy that relies on the platform’s position as a pre-installed entry point on Xiaomi Smart TVs, STB, and TV sticks to bypass the friction of registration and subscriptions.
Navigating European Fragmentation
While Xiaomi TV+ operates a global English-language version and localized editions across Latin America and Southeast Asia, the European market presents unique challenges due to its linguistic and cultural diversity.
‘We must balance a unified global brand experience with deeply localized content operations’, Yan stated regarding the complexity of the region. To address this, the platform has rolled out localized versions in major markets including Spain, France, Italy, and Germany, collaborating with regional producers to create an ecosystem that blends global content with local cultural relevance.
The executive noted that for FAST to achieve sustainable growth in Europe, localization must extend beyond language to include programming choices, ad cadence, and user experience design.
Curation over volume
As the FAST landscape becomes increasingly competitive, Xiaomi is shifting its focus from amassing a high volume of channels to improving discoverability. ‘Our approach focuses on curation rather than sheer volume — helping users ‘find and watch faster’ through improved content organization and interface design’, explained.
Regarding content performance, the executive highlighted that partnerships with major international entities such as BBC Studios, Euronews, Rakuten, and Pluto have shown strong early results. Furthermore, ‘Single-IP’ channels—dedicated to specific iconic shows or brands—have proven highly appealing to European audiences.
The platform has also observed that genres with minimal language barriers, such as music, lifestyle, and documentaries, tend to perform well across different borders.
Industry collaboration and data
Looking toward the future of the market, Yan emphasized that the European FAST ecosystem relies on cooperation between platforms, content owners, advertisers, and device manufacturers. He argued that co-developing channels with local broadcasters enhances credibility and accelerates user adoption.
Additionally, the executive pointed to the technical side of the business, stating that ‘transparent data and unified viewing metrics’ are essential requirements for boosting advertiser confidence in the format.
‘Ultimately, FAST’s success in Europe depends on building a positive feedback loop: audiences enjoy free high-quality content, content owners expand their reach, and advertising partners obtain measurable value’, concluded.
