A truly innovative partnership between Samsung Electronics and world-renowned guitar maker Fender has recently been announced, whereby the Fender Play application is the first to be TV-optimized and purchased by Samsung TVs, due to be launched in 2026. 

This proprietary format turns home living rooms into more immersive music studios, in answer to a quickly growing need of at-home instruction in music in a worldwide guitar economy.
According to the author, by 2033 Guitar market size will become $20513.5. Guitar market will be growing at a CAGR of 7.735% during 2025 to 2033.

Partnership Power

The collaboration provides a full set of instructional videos including electric guitar, acoustic guitar, bass, and ukulele and is organized by level of skill and uses a pedagogical model based on a sequential, song-based approach. 

A built-in Jam Mode allows users to play in sync with the genre-differentiated digital music so that they can use Samsung enhanced visual fidelity and Dolby Atmos audio technology. 

The solution, introduced in the Consumer Electronics Show (CES), 2026 is compatible with Samsung TVs made in 2025 and later years, and is sold in 49 countries, among them, the Americas, to South Korea.

Market Muscle

Samsung remains a dominant force in the television market, holding 29% global market share in the third quarter 2025, by Omdia, this is an increase of 28.6% the previous year, an increase which is likely to continue its 19-year history in the top spot, a feat that is forecasted to reach a 20-year tenure. 

With classic integration into these extensive screens, Fender Play, which now boasts close to one million users due to focused digital marketing, then expects to grow further.

Expert Insights

Cliff Kim Statement,

We are thrilled to bring Fender Play’s immersive learning experience to Samsung TV users, helping guitar enthusiasts take their skills to the next level.

VP of Growth Strategy, Digital Products at Fender and President of the Fender Play Foundation.

Our mission has always been to educate and inspire players globally and this partnership gives music lovers the opportunity to learn, practice, and play with Fender Play’s high-quality, interactive lessons directly on their Samsung TV.

Future Impact

Fender Play is anticipated to launch in the first half of the year 2026 and is expected to receive a boost to user retention due to the Samsung percentage of the entire market and is projected to hit $26.2 billion by 2035, growing at 7.4% annually in the sale of the guitar,

It is predicted that with interactive application integration, the television interaction will be higher than those of the competitors, the television engagement will rise even in a post-pandemic wave of increased hobbyist engagement, and the customer loyalty will be solid in a highly competitive premium market segment.