The channel centers on automotive personality Mat Watson, leveraging a massive library that has generated more than 6.4 billion impressions to date. For Mirage Digital co-CEOs John Littell and Robin Bigge, this move represents a strategic pivot to capture a demographic that remains elusive for traditional television—specifically men aged 18 to 44. By moving from YouTube to Samsung’s native interface, Carwow gains direct access to a platform with over 100 million monthly active users, positioning itself as a primary destination for automotive advertisers.

This expansion follows a successful period for Carwow, which currently serves over 10 million customers annually across the United Kingdom, Germany, and Spain. The channel will sit alongside other high-profile creator-led programming on Samsung TV Plus, such as content from Mark Rober and Michelle Khare. For viewers, the transition aims to replicate the engagement of the brand’s 14-million-subscriber YouTube network on the largest screen in the household, effectively bridging the gap between digital-native content and mainstream broadcast expectations.