How to distribute a FAST channel

As Free Ad-Supported Streaming Television (FAST) continues to rise in popularity, content owners are tasked with optimizing their distribution strategies to capitalize on this growth. With FAST experiencing a 38% surge in ad impressions and a 41% increase in viewing hours, it's clear that audiences are embracing its free, lean-back, and high-quality viewing experience.

This blog covers everything you need to know about distributing FAST channels, including workflows, types of FAST services, and the role of playout software in streamlining operations and maximizing revenue.

Why should content owners care about FAST distribution?

Content owners utilize FAST distribution destinations like smart TVs and CTV devices to extend their content's reach across digital mediums, paving the way for new opportunities for ad revenue growth. With a relatively low entry barrier, FAST strategically complements existing video distribution mediums by opening up massive reach and engagement opportunities. It also helps content owners repurpose their older content library, which in turn, creates alternate monetization streams. Additionally, it offers streaming services a gateway to showcase previous seasons or limited content, serving as a sampler for paid subscriptions. 

In the 12th edition of the Amagi FAST Report, we discuss how FAST complements streaming’s various business models. Read the full report here.

How do FAST channels work?

Here's what a typical FAST channel creation and distribution workflow looks like:

1. Content evaluation and curation

The first step in putting together a FAST channel is evaluating content based on the number of hours of content (i.e., original programming or licensed third-party content), the library's size, and whether the content has an existing fan base or the potential to resonate with the audience. A content library with 80% exclusive content and 20% from content partnerships gives channels an edge. The refresh rate—how often a channel gets new content once the existing library exhausts—is also a deciding factor.  

While most FAST channels focus on offering content that appeals to a broader audience range, niche FAST channels believe in delivering exclusive and relevant content to a specific cohort of audiences. 

During content curation, FAST services also assess technical aspects like video quality (SD, HD, UHD, 4K), closed captions, metadata, and more. 

2. Scheduling and programming

This step involves setting up a pre-determined lineup of shows, live content, and advertisements that follow a meticulous schedule. Dayparting is a common broadcast programming practice that is implemented in FAST programming. It involves targeting specific demographics at specific times with content that might interest them. The key is to line up content that fits the 24/7 schedule and keeps viewers engaged, making them stick to the channel.

The next step is deciding if the content should run chronologically or is better suited for randomization. After this, adding logo branding, lower third overlays, bumpers and ensuring accurate content metadata play a critical role. 

Advertisements are the primary source of revenue for FAST, and this is the step where ads are woven into the programming at specified intervals. FAST usually leverages Server-Side Ad Insertion (SSAI), which involves stitching the ads directly into the video stream on the server side. Since ads are part of the video stream on the server side, SSAI delivers a cable-like viewing experience. 

Programmatic advertising, on the other hand, enables the automatic buying and selling of ads, helping deliver the right ad to the right audience. Ad marketplaces like Amagi ADS PLUS, connect premium CTV content owners with global programmatic and direct buyers, helping fill most of CTV’s ad inventory. 

Together, SSAI and programmatic advertising help deliver hyper-personalized, contextually relevant, non-skippable ads at scale. 

In-content ads further improve viewer experience as they are non-intrusive, engaging, and interactive – and help generate ad revenue outside a typical ad break. 

Put together, the content, branding, and ads form a channel, typically distributed as a cloud playout. 

4. Distribution

Once the channel is ready, it is distributed over the internet using IP-based streaming across diverse FAST services (keep reading for more on that), making it accessible regionally or globally based on license agreements. FAST distribution is one of the most important and considerably complex aspects of the workflow, as it requires content owners to have the right library of content, access to the right platforms, and a technical solution that handles the nuances of end-to-end content distribution. This includes rights management, localization services, legal checks, negotiations, tracking, and invoicing. 

5. Analytics

After distributing the channel, insights into analytics data help understand its performance. Data reveals if the content resonates with the viewers and can tell you which part of the day receives the most viewership. Data also gives insights into the demographics of the audience who regularly visit the platform. Ad performance data like completion rate, conversion rate, total impressions, etc., further help understand ad opportunities. 

READ: How to optimize linear channel scheduling

Types of FAST services

Based on the operating models, FAST services are divided into two types:

1. Platform-exclusive FAST services

Also called Original Equipment Manufacturer (OEM) FAST services, these are integrated into smart TVs or Connected TV devices and are pre-installed on their home screens. These services provide instant access to free content without requiring additional downloads. Examples include Samsung TV Plus, LG Channels, and Vizio WatchFree+.

2. Platform-agnostic FAST services

Unlike OEM FAST services, these are available across diverse CTV devices. They often aggregate an extensive library of content from diverse content brands and make them available via a single app or website. These services offer a broad variety of content spanning diverse genres, regions, and interests. Examples include Pluto TV, Xumo, and Tubi.

Owned and operated (O&O) FAST services are a type of platform-agnostic FAST service. These are owned by traditional broadcasters or TV networks that repurpose existing content libraries to engage digital audiences. FAST channels on these services offer original series, exclusive programming, and curated content collections. Since these channels are programmed by FAST services that have better insights into viewer preferences, they typically attract a significant amount of viewership for these platforms. Examples include The Roku Channel, CBS Sports HQ, and ABC News Live.

O&O FAST channels include two types:

• Single-IP FAST channels: Exclusively feature a specific TV show or franchise, providing fans access to all episodes, behind-the-scenes content, interviews, and special features related to shows.
• Genre-based FAST channels: Have a content line-up sourced from third-party content providers like studios, production companies, or content distributors, offering viewers a curated selection of popular movies, TV shows, and programming. 

READ: How FAST channels promote SVOD and linear streaming services

Why do you need playout software to distribute FAST channels?

A playout software streamlines creating, managing, distributing, and monetizing FAST channels. An ideal playout software ensures high-quality video delivery, dynamic graphics support, closed captions and subtitling, low latency, and more. Playout software also plays a crucial role in planning EPGs (electronic programming guides), scheduling programs, integrating them with a playout platform, integrating ad breaks, promos, etc.

Amagi's glass-to-glass suite of solutions for channel creation, content distribution, and ad monetization simplify launching and managing a FAST channel. The solutions also enable seamless content scheduling, real-time graphics insertion, targeted ad placement, and more without heavy infrastructure investments.

Amagi's CTV marketplace, Amagi CONNECT, offers content owners and platforms an exclusive playing field to connect and deliver value to each other. It helps content owners discover the right platform, craft custom deals, and distribute content across 200 million CTV households. For platforms, Amagi CONNECT offers a gateway to acquiring content that perfectly matches their audience preferences without barriers.

At Amagi’s recent LA FAST conference, Tastemade (content owner) and LG Channels (Platform) highlighted how Amagi CONNECT has changed their FAST landscape. Here is a sneak peek.

Want to explore further?

• Talk to us to learn more
• Read our latest Global FAST Report
• Watch our webinar series, Amagi AIRTIME