Free Ad-supported Streaming TV (FAST) continues to reshape the streaming landscape as its popularity grows. Amagi Global FAST Report Edition 14 states that the global Hours of Viewing (HOV) and ad impressions for FAST saw year-over-year growth of 95% and 65%, respectively. Key factors driving FAST’s success with viewers include:
- Free, unlimited access to high-quality content
- Linear viewing model that mimics traditional TV
- Short and more relevant ads
As a result, more and more players are seen entering the FAST space, as it promises better content monetization opportunities. Platforms can pick up old content and increase its shelf life by creating niche channels (say, ones dedicated to cooking or true crime) and targeting the right set of audiences. This approach opens new revenue streams for content owners and FAST services, enabling them to make the most of their content libraries.
READ: How to monetize FAST channels
The evolution of FAST programming
FAST came into existence more like a digital extension/replacement for cable TV. The idea was to attract more viewers by offering a cable-like viewing experience for free. Another key offering that FAST brought was providing niche content creators and user-generated content a place in the TV ecosystem. At first, the most commonly aired content was old TV shows and movies that had already been telecasted on other streaming platforms like Subscription Video On Demand (SVOD) and cable TV. FAST services focused on reutilizing their old content libraries, without creating new content.
As more people embraced FAST, it became more than just a platform for rediscovering and reviving classic content—it became a dynamic, go-to streaming experience.
FAST services started focusing on creating niche content and separating it into different channels to focus on different types of audiences. Once FAST became mainstream, broadcasters and premium content creators also joined the bandwagon, including those from news and sports.
The next phase saw an increase in original programming and exclusive content. As a result, many formerly canceled shows were picked up. We also saw some ‘FAST-first’ movie premieres like Weird: The Al Yankovic Story on The Roku Channel. With original programming, FAST services were able to gain more viewers and increase engagement.
The next phase was to differentiate FAST from a cable-like experience. Technology helps in achieving personalization. Personalized/new format ads, content, Electronic Program Guide (EPG), and even personalized channels are being experimented with now.
By helping FAST services offer more data-driven programming, AI further helped the FAST expansion. FAST channels could manage their programming dynamically based on viewers’ interests. Being able to capture metadata and viewers’ preferences and viewing history made this possible. AI further helped personalize the FAST viewing experience by ensuring the delivery of relevant ads instead of repetitive ones.
Strategies to promote and market FAST channels
As mentioned earlier, FAST channels show a steady growth in viewership globally. Strategies to keep audiences engaged include:
- Social media marketing: FAST channels can boost awareness and viewership by leveraging social media through platform-specific content, trending hashtags, influencer partnerships, and live engagement. Encouraging community interaction with Q&As, contests, and user-generated content further strengthens audience connection and discoverability.
- Branding: Building a strong brand identity can help FAST channels stand out by emphasizing a clear value proposition, consistent visuals, and strategic cross-promotion across platforms. Leveraging celebrity recognition, franchise IPs, and seasonal event-based branding further enhances visibility and audience engagement.
- Platform collaborations: Swim lanes (curated content sections or carousels on FAST platforms that highlight specific channels, genres, or featured content to enhance visibility and discoverability) and featured placements on FAST platforms provide premium visibility.
- Content quality and quantity: It’s important to mix things up by offering evergreen content, exclusive premieres, and diverse genres. Live events, special programming, and regular refreshes enhance engagement and keep audiences returning.
- Ads: A well-optimized ad strategy can help balance ad load to maintain a seamless viewing experience while maximizing revenue. AI-powered targeting, branded content, interactive ads, and hybrid monetization models help drive engagement and advertiser value.
- Personalization: FAST channels can enhance personalization through AI-driven content curation, dynamic channel lineups, and localized feeds tailored to viewer preferences. Interactive features like watchlists, live polls, and A/B testing refine the experience, ensuring maximum engagement.
Want to know more?
- Talk to us about all things streaming
- Read our latest Global FAST Report
- Watch our webinar on unified distribution strategies for content owners
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