As the digital streaming landscape continues to evolve, the emergence of Free Ad-Supported Streaming Television (FAST) has introduced a new dynamic to how people watch television—and how marketers reach audiences. FAST platforms are increasingly capturing viewers who want free access to quality content without the rising costs of traditional cable or premium subscription services.
Here, we dive into what makes FAST a powerful force in streaming, why viewers are flocking to it, and the marketing potential it holds.
What is FAST?
FAST services offer streaming content for free, supported by advertisements. Unlike traditional subscription video-on-demand (SVOD) services like Netflix or Disney+, where users pay monthly fees, FAST relies solely on ad revenue to keep its content accessible. Users get to watch linear TV and on-demand content—news, movies, shows, and even live sports—without any subscription costs. The catch? They see more ads, similar to traditional cable TV.
FAST platforms are making waves, with 4.1% of the entire TV viewership market and growing. In fact, by 2024, one in three Americans is projected to tune in to FAST at least once a month. Big players like Tubi, Pluto TV, and Samsung TV Plus are leading the charge, attracting viewers and marketers alike.
Why FAST Appeals to Audiences
Several factors have driven the explosive growth of FAST.
Affordability and Accessibility: Unlike subscription-based services, FAST is completely free. Many FAST services come pre-installed on smart TVs and streaming devices, making them more accessible than ever. Users don’t need to register or log in—just tune in and watch. With the increasing cost of living, free access to quality content is an enticing offer.
Nostalgia Meets Quality: FAST platforms are sometimes mischaracterized as “content graveyards,” but viewers are increasingly drawn to classic and feel-good shows that they already know and love. For instance, "Prison Break," a show that ended over a decade ago, was one of the most-watched titles in 2024. To keep things fresh, FAST platforms frequently update their programming, creating a diverse catalog that appeals to a broad range of tastes.
Broad Audience Reach: The appeal of FAST spans generations, with Gen Z and millennials who never signed up for cable, alongside older audiences who are seeking alternatives to pricey subscription services. This broad reach enables advertisers to connect with diverse demographics.
How FAST Works
FAST platforms work similarly to traditional TV. They deliver programming through scheduled channels or on-demand libraries, accessed via a channel guide, creating a familiar viewing experience for many. Ads are integrated within these platforms through both linear and dynamic insertion. For instance, an ad may play before a show begins or during commercial breaks, just like on cable TV, but with data-driven targeting based on demographics and viewing behaviors.
FAST vs. Other Streaming Models
FAST sits at an interesting crossroads of streaming models:
Linear TV still holds its place in traditional broadcasting with scheduled programs and regular commercial breaks.
SVOD services require subscriptions, offering viewers on-demand content without ads (unless they opt for an ad-supported tier).
AVOD (Ad-Supported Video on Demand) offers content at a lower price or free, supported by ads, a segment within which FAST operates. However, FAST is unique in that it is entirely free, supported exclusively through ads without requiring any payment from users.
In this space, FAST combines the structure of traditional linear TV with the on-demand options of streaming. The result? A flexible, no-cost viewing model funded entirely by ads.
Advertising Opportunities with FAST
As FAST grows, it presents a valuable opportunity for marketers. With ad revenues in the FAST segment projected to hit $6 billion in the US by 2025, FAST platforms allow marketers to reach viewers more affordably than premium streaming channels. Cost-per-thousand (CPM) rates for FAST ads typically run between $10-$12, compared to the $40+ rates seen on premium platforms.
For advertisers, FAST offers distinct advantages:
Lower Cost of Entry: Affordable CPMs make FAST accessible to smaller brands and local businesses, enabling them to reach viewers on platforms typically dominated by larger advertisers.
Niche Audience Targeting: Unlike broader ad campaigns, FAST’s data-driven ad insertion allows marketers to target specific demographics. This flexibility helps companies reach targeted audiences without the premium costs associated with traditional or exclusive platforms.
Expanding Content and Live Sports: From classic shows to live sports, FAST platforms are diversifying their content offerings. Recent deals with sports leagues, like the MLB and NBA, make FAST appealing to fans seeking highlights, interviews, and original programming on platforms like Roku Channel. This range makes FAST a compelling place to reach sports fans and other niche audiences that might otherwise tune out ads on premium streaming services.
The Future of FAST
Looking ahead, the demand for FAST will likely continue to rise. With more devices embedding FAST services into their systems, and as consumers become more cost-conscious, the appeal of free, ad-supported content will only strengthen. For marketers, this is an opportunity to harness a platform that balances broad reach, affordability, and targeted ad placements.
As streaming habits shift, FAST is proving to be a valuable tool for capturing attention in a crowded market. For those ready to adapt to a rapidly changing media landscape, the potential in FAST is undeniable. Whether you’re a small business aiming to expand reach or a major brand looking for efficient ad spend, FAST offers a unique blend of affordability, accessibility, and audience diversity—setting a new standard in the streaming revolution.
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