Free Ad-Supported Streaming TV (FAST) refers to a television service available to viewers for free, with no subscription fee, but is supported by advertising revenue. In 2024, the projected revenue in the FAST market is estimated to reach US$7.75bn and this growth is expected to result in 79.8 million FAST channel users by 2027 (According to statista.com). The number of FAST channels, including Pluto TV, Samsung TV, The Roku Channel, Tubi, Amazon’s Freevee, and many more are rapidly rising in popularity and attracting millions of new users every month for a variety of reasons.
The Growing Trend of “Cord-Cutting”
The growing trend of “cord-cutting” - or canceling traditional cable TV subscriptions - is expected to continue as viewers look for cost-effective alternatives to traditional cable TV and subscription-based platforms.
- FAST is pulling people away from traditional cable TV with a viewing experience that combines the comfort and familiarity of traditional cable TV with the advancements of streaming TV technology at no cost.
- FAST services feature a wide range of live TV and cable channels, similarly to traditional schedule-based viewing, while also incorporating streaming TV perks and personalization. This allows you to see your same favorite channels that you would normally see on cable, but for free and in a personalized format.
The Rising Number of Connected TV (CTV) Devices
Connected TV (CTV) has become one of the most impactful digital content innovations as viewers continue to switch to streaming alternatives. In 2024, 88% of U.S. households own at least one Connected TV device amounting to 115 million households using Connected TV monthly. And this number is expected to continue to increase to 121 million U.S. households using Connected TV devices by 2027 (According to statista.com). The rising number of Connected TV devices like smart TVs, smartphones, laptops, tablets, or streaming sticks allows viewers to access their favorite free TV shows and movies from anywhere, at any time, with only an internet connection.
The Availability of High-Quality Content
The rising number of streaming services has led to an increase in competition for content, forcing FAST channels to invest in higher-quality content to attract and retain more viewers.
In addition to channels acquired from traditional cable TV, like TV shows, movies, live news, and live sports, FAST also offers niche content with channels devoted to topics that could be harder to find on traditional TV or other subscription-based services.
- There are channels that specifically cater to interests like cooking, health and fitness, documentaries, home improvement, music, extreme and unique sports, nontraditional lifestyles, science and technology, and so many more.
- And much like subscription-based streaming TV platforms, FAST channels arrange content in personalized categories, based on user interests, making all your familiar favorites easily accessible and more user friendly.
Advancements in Ad Targeting
Advancements in targeted advertising have made it easier for advertisers to reach their specific target audiences and deliver personalized ad experiences to viewers, driving investment in the FAST market.
FAST channels provide valuable opportunities for brands to reach and engage with their target audiences, and as Connected TV continues to shift viewers towards internet-based streaming TV, advertisers must adapt their commercial targeting strategies to reach viewers across multiple devices.
With Awarity, you can reach and engage audiences, in growing scale, on FAST channels like The Roku Channel, Tubi, Pluto TV, Samsung TV, Sling TV, and many more. Awarity offers the most efficient and affordable form of advertising to reach your target audience where they are, on whatever devices they’re watching from, and drive engagement with your brand. With Awarity’s advanced advertising automation, you can target down to the zip code, deliver personalized 30s Connected TV commercials that are highly relevant to your target audience and align with their interests, and track your campaign performance by streaming platform and connected device with detailed reports updated daily.
To learn more about Awarity’s Connected TV Campaigns, Our Platform, or if you have any questions, schedule a call. We’d love to help you develop a strategy that fits your advertising needs.
