The Rise of FAST: Why Speed and Quality are Key for Advertisers
In the dynamic landscape of television, FAST (Free Ad-Supported Streaming Television) is not just a trend; it’s a revolution. According to Nielsen’s Gracenote, this segment is surging, with a remarkable 42% increase in the number of FAST channels since mid-2024. As of now, there are 1,189 FAST channels in the U.S. alone, presenting advertisers with an ocean of opportunities. But as the industry evolves, it’s clear that a focus on quality—not just volume—is becoming the new priority. Let’s dive deeper into this fast-paced world of content marketing.
Shifting Viewership, Shifting Priorities
With subscription costs on the rise, a growing number of viewers are gravitating toward ad-supported options. An insightful report by Deloitte reveals that two-thirds of Gen Z and millennials now regularly tune into FAST channels. These aren’t just any viewers; they are savvy consumers who demand content that is not only high-quality but also aligned with their interests.
The Emergence of ‘Freemium’ Experiences
It’s no secret that everyone loves free, but free content must be worthy of attention. Fortunately, the FAST landscape is rapidly evolving. Initially saturated with reruns and archival footage, it is now embracing original programming, local news, and live sports. In fact, over 70% of FAST content tracked by Gracenote was produced within the last 15 years, illustrating a pivotal shift.
Curated Content is the Future
The traditional FAST approach of “set it and forget it” is rapidly becoming obsolete. This year’s Upfronts made it abundantly clear: curation is king. Channels led by influencers and content creators are on the rise, catering to today’s digital-first audiences who crave premium experiences. Take, for instance, the Tribeca Festival+ FAST channel on MyFree DIRECTV, which merges a premium content library with original programming and cultural events. If other major festivals, like Cannes Lions, follow suit, we could see a whole new wave of curated channels.
Bigger Audiences, Bigger Ad Spend
As audiences engage more with FAST, advertisers can’t afford to sit on the sidelines. Although traditional pay TV still captures a majority of ad-supported viewership, the shift is toward converged TV solutions to broaden reach. With quality content drawing larger audiences, ad dollars will inevitably flow in—especially as advancing ad technology bridges the gap between linear TV and digital platforms, unlocking fresh opportunities to engage consumers.
FAST Forward
In conclusion, television—regardless of its format—is ultimately about engaging storytelling. The FAST channels that will triumph in this race will be those that prioritize quality, curation, and premium content. By doing so, they will not only keep viewers hooked but also welcome advertisers back for more.
As Chief Advertising Sales Officer, Amy Leifer leads DIRECTV’s ad sales business with over 25 years of experience in sales, operations, and technology, fostering a culture of collaboration and results.
