The FAST advantage Build sustainable consumer models
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20,000 foot view: Inflation and retention pressures are combining to make free ad-supported streaming TV (FAST) an appealing go-to-market strategy for video distributors.FAST is still underperforming significantly in engagement terms when compared to its video rivals, but there are promising signs. Ad receptiveness among FAST users now exceeds other forms of video offering – a competitive edge. Key to success will be investment in appropriate ad-deployment technology and repositioning FAST primarily as an audiovisual reach format for advertisers.
Key insights
- In consumers spent an average of per week watching FAST channels
- In consumers spent an average of per week watching traditional live on a TV set
- Social still outperforms FAST, with an hours spent per week on activity
- FAST in 2023 is flat compared 2023, at but significantly above suggesting growth will come
- of focus on the content when with FAST
- of focus on the content when with subscription video on demand services
- of focus on content while engaging traditional TV viewing, highlighting the immersive versus background entertainment use for SVOD versus FAST
- FAST an ad-distribution model that is similar to radio than to TV advertising
- FAST will come into direct competition with with its push towards originals mainstream audiences
- Strategic players SVOD and FAST should see as separate and complementary to not as a freemium alternative
- FAST can a unique advertising partner for that are keen to reach entertainment consumers
Companies and brands mentioned in this report: Amazon, Comcast, Freevee, Pluto TV, Tubi TV, Xumo