Why FAST Channels Have Become a Key OTT Advertising Platform

Meredith Bay, Design & Creative
Minute Read
May 13, 2024

Free Ad-Supported TV (FAST) channels have emerged as the ideal alternative to traditional cable TV, offering a wide range of high-quality content without requiring a subscription fee.

Free Ad-Supported TV (FAST) channels have emerged as the ideal alternative to traditional cable TV, offering a wide range of high-quality content without requiring a subscription fee.

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$7.75 bn and this growth is expected to result in 79.8 million FAST channel users by 20271. 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 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. 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.

If you have an existing Connected TV campaign, you’re likely already reaching your target audience on FAST channels and you can see your top apps and channels in Campaign Central.If you’d like to start a Connected TV campaign to take advantage of FAST channels, let’s connect. We’d be happy to help you hone your strategy and incorporate FAST channels.

1. Statista: Free Ad-Supported Streaming TV

Contact the Author

At Awarity, our mission is to democratize advertising and make building awareness affordable for businesses of all sizes. With Awarity’s advanced advertising automation, you can deliver personalized ad experiences to your target audience on FAST channels from where ever they're watching.

We are always available to discuss your advertising needs. If you have questions on anything we’ve shared, let’s chat! We'd love to help grow your brand.

Meredith Bay, Design & Creative