Hub Intel Deep Dive: FAST and Curious – Why Viewers Are Embracing Free TV

Free, familiar, and fun: The secret sauce of FASTs' success.

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Hub Intel Deep Dive: FAST and Curious – Why Viewers Are Embracing Free TV

One of the most notable trends in the media and entertainment world in recent years has been the rise of FAST channels (free ad-supported TV). Not long ago, even those working in media were unfamiliar with the acronym. However, the rise of FAST channels gained momentum following the acquisition of PlutoTV by (then) Viacom in 2017 and Tubi by Fox in 2020. By making premium content available for live streaming on free services, these companies supercharged the growth of FAST channels.

Now, just a few years later, there are nearly 2,000 FAST offerings available to TV viewers. With many channels offered across multiple platforms, there are an astounding 5,000+ potential locations to watch a FAST channel. This vast array of offerings has driven dramatic audience growth. As of 2024, seven in ten TV viewers watch a FAST channel in a typical month.

In the midst of this growth and change, here are five key insights about FASTs and how they can thrive in a competitive market:

1. FAST viewers aren’t who we expected them to be.

Initially, FASTs were considered alternatives to SVODs for budget-conscious consumers who were either unable or unwilling to pay for additional subscriptions. In reality, FAST viewers turned out to be just as likely as non-viewers to be heavy spenders on TV subscriptions—and, surprisingly, even more likely to have three or more streaming services. These younger, tech-savvy viewers often have kids at home and tend to watch more hours of TV. FASTs are not primarily popular because they’re free but because they offer another option on the menu for people who love to watch TV.

2. A hallmark of FASTs is their ease of use.

Although the free aspect of FAST channels may not be their primary appeal, it does eliminate barriers to viewing by removing the need for registration or a monthly fee. Another advantage for FAST channels is the growing number of viewers who now start their TV sessions from the smart TV menu and its built-in apps—surpassing those who begin with a set-top box. For many viewers, the first thing they see when they turn on their TV is a widget for a FAST channel. Indeed, ease of use is one of the top reasons for choosing FAST channels, ranking significantly higher than even live TV from an MVPD, vMVPD, or antenna.