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VIRAL EXCLUSIVE
July 19, 2024
FAST Platforms: Navigating the Streaming Revolution
FAST space has only been on the rise. Nielsen said in a recent report that Tubi and The Roku Channel, another FAST platform, both saw “significant year-over-year growth” in TV usage in the U.S., with the former up 43% and the latter up 36% from May 2023. By: K Dass.
US - In 2023, during Fox’s Super Bowl
telecast, Tubi - a free ad-supported streaming television (FAST) service launched
a clever 15-second ad spot that left viewers frantically checking their
remotes. The “Interface Interruption” ad made it seem as if someone was
changing the channel during the climax of the Big Game. This unexpected move
put Tubi in the spotlight and marked the beginning of FAST’s ascent.
FAST
platforms have gained momentum, driven by factors like affordability and the
desire for free content. Unlike subscription-based streamers such as Netflix
and Disney+, FAST platforms are entirely free to use. As people seek
alternatives to traditional linear TV, FAST continues to grow.
Nielsen
reports show significant year-over-year growth for Tubi and The Roku Channel in
the U.S. Tubi’s TV usage increased by 43%, while The Roku Channel saw a 36%
rise from May 2023. Tubi accounted for 1.8% of streaming viewership in the
U.S., outperforming subscription platforms like Max, Peacock, and Paramount+.
The Draw
of FAST
While FAST
platforms still lag behind giants like Netflix (with 270 million subscribers
worldwide), their steady growth signals opportunity for advertisers. Engagement
is key in a fragmented TV landscape. Viewership has become individualized, and
FAST platforms offer a unique space for advertisers to reach audiences.
Challenges
Ahead
Some FAST
platforms experiment with original content, but they must strike a balance
between free content and quality shows.
Ad revenue
sustains FAST platforms, but they need to optimise ad experiences without
alienating users.
As more
players enter the market, FAST platforms must differentiate themselves.
FAST
platforms are here to stay. Their agility, affordability, and growing user base
make them a force to reckon with. As the streaming landscape evolves, FAST
platforms must adapt, innovate, and maintain their momentum.
