FAST channels bring TV full circle

By Tim Cutting, Chief Revenue Officer

Free ad-supported television, remember that from childhood? It’s back, this time via streaming, and it’s gaining momentum among TV audiences looking for commitment-free programming. Given the recent publicity around FAST channels, however, many newer viewers may not realize how much this new realm of TV has evolved—almost mimicking a story arc you might see in a compelling TV drama.

In act 1, FAST launched by reintroducing reruns in a fun, linear fashion that was free to viewers without logins and subscriptions. Viewers validated the model, grew their consumption and pushed the lean-back model into the mainstream. These earlier days, however, had limited programming, and viewers were exposed to the same ads over and over.

In act 2, viewers casually bounce between FAST channels and their SVOD options, which drives further investment in this new streaming segment. The increased investment introduces a wealth of new content and attracts new advertisers, leading to higher ad loads and better ROI. The introduction of newer, more premium content also allows providers to introduce low-barrier access for select programming, such as email form fills, facilitating better ad targeting and personalization.

Finally, we arrive at act 3, where FAST channels have truly brought the free TV experience full circle, offering a diverse mix of legacy and new—even original—programming for audiences and strong ROI for advertisers. And on this front, there is no better example than the recent livestream of Super Bowl LIX on Tubi, which drove over 10 million new sign-ups for the platform.

The airing of the Super Bowl LIX was a clear turning point, but an analysis of the content being curated, packaged and distributed in FAST channels highlights just how far the content has evolved from its early days.

In just under two years, the number of FAST channels in Gracenote’s Global Video Data has increased by 42% to more than 1,610. And contrary to early perceptions of FAST programming, only 13% of the available content was made before 1990. We actually see a higher percentage of pre-1990 content in SVOD content (14.5%¹). In fact, more than 70% of the programming in FAST channels was made in 2010 or later.

In addition to featuring a wealth of new content with familiar names like CNN Originals, 48 Hours, the Masked Singer and Unsolved Mysteries, FAST channels are broadcast in linear fashion, just like traditional pay TV. The combination of desirable content, registration-free access and familiar user experience bodes well for FAST channels, particularly amid SVOD price hikes and stream fatigue among overwhelmed TV audiences. Awareness and interest in FAST channels is notably strong in the U.S., especially with respect to the three leading FAST services².

Now evolved from their roots in classic TV, FAST channels are poised to take the next step to bringing TV full circle. Yes, programs like Gunsmoke and Murder She Wrote are still in ample supply, but the influx of viewers and rising usage will encourage content creators and owners to become more restrictive with their distribution strategies, especially as platforms seek to create unique value propositions and monetize them.

Unlike in traditional video distribution strategies, very little FAST content is currently exclusive to any one platform. Sports fans, for example, can watch the NFL Channel, MLB Channel and PGA Tour Channel on Pluto TV, Tubi and the Roku Channel. The same is true across other programming as well. E.W. Scripps’ GRIT Xtra channel, for example, is available on 12 different FAST services³.

The live stream of the Super Bowl on Tubi this past February illustrates the next phase of the FAST landscape. As the most-watched program in the U.S. every year, however, the Super Bowl was not distributed like other FAST programming. It was exclusive to Tubi.

The airing of the Super Bowl on Tubi was pivotal because of the massive stature of the game, but sports programming in FAST is far more extensive than it is across SVOD services. In fact, sports has grown into the second most-prevalent FAST genre within Gracenote’s Global Video Data (behind the entertainment genre), accounting for more than 13% of all FAST channels. These channels are home to nearly 17k individual programs and episodes, behind only the reality and entertainment genres. 

While many FAST channels in the sports genre focus on highlights, commentary and replays, live events are making their way into the fold.

Roku’s premium sports FAST channel, for example, will broadcast live MLB games and Formula 1 races. Vix Premium Deportes and FanDuel TV Extra also broadcast live sports in real time.

News represents the other genre that attracts audiences in real time. And in FAST, TV audiences have more than 381% more news and commentary channels to choose from than they did less than two years ago. The 101 news and commentary channels are home to more than 6,560 programs and episodes.

The saying “what’s old is new again” couldn’t be more true as we look at how video content is being distributed to FAST channels for linear viewing, and interest from viewers and advertisers is rising. Given the abundance of content available across platforms, however, user experience will be critical in delivering on viewer needs and demonstrating a unique value proposition.

And while enhanced user experiences will be critical in helping viewers find something to watch, the interfaces that leverage enhanced metadata and advanced discovery capabilities (e.g., detailed video descriptors) will carve out a new persona for FAST—one that buries the “old is new” moniker in the past.

For additional insights, download Gracenote’s 2025 FAST report.

Notes

1. Gracenote Global Video Data; February 2025
2. In the U.S., Pluto TV, Tubi and the Roku Channel had grown to account for a combined 4.6% of TV usage in December 2024; Nielsen’s The Gauge.
3. “Where to Watch” GRIT Xtra FAQ