How brands can tap into the growth of live sports on FAST channels

Sports programming has always proven to be one of the most popular genres of TV content, regardless of format. From the days of free broadcasting, to pay-per-view, to cable and now streaming, sports fans have consistently found a way to watch the games, teams and leagues that fuel their passions.

Today, as video distribution continues to fragment, free ad-supported streaming television (FAST) channels are entering the fray, joining subscription streaming services that continue to fortify their catalogs by investing in live sports rights. 

While somewhat viewed as a haven for classic TV programming, FAST channels have steadily built up their libraries to offer newer content than popular SVOD services, with nearly 50% of FAST programming from 2020 or later. And these channels are bringing sports along for the ride, too.

In 2025 alone, the number of sports FAST channels tracked by Gracenote has increased by over 34%; these channels offer more than 3,800 programs including live events, commentary programs, highlights and prediction shows. As of September 2025, sports channels were the second-most prevalent across the FAST landscape, eclipsed only by the entertainment genre¹.

In addition to boasting a wealth of programming that was produced in the last five years alone², FAST channels are becoming increasingly involved in the distribution of live sports as well. 

While extremely enticing from a fan engagement perspective, the ongoing addition of live sports to FAST programming represents a notable opportunity for brands and agencies, simply because of their real-time appeal with sports fans.

Metadata’s role in sports

While sports content is incredibly popular, it’s not always easily identifiable or discoverable in programmatic environments, which now accounts for 85% of all CTV ad buys.

Plenty of sports-related content does not appear on dedicated sports channels, and a significant amount is neither new nor live. These factors make program metadata a key element for programmatic ad buying around sports – versus direct deals, which are handled by people who know exactly what is being bought and sold.

Of the unique sports programs on FAST channels in September, only 38% were live competitions. Being able to cut through CTV fragmentation and differentiate between live games and re-airs, as well as team vs. individual competitions, changes the value of these events significantly from an ad buying and selling standpoint.

Effective content metadata helps remove potential mystery there, too. And by including TV schedules, leagues, times and channel data, plus information around playoffs, teams and players, CTV inventory transparency rises significantly, making programmatic buying a clear process that cuts down on spending waste.

Maximizing audience reach with streaming

Today, many live sporting events lack exclusivity, in the sense that while there may be a primary linear or streaming home for a specific game, that’s usually just the tip of the iceberg for a much longer list of national and local simulcasts. 

These simulcasts segment out audiences for even the biggest games, yet advertisers may not understand the full scope of where viewers are tuning in – and the targeted opportunities within those specific groups.

To the point, soccer is a particularly popular sport on streaming services (FAST and otherwise) in ways that provide advertisers with access to a diverse audience, and incremental reach beyond traditional TV. In September, various NWSL matches appeared on FAST channels (as simulcasts or re-airs), as did men’s matches from the U.K., Mexico, Italy, Spain and beyond. 

Some of those games appeared exclusively on streaming services, providing unique programmatic buying opportunities – as long as there’s effective metadata around that live content. 

As international sports streaming in the U.S. grows (especially around soccer), that metadata becomes more crucial for ads to reach an audience that may not be watching content in traditional TV environments at all. 

Over the past 12 months, 22.5% of the U.S. has streamed international sports³, including European and Mexican soccer, and Formula 1, which is up significantly from 2022, when it was just 17.7%. Amplified by increasing connectivity, this showcases growing momentum for this unique content, especially as rightsholders leverage streaming for content overflow (as Peacock, Paramount+ and ESPN all do, and will continue to), and advertisers need to understand that expanding landscape as it relates to reach opportunities.

What’s next?

Streaming – inclusive of FAST channels – is only poised to become a bigger part of sports viewing, making it all the more imperative for advertisers to understand how they can strategically position themselves in this emerging marketplace. And as that shift occurs, CTV ad buying becomes even more prominent: Putting programmatic buying – and the content metadata required – front-and-center.

Notes

1. Gracenote defines the entertainment genre as TV programs that are presented in a non-story-based format that is usually filmed live in a studio. These programs are designed to provide amusement, information and general entertainment.
2. 46% of the programming across FAST channels was produced between 2020 and now; Gracenote Global Video Data
3. Nielsen Scarborough USA; 2025 release 1