How FAST TV has viewers watching commercials again
Ads were supposed to be on their way out, replaced by subscription money, but as viewing habits evolve, consumers are gradually ditching paid-for streaming services in lieu of ad-supported TV.
That is according to a study by Hub Research Insights, which found that free ad-supported streaming TV or FAST TV is seeing surges in usage and under the right circumstances, viewers are engaging with ads, often finding great value in them.
While Netflix is reeling over subscriber losses, free, ad-supported streaming services are on the rise, offering thousands of programs and films in every genre and hundreds of channels at no cost.
For years, it’s been assumed that ad avoidance has been a major driver of the shift from pay TV to streaming. Initially, free TV seemed to get off to a slow start when compared to the rapid expansion of Subscription Video on Demand (SVOD). But as viewers stack more paid subscriptions, the cost of ad-free viewing is rising, and with inflation reaching a 40-year high, households are axing their video subscriptions in record numbers as the cost-of-living crisis starts to bite.
Studies commissioned by the likes of Deloitte and Tivo, report that around 65% of the US public would sit through commercials in return for free TV to eliminate or reduce costs – and that, given a choice, they prefer ad-supported options for watching streaming video services. In addition, consumers have become increasingly frustrated when they lose content to other services and have to manage multiple subscriptions, along with receiving poor recommendations.
This sense of media fatigue has fueled the urge for linear ‘lean back viewing’ where FAST TV ensures viewers can simply tune in and watch what they want.
With FAST Channels TV, one of its main draws other than being free, is its lower ad load of around 8 to 12 minutes an hour. This provides a more desirable experience for TV viewers, who are used to 10 to 16 minutes of ads per hour. By utilizing Server-Side Ad Insertion (SSAI), FAST Channels TV is able to create an individualized media stream for segments of viewers with targeted and personalized ads at scale for OTT content, while offering its streaming services at no cost to viewers.
This use of more personal content enhances the viewers’ experience and in turn, the positive viewer perception paves the way for notable developments in the FAST-linear TV market. This includes for instance, the unveiling of a large content library that can attract new audiences – FAST Channels TV has recently brought the beloved PBS show, Wild America, to multiple OTT Platforms including TCL Channel, FreeCast, Mometu, Local Now, HeroGo TV and others. In this way, FAST Channels TV enables streaming services to maximize their addressable inventory for linear channels while providing a seamless TV-like experience across connected platforms.
As TV viewing patterns continue their inexorable shift towards free video streaming, FAST Channels TV is ready to empower streaming platforms by maximizing the value of their OTT ad inventory. To see how we can help you reach new audiences, please get in touch on info@fastchannels.tv
About FAST Channels TV:
Revolutionize Your TV Experience with FAST Channels TV
Empower your content ownership journey with FAST Channels TV, your premier destination for launching cutting-edge FAST linear channels. Our state-of-the-art white-label platforms and channel playout generation services are tailored for broadcasters, operators, and content owners, enabling swift deployment and seamless monetization of your channels.
For inquiries about launching a FAST channel or adding some or all of our channels to your platform, contact FAST Channels TV at info@fastchannels.tv or visit https://www.fastchannels.tv/