While the US ad-supported streaming TV (Fast) market thrives, worth a staggering $4 billion (2022) in ad revenue, the EU is just beginning to embrace this trend.
One of the notable players in this arena is Samsung TV Plus, hosting a wide range of Fast channels, showcasing the rise of these free ad-supported streaming TV channels in the EU.
Free ad-supported streaming TV (FAST) channels
Free ad-supported streaming TV channels, or Fast channels, live up to their name by offering content for free, supported by advertisements. They have rapidly infiltrated internet-connected TVs, offering a viewing experience almost indistinguishable from traditional linear channels. However, instead of broadcasting, these channels exclusively stream content, making them cost-effective and adaptable, especially for housing extensive library content.
Why should advertisers be attentive to this trend?
In the US, the FAST market is well ahead of Europe, boasting over 1,400 channels spread across 22 networks. These channels are accessible through various platforms like Pluto TV, Xumo, Amazion, Tubi, Roku and Samsung TV Plus. And now TV budgets are moving from linear to CTV and FAST.
Niches Thrive in FAST
These channels cater to various niches, from food and CSI to sci-fi, mirroring the diversity seen in cable. Some channels are dedicated to beloved reruns of shows from established production companies, but new ones are completely unique like Red Bull TV. Thanks to their quick and easy setup, channels can be created in response to trending events, such as Football-specific channels or Nature documentaries following significant news.
Audiences turn to these channels to complement their premium paid-for TV subscriptions, like Netflix and Disney+, reminiscent of the days of cable TV.
FAST Advertising
Advertising on Fast channels is primarily conducted through programmatic auctions rather than pre-buys, using similar ad-buying tools as online advertising. Contextual advertising is also gaining prominence, aligning relevant brands with suitable niche content. More and more major players get into the FAST Advertising field, some specific and others merge it with online instream or CTV budgets.
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