Commentary

NBCU Bigger FAST TV Move: Will Disney Join The Crowd?

Jumping into the FAST TV world in a bigger way, NBCUniversal is rebranding its year-old free ad-supported streaming TV with the name NBC Comedy Vault from TNBC.

The new channel will have vintage comedy shows including all eight seasons of "Will & Grace," “Charles in Charge,” “Coach” and “Major Dad.” 
 
NBC Comedy Vault, which launched TNBC a year ago, will be available on Amazon Freevee, The Roku Channel, and Xumo Play. 
 
FAST channels offer TV brands plenty of gross impressions – but not necessarily fresh impressions. They don’t offer the glitz of new original content.
 
Long-term one wonders about a plan beyond after this business matures. Will FAST channels try to add original content to their mix? It would seem especially difficult given the marketing and on-air advertising spin needed to get attention.
 
Currently, eMarketer projects FAST TV channels will be used by nearly a third of US consumers (30.5%) by the end of 2024. 
 
It’s also expected to see the business’ reach climb to 104.4 million potential viewers this year and 108.2 million next year. Total FAST ad revenues in the U.S. will grow to at least $10 billion by 2027, according to estimates from Omdia.
 
Perhaps more eye-opening is that FAST channels continue to rise against premium streamer competition.
 
Tubi and Roku have a 1.7% and 1.4% share of total day persons two years and older viewing respectively, versus Peacock (1.3%), Max (1.2%), and Paramount+ (1.0%), according to the latest Nielsen measurement reading in April. 
 
Bottomline here is now we have almost all legacy media companies in alignment around FAST: Paramount Global (Pluto TV); Fox (Tubi); and NBCU (NBC Comedy Vault).
 
Yes, almost. What about Walt Disney? Turns out it is planning to go the FAST route around “Star Wars” and Marvel Universe content. 
 
But the plan isn’t entirely in keeping with the primary reason consumers go to these destinations: the monthly cost. According to reports, the company is likely to make consumers also be Disney+ subscribers, which requires a subscription and has a minimum $7.99 a month cost.
 
Doesn't that defeat those networks' use of that all-important, consumer-focused word in the media world: “free”?
 
Legacy media companies may not only need to rebrand some existing FAST networks – they may need to rebrand the business segment overall.

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2 comments about "NBCU Bigger FAST TV Move: Will Disney Join The Crowd?".
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  1. Ed Papazian from Media Dynamics Inc, June 4, 2024 at 11:54 a.m.

    Wayne, the basic problem that all of the streamers---some more than others---face is that there isn't enough viewing to justify excessively costly "original" programming investments. It's important to remember that when cable was in its heyday as a profit making enterprise---say about 15 years ago---- the cable channels were competing with broadcast TV for an average viewers' daily consumption of roughly 5 hours of TV daily. Even then few cable channels could have shown a profit without carriage fees. Today, streaming generates roughly 2 hours of viewing per person per day and there are at least 15 services of any size vying for these two hours---with only some being ad-supported.

    While many people  characterize FASTs as a new form of cable, in reality they are much more akin to a typical independent TV station's method of operartion and business plan. As with the old indies of yore, FASTs rely exclusiveley on ad revenues----they don't get carriage fees---- and as such they are competing not only with other FASTs for such incomes, but with linear TV. Under those circumstances investing big time in anything other than reruns and low budget reality fare, old movies,  game shows, etc. for the bulk of their program lineups just doesn't compute. A reasonably priced "original" once in a while ---fine---but  that's about it. The same point applies to "news". Is going in this direction the solution?The indies have certainly embraced TV news and used it to attract premium CPM paying advertisers---but news is costly---if you do it right--and there's lots of competition out there. What about sports? Again, that's a maybe---but a very costly one, hence high risk. 

  2. Ben B from Retired, June 4, 2024 at 7:51 p.m.

    I was surprised when NBC rolled out fast channels that they didn't have a sitcom channel last year I didn't think Coach or Major Dad was really a teen show in my opinion shouldn't have been on TNBC. I had a feeling that there was going to be a rebrand since the past couple of months had just been Major Dad, Coach, & Charles In Charge every two weeks before that there were 7 shows, Hang Time, Punky Brewster, Weird Science, & City Guys. Save By The Bell has its fast channel with The New Class as well where they should've put the other Peter Engle shows with Save By The Bell in my opinion. 

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