Worried about the latest data showing the entire connected TV (CTV) ecosystem is seeing more maturation?
What does this mean for businesses that are seemingly defying that trend --
FAST networks? Very little, apparently.
With consumer pricing for all products continuing to rise -- as well as premium subscription-based streaming platforms seeing nonstop price hikes --
will we see more TV subscribers flocking to Tubi, Roku Channel, Pluto TV and scores of other free, ad-supported/streaming platforms?
Even if you are a legacy TV company, you don’t want
to leave any missing advertising dollars on the floor in this marketplace.
FAST is almost solely dependent on the ad business. And this comes as some big media holding companies have trimmed
their advertising forecasts in 2025.
From a consumer experience perspective, maturity is still a ways off. Perhaps too much advertising on FAST platforms would result in a poor user experience
and could cap viewing. Analysts worry that cost per unit (CPM) pricing would then suffer some declines.
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And then there is the measurement issue. Standardizing viewing metrics seems far off for
brands that want to analyze comparisons for proposed media campaigns.
Until then, no worries. Why? Double-digit percentage growth in all key areas is still on track to come in 2026 and well
beyond with more viewers, channel count expansion and rising ad dollars.
Mordor Intelligence estimates that the global FAST market will have
compounded average growth of over 17% through the next five years, rising to $27.14 billion. This year is estimated to hit $12.26 billion.
Right now there are 1,850 active FAST channels
globally, up 14% since the first quarter of this year, and over 70% higher since 2023, according to Nielsen’s Gracenote.
Viewing is much on the same trend line. Next year, hours are
likely to grow 30-50% over 2025 in the U.S. in many markets, according to eMarketer.
So if FAST continues to get top speed, start placing your bets on who could be running out of gas.
Soon?