The landscape of free ad-supported streaming television (FAST) is rapidly evolving, offering unprecedented opportunities for both content distributors and advertisers. According to a recent report by Gracenote, a leading content data business unit, the number of active FAST channels in key markets has surged significantly. This growth not only enhances viewer engagement but also presents new challenges and priorities for platforms aiming to capitalize on this trend. The report highlights the importance of metadata in enhancing user experience and enabling advanced content discovery and targeted advertising. With over 178,000 unique programs now available, viewers have access to an extensive range of options, transforming how they consume media.
In just a short period, the number of active FAST channels has nearly doubled since mid-2023, reaching more than 1,610 across major markets like the UK, Germany, the US, and Canada. The United States stands out as the frontrunner, hosting nearly three-quarters of all available FAST channels. This expansion signifies a shift in consumer preferences towards ad-supported streaming services. Moreover, individual channels are expanding their offerings; for instance, two Xumo channels alone provide over 300 titles each. This surge in channel numbers and content variety underscores the growing popularity of FAST platforms.
The evolution of FAST content is equally noteworthy. Gone are the days when FAST channels relied solely on outdated programming. Today, more than 70% of the content available on these platforms was produced after 2010, with only a small fraction dating back to before 1990. This shift towards fresher content reflects the industry's commitment to keeping up with contemporary tastes. Sports, reality, and news/commentary dominate the top genres, with reality shows experiencing the most dramatic growth. Since July 2024, the number of reality channels has skyrocketed by 626%, from 19 to 138. Additionally, sports channels have more than doubled in the past year, reaching 220 today. Entertainment remains the most prevalent genre, with 303 channels dedicated to live studio presentations.
User experience is paramount in this competitive environment. As viewers face an overwhelming array of choices, platforms must prioritize seamless navigation and content discovery. Metadata plays a crucial role here, providing detailed information about each program, which enhances search functionality and enables precise ad targeting. Tim Cutting, Chief Revenue Officer at Gracenote, emphasized that while FAST is unique, its success hinges on high-quality content. Gracenote's extensive metadata coverage, spanning over 40 million titles across 260 streaming catalogs in 35 languages and 80 countries, underscores the importance of this resource in driving audience engagement and advertising initiatives.
The rapid growth of FAST channels marks a significant milestone in the streaming television industry. As these platforms continue to expand, they will play an increasingly vital role in shaping how consumers interact with media. By prioritizing user experience and leveraging advanced metadata, FAST providers can ensure that they remain relevant and competitive in this dynamic market. The future of streaming looks bright, with ample opportunities for innovation and growth.