The Status Quo: Where We Started 

There was a time when cable TV was the most-watched platform in the U.S., pulling in both viewers and predictable ad dollars. With streaming’s rise to prominence, everything is shifting—not only what people are watching, but also ad performance. 

The Turning Point 

Last year, streaming video overtook cable TV in U.S. viewership. There are just a lot more moving pieces and parts to streaming, since it covers everything from Netflix, Hulu and Peacock to Free Ad-Supported Streaming TV (FAST) models like Roku TV, Freevee, Tubi and Pluto. 

How the Landscape is Changing 

FAST platforms are gaining serious traction. With subscription costs climbing, more consumers are turning to FAST services—not as backup options, but as primary sources. Nielsen backs this up, revealing that 70% of streaming consumers watched FAST content in the past three months. And check this out: Tubi made up 1.7% of all TV viewing in the U.S., just below Disney+, with Roku Channel at 1.4%, beating out Peacock and Max. 

What’s Driving the Disruption 

• Hundreds of channels to explore 
• Smart TVs = Instant access to FAST platforms that are already built in 
• Content presented in a way that feels like cable; no decision fatigue, just good content served up effortlessly 
• And let’s not forget, these platforms are growing fast (pun intended). They’re stacking their libraries with in-house, licensed and original content

The Impact Unfolding 

• Consumers flock to these platforms for their low barrier to entry, but they’re staying because the content rivals, and sometimes beats, the competition. 
•  FAST channels are a gold mine for brands looking to reach key audiences who aren’t on paid services, build awareness and drive quality traffic. 
• Our clients are seeing real success with FAST channels. For example, one client’s seeing Freevee drive website traffic at nearly five times the rate of traditional tactics like programmatic digital ads, search retargeting and site retargeting. 

The Path Forward 

FAST’s future? Bright. And it’s not slowing down. Consumers are getting the content they want (for free), and brands have direct access to diverse audiences to deliver their message in the right moments, in the right contexts. So, is FAST the right move for your brand? Here’s the play: Take calculated risks. Start small. Test and learn. Focus on your target audience and the content that aligns with your brand.