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Ad-supported streaming services: Worth a buy?

Updated: Jan 31

FAST, or free ad-supported streaming TV, is staking its claim in the 2025 streaming wars

television displaying open mouth against pink background
A growing number of Americans would rather see ads than pay for subscriptions.

The SVOD (subscription video on demand) wars are hotter than ever, with Disney merging Hulu Live TV with Fubo and Netflix raising user fees after a major growth spurt. But there's another, more quietly growing corner of the overall streaming sandbox.


Ad-supported video on demand (AVOD) and Free Ad-Supported Television (FAST) channels are emerging as compelling alternatives for both viewers and advertisers. While the FAST market is still nascent, recent data suggests a bright future ahead.


What are the most popular free ad-supported streaming services?


The days of FAST being a well-kept secret are long gone. According to Comcast, an overwhelming 93% of consumers now recognize at least one major free streaming service like Tubi, Xumo, Pluto, The Roku Channel, or Freevee; signaling a dramatic rise in awareness.


2024 data from EMARKETER shows that 66% of US TV viewers would rather watch ads and save $4-5 on subscriptions per month, up 5% from 2023.

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Why is it growing in popularity, besides that it's, well, FREE?

 

Simply, the ease of use. All you need is internet and your laptop, phone or smart TV. No subscription required, and sometimes you don't even need to log in. Just flip it on and scroll through channels, like TV in the good ole days. If you haven't tried it for yourself, check out Tubi or Pluto TV and you'll find everything from live sports to classic episodes of The Price is Right.


More importantly, these platforms are delivering on their promise – 56% of viewers report positive experiences with FAST channels, and an impressive 69% consistently find content that appeals to them.


News programming leads the pack in popularity, but the content spectrum spans far beyond headlines. Crime TV series, movies, and various other genres have found their home on these platforms, creating a diverse content buffet that rivals traditional cable offerings.


The linear nature of FAST channels, mimicking traditional TV's familiar flow, has proven to be a significant draw for viewers seeking a more structured viewing experience.


Are FAST channels worth the buy for advertisers?


For advertisers, FAST platforms represent a goldmine of opportunities. These services offer precision targeting capabilities that traditional television can't match, allowing brands to reach specific audience segments with unprecedented accuracy.


The ability to connect with cable subscribers through a digital medium, combined with cost-effective advertising rates, makes FAST an increasingly attractive proposition for media buyers.


Benefits of advertising on free ad-supported streamers:


  • More efficient & higher impressions than other CTV platforms

  • Additional touchpoints to reach your audience on incremental platforms

  • More flexibility to find your audience, given fragmented viewership habits

  • More access to premium content across smaller platforms


However, the terrain isn't without its challenges. Transparency remains a persistent concern in the FAST channel market.


Direct buyers currently enjoy privileged access to valuable data – such as Samsung's automatic content recognition (ACR) information – while programmatic buyers often face limited visibility into their advertising performance.


women with glasses watching television on blue couch

What's the future of FAST media buying?


The future of ad-supported streaming services points toward a fascinating convergence with traditional linear television.


Industry leaders anticipate increased focus on personalization and enhanced user experiences, blending the best aspects of both worlds. Major players like Comcast Advertising and Xumo are already pioneering this evolution, developing sophisticated tools and services for advertisers looking to capitalize on the FAST phenomenon.


These platforms are also investing more resources in advertiser education, helping brands understand and leverage the unique benefits of free, ad-supported television.

As viewers embrace these free alternatives and advertisers discover their potential, FAST channels are positioning themselves as a vital component of future media plans.


While social media platforms face increasing scrutiny and Connected TV (CTV) advertising commands premium rates, FAST channels represent an exciting frontier for brands seeking to connect with audiences from the comfort of their couches.


Curious about telling your brand's story on FAST or traditional streamers?

Drop us a line! We love talking TV.


 

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