FAST channels surge 42% as programmers shift beyond nostalgic content

The landscape of free ad-supported streaming television continues its dramatic expansion, with FAST channel availability climbing 42% since mid-2023 according to new data from Gracenote released March 2025. The research reveals a significant shift in programming strategy, as only 13.4% of current FAST programming originates from before 1990, challenging perceptions that these platforms primarily serve nostalgic content.

Reality programming leads growth surge

Reality programming emerged as the standout growth category, surging 626% from July 2024 to February 2025. The genre expanded from just 19 channels to 138 channels during this eight-month period, according to Gracenote Global Video Data. Sports channels, while experiencing substantial growth at 105%, remain secondary to reality programming's explosive expansion.

The United States dominates the global FAST landscape with 1,189 active channels, representing nearly 74% of the 1,610 total channels tracked in Gracenote's database. The UK follows with 153 channels, Germany with 109, and Canada with 85 channels. These figures exclude static or unmaintained channels without current programming schedules.

Programming diversity challenges nostalgic stereotype

Entertainment content leads FAST offerings with more than 300 channels, followed by sports with 220 channels and reality programming with 138 channels. This distribution sharply contrasts with subscription video-on-demand services, where entertainment, sports and reality genres remain scarce.

According to Gracenote's analysis, sports programming accounted for only 1.3% of SVOD content on Amazon Prime Video, Apple TV+, Disney+, Netflix and Paramount+ in February 2025. Entertainment content represented just 1.6% of these platforms' offerings, while reality programming comprised 1.9%. Drama dominated SVOD platforms at 23.4% of content.

"Yes, programs like Gunsmoke and Murder She Wrote are still in ample supply, but so are newcomers like Wicked Tuna, Cold Case Files by A&E and Anthony Bourdain: Parts Unknown," the report states, highlighting the programming evolution.

Distribution strategies distinguish FAST from SVOD

Content distribution in FAST operates under fundamentally different principles compared to subscription services. Very few FAST channels maintain exclusive distribution agreements, with content widely available across multiple platforms. This approach contrasts with SVOD services, where 91.5% of Amazon Prime Video content remained exclusive to that platform in February 2025.

The non-exclusive model enables viewers to access popular channels like the NFL Channel, MLB Channel and PGA Tour Channel across Pluto TV, Tubi and The Roku Channel. These channels primarily feature recaps, highlights and sports-related programming rather than live competitions.

Platform-branded channels sometimes appear on competing services, exemplified by the Pluto-branded Judge Judy channel's availability on The Roku Channel. This distribution strategy prioritizes audience reach over platform exclusivity.

Live sports emergence creates exclusivity shift

Live sports programming represents a significant departure from FAST's typical distribution model. Content owners approach live sports distribution with greater exclusivity than traditional programming types, according to the analysis.

Fox Corp. demonstrated this approach in February 2025 by offering Super Bowl LIX as a free livestream on Tubi, complementing airings on FOX, FOX Deportes, Telemundo and the NFL's digital properties. Roku launched its premium sports FAST channel in August 2024, featuring MLB games, Formula 1 races and Roku Originals developed with major professional sport leagues.

As of February 2025, 118 individual FAST channels featured team sports events, though not all broadcast live competitions. The NFL and NHL channels broadcast game replays, while Vix Premium Deportes and FanDuel TV Extra provide live sports programming.

"Content distribution strategies for live sports on FAST channels will be far more exclusive than they are for other program types," the report emphasizes.

Viewer migration drives industry interest

The FAST channel expansion coincides with significant viewer migration patterns. In January 2025, Tubi, The Roku Channel and Pluto TV combined for 4.7% of total TV time in the United States, according to Nielsen's The Gauge. Each platform now exceeds usage levels of Peacock, Paramount+ and Max.

Viewership growth reflects broader economic pressures affecting streaming consumption. According to the Deloitte 2024 Digital Media Trends survey, 40% of Americans cancelled at least one streaming service within six months, with 36% stating content doesn't justify subscription costs.

Adult American usage of Tubi increased from 8.8% in 2022 to 14.5% in the first half of 2024, according to Nielsen Scarborough data. Similar growth patterns affected Pluto TV and The Roku Channel during the same period.

Content discovery challenges emerge

The proliferation of viewing options creates content discovery difficulties for audiences. As of February 2025, approximately 1.7 million TV shows, episodes and movies were available across global SVOD services, while FAST channels offered more than 178,000 individual programs.

According to TiVo's Q2 2024 Video Trends Report, 73% of North American TV audiences require multiple applications to find desired content, with 42% using two or three services. Separately, a Harris Poll survey commissioned by Google found 48% of streaming subscribers cancelled services due to content discovery failures.

Mid-2024 TiVo research revealed only 15.5% of North American viewers and 16% of UK viewers know their viewing preferences when starting streaming sessions.

Metadata gaps hinder platform differentiation

FAST channels face significant metadata deficiencies that impact content discovery capabilities. Gracenote analysis found 31% of TV programs submitted for metadata enrichment lacked genre information. Many programs also missed imagery, parental ratings and production year data.

In January 2025, 66 active FAST channels operated without genre information, according to Gracenote Global Video Data. Across all FAST channels, only 8% contained secondary genre classifications, compared to more than 50% of CTV content having two or more genres.

The metadata shortage affects both channel-level and program-level categorization. Two Xumo movie channels each feature more than 300 individual titles, highlighting the scale of content organization challenges within individual channels.

Advertising opportunities expand with growth

Advertiser interest in FAST platforms continues increasing alongside audience growth. Media investment group GroupM projects streaming revenue will overtake linear TV revenue by 2029. Grand View Research estimates the global FAST market reached $9.4 billion in 2024, with expected compound annual growth rate of 23% through 2030.

Goldman Sachs forecasts 15% annual growth for the FAST universe through 2027. Major FAST platforms including Tubi, Pluto TV and The Roku Channel have initiated participation in annual TV upfront presentations to advertisers.

According to the IAB's 2024 Digital Video Ad Spend report, investment in FAST now matches spending on virtual multichannel video programming distributors and streaming platforms, with 75% of connected TV advertising purchased programmatically.

Nielsen's 2024 Annual Marketing Report indicates 17% of global marketers expect to increase CTV investments by 50% or more over the coming year. However, only 57% believe connected TV effectively supports their marketing objectives, ranking behind all paid channels except podcasts and native advertising.

Technical integration drives programmatic success

Content identification technology significantly impacts programmatic advertising effectiveness on FAST platforms. When programmatic advertising bids include Gracenote content IDs, advertising opportunities increase by 712%, according to Q4 2024 analysis of 6.8 billion publisher-supplied requests.

The analysis found inventory averaged just 0.73 biddable categories without enhanced content identification. However, prominent smart TV manufacturers submitted 2.4 million of 2.7 million bid requests with Gracenote IDs, averaging 10 different types of contextual information per bid.

Examination of 21.4 billion bid requests revealed only 32% included genre content attributes, meaning 14.6 billion requests lacked meaningful genre visibility for advertisers.

Platform differentiation challenges ahead

The abundance of non-exclusive content creates differentiation challenges for FAST platforms. Similar user experiences across platforms provide limited unique engagement opportunities, particularly when identical content distributes broadly.

As noted in PPC Land's analysis of connected TV developments, attention-based measurement approaches gain prominence across streaming advertising ecosystems. Enhanced metadata and improved user experiences become critical factors for platform success.

The report suggests platforms leverage electronic program guides with enhanced imagery and descriptions to create engaging user experiences. Updated interfaces reflecting current technological capabilities could differentiate platforms beyond content availability.

Timeline

• March 2025: Gracenote releases comprehensive FAST analysis showing 42% channel growth since mid-2023
• February 2025: Fox Corp. streams Super Bowl LIX free on Tubi complementing traditional broadcasts
• January 2025: Combined FAST platforms reach 4.7% of total US TV time according to Nielsen
• August 2024: Roku launches premium sports FAST channel with MLB games and Formula 1 races
• July 2024: Reality programming begins dramatic expansion from 19 to eventual 138 channels
• June 2023: FAST channel tracking reaches 1,000+ active channels globally

Related stories on PPC Land:

• DeepIntent launches FAST solution for healthcare streaming ads
• Kargo CTV campaigns achieve 78% higher attention than industry standards
• CTV shifts force media strategy pivot as 9 in 10 homes connect TVs
• Tubi surpasses 100 million users amid streaming advertising boom

PPC Land explains

FAST Channels: Free ad-supported streaming television channels represent linear programming distributed through internet connections without subscription fees. These channels combine traditional television scheduling with streaming technology, creating familiar viewing experiences funded entirely through advertising revenue. Unlike video-on-demand services, FAST channels maintain scheduled programming similar to traditional broadcast television.

Connected TV (CTV): Television content delivered through internet-connected devices rather than traditional broadcast, cable or satellite systems. Connected TV enables sophisticated advertising targeting and measurement capabilities while maintaining premium viewing environments. This technology encompasses smart TVs, streaming sticks, gaming consoles and set-top boxes that access content through internet connections.

Programmatic Advertising: Automated buying and selling of advertising inventory using technology platforms and data-driven decision making. In FAST environments, programmatic advertising enables real-time bidding on advertising opportunities based on content metadata and audience characteristics. This approach accounts for 75% of connected TV advertising purchases according to industry analysis.

Reality Programming: Content genre experiencing dramatic growth within FAST platforms, expanding 626% from July 2024 to February 2025. Reality programming includes unscripted entertainment, competition shows, lifestyle content and documentary-style productions. This genre's popularity stems from lower production costs and high audience engagement levels across diverse demographic segments.

Content Metadata: Structured information describing video programming characteristics including genre, ratings, cast, production details and thematic elements. Enhanced metadata enables improved content discovery, personalized recommendations and contextual advertising targeting. FAST platforms face significant metadata gaps, with 31% of programs lacking basic genre information during submission processes.

Streaming Platforms: Digital services delivering video content over internet connections to connected devices. Major streaming platforms include subscription services like Netflix and Disney+, alongside advertising-supported options like Tubi and Pluto TV. These platforms serve as content aggregators and distributors, utilizing various monetization models from subscriptions to advertising revenue.

Linear Television: Traditional scheduled programming broadcast at specific times through cable, satellite or terrestrial distribution methods. Linear television maintains predetermined schedules requiring viewers to watch content during designated time slots. This format contrasts with on-demand streaming services that enable viewer-controlled consumption timing.

Sports Programming: Live and recorded athletic content representing significant growth opportunities within FAST channels. Sports programming grew 105% in FAST environments, though live sports maintain more exclusive distribution strategies compared to highlights and replays. These channels primarily feature game recaps, analysis shows and historical sports content.

Video-On-Demand (VOD): Content delivery allowing viewers to select and watch programming at their preferred times. VOD services include subscription-based platforms charging monthly fees and advertising-supported variants providing free access. This consumption model contrasts with scheduled linear programming by offering complete viewer control over timing and selection.

Audience Measurement: Systematic tracking of viewership patterns, demographics and engagement levels across television and streaming platforms. Nielsen and other measurement companies provide industry-standard metrics for advertising planning and content strategy development. These measurements increasingly incorporate connected TV viewing data alongside traditional television metrics to provide comprehensive audience insights.

Summary

Who: Gracenote, a Nielsen company, analyzing FAST channel development alongside major streaming platforms including Tubi, Pluto TV, The Roku Channel, and traditional media companies like Fox Corp., Paramount, and Roku Inc.

What: Free ad-supported streaming television channels increased 42% since mid-2023, reaching 1,610 active channels globally, with reality programming surging 626% and only 13.4% of content predating 1990, challenging nostalgic content assumptions.

When: The analysis covers data through February 2025, with the comprehensive report released in March 2025, tracking developments from June 2023 through early 2025.

Where: The United States leads with 1,189 channels (74% of global total), followed by the UK (153), Germany (109), and Canada (85), representing the primary markets for FAST channel deployment.

Why: Rising subscription costs, economic uncertainty, and cord-cutting behaviors drive viewer migration to free ad-supported content, while advertisers seek alternatives to declining linear TV audiences and improved targeting capabilities through streaming platforms.