Cover Story
Cover Story
FAST Money
James Smith , executive vice president and general manager of Amagi ADS PLUS , says the growth of FAST channels is driven by consumer demand — especially among cord-cutters and millennials — for free content and the diversification of revenue streams for content owners . “ We ’ ve
AVoD and FAST channels were real growth points in 2023 . How has the overall TV ad market reacted to so many more ad avails ? Colin Mann spoke to a range of industry practitioners .
seen a proliferation of niche channels catering to specific interests , which has expanded the market . For 2024 , we anticipate this trend to continue , with more personalised and localised
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FAST channels emerging , leveraging advanced content delivery networks and cloud-based playout systems to reduce operational costs and enhance viewer engagement .”
“ Last year , we witnessed the globalisation of FAST channels ,” notes Mathias Guille , vice president of cloud platform at Broadpeak . “ While the US is still an ultra-dominant FAST market , other regions finally woke up and launched more FAST platforms and channels . Local brands began expanding internationally using FAST channels to directly reach consumers ( for example , ITVx launched 15 international FAST channels and introduced Schitt ’ s Creek as a single IP channel across 40 territories in Latin America ).”
“ In 2024 , we will see the arrival of Premium FAST channels ( PAST ), enabling top-notch brands and content owners to take advantage of opportunities beyond traditional means and attain a broader reach . Last year , there were early signs that PAST channels would prevail , including the recent interest shown by Major League Baseball ( MLB ).” GROWTH . “ In 2023 , we saw entry-level video services expanding their reach on FAST platforms and smart TV providers updating user interfaces to sustain growth ,” notes Allan Nicholson , senior director advertising
“ We ’ ve seen a proliferation of niche channels catering to specific interests , which has expanded the market .” - James Smith , Amagi solutions and strategy , Harmonic . “ Looking ahead in 2024 , we anticipate there will be increased demand for premium content on FAST and AVoD channels , coupled with the adoption of more imaginative advertising styles . This shift is poised to alter the current ecosystem as premium content providers figure out the most effective ways to monetise their content .
According to Anupama Anantharaman , vice president , product management at Interra Systems , the explosion of FAST channels last year has not only driven transformations in consumer behaviour but also innovations in ad insertion , data monetisation , and more . “ Channel quality monitoring solutions that ensure ad marker integrity throughout the encode , transcode , and playlist preparation stage , and the use of data analytics while incorporating the most recent SCTE standards , has resulted in the ability to stream video at the highest possible quality .”
“ In addition , while broadcasters are incorporating OTT streaming and FAST into their services , they are developing more distinctive and unique programming that diversifies their content . Methods to seamlessly integrate ads across both traditional broadcast , FAST channels , and OTT streaming platforms – to boost revenues – are being explored . At the same time , we ’ re also seeing more and more investment in data and analytics tools to enhance personalisation and improve viewing experiences – which is critical in today ’ s highly competitive streaming market .” SPENDING . Dave Dembowski , SVP of Global Sales at Operative , suggests that media companies with FAST and AVoD offerings were in a good position to capture spending in 2023 . “ While premium CTV content still commands higher CPMs , AVoD and FAST are