attracting huge audiences . Where audiences go , advertisers follow . In 2024 , it ’ s likely that advertisers will continue to shift their spending from traditional broadcast channels to new streaming channels .”
“ For many providers , the future of FAST is looking more promising by the day , with solutions gradually beginning to prioritise viewer experience above all else ,” notes Gatis Gailis , CEO and founder , Veset . “ The introduction and application of advanced data analytics will eventually lead to a sky-rocket in the performance and evolution of individual viewer preferences . This will not only improve the content variety and quality , but also enhance overall user experience , meeting consumer demand . In 2024 , FAST providers and the broadcast and media industry will see improved content personalisation and a drive towards technological advancements , leading to an overall improved experience for consumers and providers alike .”
According to Dror Mangel , vice president of products , Viaccess-Orca , while the expansion of FAST channels in 2023 offered viewers a vast array of content providing viewers with a lot more choice , it has also led to a situation where they are overwhelmed by the number of options they now have . “ In 2024 , we expect the video industry to address this via improved content discovery tools and more personalised viewing experiences for their audiences . For example , we ’ ll see a greater focus on audience segmentation — catering to specific interests — and a rise in personal FAST channels . These developments aim to provide viewers with a more curated and relaxed experience , moving away from the overwhelming choice to a more manageable , tailored selection of channels .” MONETISATION . Greg Morrow , GM , ViewNexa , expects the unabated growth of FAST channels to carry through 2024 . “ FAST is a proven formula for monetisation , and as such , a growing number of media organisations will continue to launch more targeted and niche FAST offerings ,” he predicts . “ FAST ’ s capabilities are giving broadcasters an opportunity to utilise their content libraries for FAST distribution . This gives viewers the opportunity to view content in different ways and in turn provides broadcasters with access to new monetisation potential particularly through advertising .”
“ FAST channels had a major moment in 2023 ; they surged in viewership , got prime placement on streaming platforms , and even received critical awards for their original programming ,” says Yoann Hinard , COO at Witbe . “ Furthermore , they seemed to be part of an industry swing that saw SVoD move back to AVoD , with major streaming service providers debuting ad-supported tiers and live streaming sports gaining traction at the same time . In 2024 , they seem firmly accepted as part of the streaming ecosystem that will continue to grow .”
Paul Davies , Head of Marketing , Yospace , notes Omdia research which suggests that 80 % of FAST channels revenue is coming from the US . “ I would expect that ratio to continue ,” he adds . “ There is a lot of untapped revenue for FAST in Europe , but you already have a healthy free-to-air market in Europe so I don ’ t think it will be the phenomenon it is in the US .”
Valerio Motti , MD EMEA at Zixi , suggests that in 2024 , there will be further diversification of content , including more niche and fully localised channels , as well as deeper integration with e-commerce and interactive advertising technologies . “ The total number of FAST users and time spent on FAST platforms will likely increase , due to the ongoing shift in consumer viewing habits towards free streaming content and the increase in the quality of the content available .” BUDGETS . Tough economic times means TV subs can suffer , but also put pressure on ad budgets . Is there the spend to go round ? “ While economic downturns typically lead to a reduction in discretionary spending such as TV subscriptions , they also prompt advertisers to seek more cost-effective ways to reach their audience ,” advises Amagi ’ s Smith . “ The increased inventory from AVoDs and FAST channels provides such an opportunity . There ’ s a balancing act , however , as advertisers scrutinise their budgets . The key is in the value proposition — delivering to the right audience at the right price point . Ad spend is still there , but it ’ s being allocated more strategically across platforms that can drive the highest return on ad spend ( ROAS ).”
“ In 2023 , harsh economic conditions had a noticeable impact on TV subscriptions and advertising budgets ,” suggests Broadpeak ’ s Guille . “ According to the Creation Agency , approximately 30 per cent of significant advertisers reported reducing their advertising
“ Advertisers are looking for more transparency , better targeting , and highquality content .” - Dave
Dembowski , Operative
“ The FAST landscape is characterised by a focus on innovation in ad insertion , delivery , and measurement .” - Anupama Anantharaman ,
Interra Systems
budgets , 30 per cent indicated increasing their 2023 advertising budget , and 40 per cent expected spending to remain the same . While advertising budgets seem stable , there
has been a significant shift in ad strategies , with many industries reallocating funds from traditional TV advertising channels to directto-consumer marketing . This trend reflects the broader move in consumer behaviour toward digital platforms and the need for advertisers to adapt to these changes while managing economic uncertainties .”
“ Though TV subscriptions may face challenges during economic difficulties , streaming providers are stepping up to counter potential declines ,” notes Harmonic ’ s Nicholson . “ Actions like restricting password sharing , embracing new ad formats such as shoppable ads , and incorporating virtual product placements are empowering service providers to expand their reach and improve personalisation . These efforts are shifting budgets from other advertising markets .” OPPORTUNITY . “ Embracing targeted advertising is an opportunity for service providers in the FAST environment to increase viewer engagement and boost revenue streams ,” says Interra ’ s Anantharaman . “ Given the increased popularity and demand for FAST , establishing a profitable and sustainable business model in this space requires strategic collaborations with companies that specialise in data and analytics – particularly ad-related data . In addition , partnerships with content creators and distributors are essential for building a competitive content library , while teaming up with advertisers and industry associations can help foster innovation that
EUROMEDIA 11