models and more about expanding how audiences engage with content. FAST, subscription and linear distribution models are increasingly working in tandem, allowing studios to extend the life of proven franchises, reach new viewers and unlock additional value without sacrificing performance elsewhere. By leveraging data, audience behaviour and decades of content insight, media companies are deploying FAST to complement existing channels and create a more resilient and diversified ecosystem.
Casino highlighted how this approach has enabled NBCUniversal to bring both classic and contemporary content to FAST audiences while continuing to see strong performance across platforms.
“ FAST doesn’ t replace traditional distribution, it extends it,” said Casino.“ What we’ re seeing is that when great content shows up in multiple places, it creates incremental value rather than cannibalisation— allowing franchises to thrive across FAST, streaming and linear channels.”
Creators emerge as the new studios
The panel also examined how the changing nature of consumer habits and television platforms means content creators do not have to work exclusively with legacy studios to reach a broad audience. As this medium expands from social platforms to the living room, FAST is helping bridge digital culture and traditional TV, while also serving to elevate its production quality.
Samsung TV Plus was highlighted as a platform that helps creators evolve from digital-first brands into full-fledged television studios, helping expand reach, unlock new monetisation opportunities and introduce content to broader, global audiences.
Live and interactive experiences drive engagement
Looking beyond on-demand viewing, panellists discussed how live programming such as concerts and interactivity are reshaping the television experience by creating shared moments that audiences actively participate in.
With features such as synchronised premieres and real-time participation, technology is transforming television from a passive activity into an interactive experience— fostering connection, excitement and a sense of belonging that brings viewers together organically. Together, the panellists agreed that the future of television will be defined by flexibility, cultural connection and experiences that invite participation, not just consumption.“ Authentic content that creates cultural connection and brings people together is what matters most,” said Brodsky.“ That’ s why we’ re investing in live events, creator programming and interactive formats that remind people why TV has always been the centre of the home.”
Study: FAST viewership seeing exponential growth
Research from Roku, the streaming specialist, and Horizon Futures Group shows FAST is reshaping how viewers engage with content in a new, cablelike experience and what this means for advertising growth.
The study, based on Roku’ s proprietary viewership data spanning 90 million households alongside surveys of 1,500 streamers, shows that adoption of FAST has increased dramatically in recent years. Today, over half( 57 per cent) of households that were streaming only ad-free in 2020 now watch FAST content.
The study defines FAST as free, live streaming content delivered on a schedule in a familiar, electronic programming guide format within streaming apps such as Roku Channel.
Among the key findings:
• If FAST viewership across all channels were aggregated into a single app, it would be the fourth largest on Roku by reach.
• Since 2020, FAST viewing on the Roku Channel has seen significant growth, 262x relative to the overall TV streaming market according to Nielsen( reinforcing Roku’ s claim in its 2026 Predictions report that 100 per cent of audiences will see video ads this year)
• 64 per cent of US homes currently watch FAST content.
• Viewers feel that FAST delivers more premium content than linear TV. Half of streamers agree FAST has personal favourites they like to watch again and again— their top marker of premium content.
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Report: Continued growth for AVoD, FAST in US
Comscore, a specialist in measuring and analysing consumer behaviours, has released its 2025 State of Streaming report, revealing how consumer behaviour continues to reshape the US streaming landscape. A key finding is that audience expansion in both ad-supported( AVoD) and FAST channels shows no signs of slowing with big gains across the board.
According to the report, total hours watched across major free
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ad supported streaming services grew by 43 per cent year-overyear.
As advertisers seek scalable, high-impact inventory and consumers demand both affordability and ease of use, FAST channels have emerged as a critical growth engine blending the familiarity of linear TV with the convenience of streaming. At the same time, ad-supported tiers are gaining popularity across major SVoD services. Netflix now sees 45 per cent of total household viewing hours on its ad-supported tier, up from 34 per cent just one year ago.
“ Consumers are navigating
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crowded streaming options with the clear intention that they want value, simplicity, and content that’ s easy to access,” said Jen Carton, SVP, Product Management, at Comscore.“ This year’ s State of Streaming reflects that shift and shows how FAST and ad-supported options are meeting those needs in a way that’ s culturally resonant and commercially viable. For Comscore, our mission is to illuminate this transformation and help the industry understand what’ s next.
Overall, connected TV( CTV) streaming in internet-enabled homes reached 96.4 million
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households, an increase of 849,000 year-over-year. The time spent streaming rose to 13.9 billion hours, a 6 per cent increase year-over-year. The average household watched content from 6.9 streaming services, reflecting modest growth as the market reaches maturity.
With households now spending nearly 5 hours per day streaming, it has become the default viewing experience for millions of Americans. For many households, creator-driven video sits alongside premium series, sports, and films as everyday viewing.
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EUROMEDIA 11 |