Free, ad-supported streaming television (FAST) continues to gain in popularity, and a new report now suggests access to FAST content is not only desired, but a “must-have” for many users.
What You Need to Know
- Nearly half of regular FAST users (46%) now consider free, ad‑supported TV a must‑have in their entertainment mix.
- FAST users watch slightly more TV overall (24 hours/week vs. 22), but 60% still use FAST alongside paid services, not instead of them.
- Older catalog content, quick access, and low‑friction interfaces continue to fuel FAST’s appeal.
Due to the continual rising cost of streaming, FAST was initially seen by many as a cheaper alternative. To some, a downgrade even.
However, and as the FAST market has evolved, so has an appetite for it, with many now viewing FAST as an important part of their streaming experience.
According to new data from Hub Entertainment Research, the FAST sector is not only important to some, but irreplaceable. As Hub’s latest “FAST: Full Throttle” study highlights, 46% of regular FAST users view FAST services as a “must-have” part of the entertainment ecosystem.
Even for those that don’t consider it to be must-have, the appetite for free content is growing, with 55% of TV viewers stating they have used at least one FAST service, and 28% of FAST users stating they consume FAST content every day.
What’s more, FAST is helping to fuel viewership in general. According to the study, FAST viewers report watching around 24 hours of TV per week, and this compares to 22 hours by those who don’t use FAST services.
In spite of clearly developing its own place within the streaming industry, FAST still has a long way to go before it is deemed to be a good enough replacement for paid services.
The study found that 60% use FAST in addition to their paid services. This compares to only 15% of FAST users who say they “mostly” use FAST as a replacement for paid subscriptions.
Furthermore, FAST users estimate they spend about $75 each month on TV services, which is only slightly less than the $84 non-FAST users report, suggesting they still spend almost as much money.
“‘Free’ is a reason for people to try a service, but it’s not enough to create real engagement over the long term,” said Jon Giegengack, principal at Hub and one of the authors of the study.
Although free is always going to be the main selling point with FAST services, it is not the only one, with the ability to quickly access and the ease of use also proving to be popular benefits.
So is the catalog of content. As FAST services often rely on a older titles, they are increasingly become known as the place to find and stream these older titles, adding a unique nostalgia USP in the process.
32% of FAST users, for example, listed access to nostalgic content as a benefit of free services, with 46% stating they most often watch older shows on FAST services.
“This research shows the library content most FASTs are built around is actually a selling point for many users, as is the low-friction user experience of services that often don’t even require you to create an account. As the cost of streaming — and everything else — keeps rising, free streaming will keep gaining ground,” added Giegengack.
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