FAST sports programming is growing faster than the launch of dedicated FAST sports channels. This is according to the latest data from Nielsen’s Gracenote, which took a closer look at the general increase in FAST distribution.
What You Need to Know
- The volume of FAST sports titles is expanding at more than twice the rate of new FAST sports channels.
- Sports programming appeared on 20 non-sports FAST channels in July.
- Free sports titles are outpacing the FAST sector overall, as well as the growth rate of general TV programming titles.
It is no secret that the FAST market is continually trending upwards. While the advertising side benefits heavily from the increased use of ads, consumers benefit equally as well thanks to the removal of a paid subscription.
As the FAST market has continually expanded, so has the variety of sports channels and sports programming that’s now available to stream for free.
Based on the latest Gracenote Data Hub analysis, sports program titles are up 31.2% year over year, with individual games and events also up 37.5% year over year.
In comparison, the analysis found that growth in sports channels only increased 13.8% year over year.
Sports programming isn’t only growing faster than sports channels, but also faster than the overall FAST category (sports and non-sports). For example, the data found the overall number of FAST channels increased 17.5% year over year.
At the title level, the 31.2% year-over-year increase in sports program titles dwarfs the 19.4% year-over-year increase in TV program titles.
One of the reasons for this growth is that sports programs are no longer just available on FAST channels. The analysis found that sports programming appeared on 20 non-sports FAST channels in July.
As Gracenote points out, this approach resembles the strategy taken by traditional television, where sports is not only found on dedicated channels but also on many non-sports channels as well.
A prime example of this is linear channels like ABC, CBS, Fox and NBC. While not traditional sports channels, these, and many other TV channels primarily seen as entertainment channels, broadcast a good degree of live sports throughout the year.
In spite of FAST sports programing seemingly outpacing the launch of FAST sports channels, the free sports channel market in general is continuing to grow at a steady rate.
According to Gracenote’s analysis, the number of FAST channels classified as sports channels now stands at 264.
FAST in general is also continuing to expand, with this latest market analysis pointing to the overall number of FAST channels having climbed to 2,172 in total.
Start the conversation