FAST Ad Revenue Nears $5 Billion by 2028; Cord-Cutters Drive Growth
A VAB analysis indicates that 61% of FAST viewers are "cord cutters" or "cord nevers" seeking free live TV experiences. S&P Global Market Intelligence/Kagan estimates that FAST advertising revenue will reach $5 billion by 2028, driven partly by increasing consumption among younger audiences. The article examines the growth trajectory of FAST channels and their appeal to those avoiding subscription costs.
Key Takeaways
- S&P Global Market Intelligence/Kagan forecasts FAST ad revenue to hit $5 billion by 2028.
- A VAB analysis indicates 61% of FAST viewers are "cord cutters" or "cord nevers."
- Younger audiences are increasingly utilizing FAST channels, viewing them as a free, ad-supported alternative comparable to YouTube.
- FAST offers a variety of content, including movies, library TV shows, sports, and non-scripted entertainment.
Why It Matters
The rapid ascent of FAST revenue towards $5 billion highlights a significant shift in viewer habits, particularly among those avoiding traditional pay-TV and expensive streaming bundles. This signals a sustained demand for free, ad-supported content, pressuring subscription services to justify their recurring costs. The connection between younger FAST users and platforms like YouTube suggests a future where ad-supported experiences are increasingly central to entertainment consumption. Industry players should monitor how effectively FAST platforms can expand content libraries and improve ad targeting to maintain this growth trajectory, especially as premium streamers explore their own ad-supported tiers.
Read full article at mediapost.com
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