FAST viewing hours growth hits 43% despite platform data hoarding

The disconnect between surging viewership and falling CPMs suggests a structural failure in the FAST advertising market. While platforms like Tubi and Pluto TV are tracked by Nielsen, smaller channels remain unverified, leading agencies to discount inventory they cannot independently audit. This lack of transparency gives distribution platforms an unfair advantage in content negotiations but ultimately suppresses the entire category's valuation. If the industry fails to adopt device-level verification, the shift from cable to streaming will continue to be marred by inefficient pricing. Watch for whether major platforms grant third-party measurement firms access to raw device-level data to stabilize ad economics.