FAST Viewing Up 43% YoY, Ad Revenue to Exceed $12B by 2027
This Wurl article details the significant growth of Free Ad-supported Streaming TV (FAST), with viewing hours increasing 43% year-over-year and projected ad revenues exceeding $12 billion by 2027. It highlights how content investment, improved advertising capabilities like addressability and scene-level targeting, and a self-reinforcing cycle are driving this expansion, benefiting both advertisers and publishers.
Key Takeaways
- FAST viewing hours grew 43% year-over-year, with 45% of US households using at least one FAST service.
- Ad-supported streaming now accounts for over 45% of ad-supported TV, surpassing broadcast (29.6%) and cable (24.8%).
- Major media companies like E.W. Scripps Company, CNN, BBC News, and CNBC are investing in live news and sports content for FAST.
- Tubi streamed the Super Bowl live in 2025, accounting for nearly one-third of all streaming TV usage during the event, and surpassed 100 million monthly active users.
- Improvements in addressability and scene-level targeting allow advertisers to reach audiences with greater precision within FAST environments.
Why It Matters
The rapid expansion of FAST viewership and ad revenue signals its cementing role in the streaming landscape, attracting both major content investment and increased advertiser spend. This growth is fueling a re-evaluation of TV advertising, as brands can achieve incremental reach with advanced targeting capabilities. What to watch: Continued investment in premium live content and further innovations in ad tech will be key indicators of FAST's sustained trajectory.
Additional Context
The discussed growth in FAST aligns with broader industry trends. For example, Nielsen's 'State of Play' report from February 2026 highlighted that FAST services are increasingly important for advertisers seeking to reach younger audiences who are less engaged with traditional linear TV. Similarly, a report from the Video Advertising Bureau (VAB) in October 2025 noted that major advertisers are shifting budgets toward CTV and FAST platforms, citing the ability to reach cord-cutting households effectively.
Further, the emphasis on improved advertising capabilities, such as addressability and scene-level targeting, is a consistent theme across recent ad tech discourse. Adweek, in its March 2026 coverage of the annual IAB NewFronts, reported on several platforms introducing more granular targeting options for CTV, mirroring the capabilities described in the Wurl article. This push for more sophisticated ad delivery is seen as crucial for FAST to compete effectively with other digital advertising channels, by offering comparable data-driven campaign optimization. The increased focus on live programming, as exemplified by Tubi's Super Bowl stream, has also been a significant development. Variety, in its December 2025 year-end review, pointed to a growing trend of FAST services acquiring rights to live sports and news, driven by the higher engagement and monetization potential of these events. This indicates a strategic shift to elevate FAST content beyond traditional library fare, attracting a more diverse and engaged audience base.
Read full article at wurl.com
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