Rakuten Report: 74% of Europeans Watch FAST Daily, 82% Accept Ads
A new report from Rakuten TV Enterprise, presented at SXSW London, indicates that FAST channels have become mainstream in Europe, with 73.7% of viewers watching daily or several times a week. The study of 750 European consumers found high acceptance of advertising (82.3%) and that FAST is evolving into a significant strategic opportunity for content owners and IP monetization.
Key Takeaways
- 73.7% of European FAST viewers watch daily or multiple times a week, with 60.7% expecting to increase usage.
- 80.1% consider FAST a "main way" to watch TV or an alternative to paid streaming services.
- 82.3% of European consumers expressed willingness to accept advertising on FAST channels.
- Nearly 46% of viewers use FAST to inform SVOD decisions, while 30% use it to decide which subscriptions to cancel.
- Local content is important to 92.4% of viewers, though market dynamics vary (e.g., UK sees discovery, Germany sees fatigue).
Why It Matters
Rakuten's data confirms FAST's significant maturity in Europe, indicating it's no longer just an emerging trend but a primary viewing behavior for a substantial portion of the audience. This validates the business model for content owners seeking new avenues for audience growth, content discovery, and monetization outside of traditional subscription models. The high advertising acceptance signals a healthy ad-supported ecosystem developing across key European markets. Watch for increased investment in localized content and expanded FAST channel offerings as platforms compete for this engaged, ad-tolerant audience.
Read full article at msn.com
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