Rakuten TV research reveals that Free Ad-supported Streaming Television (FAST) has gone mainstream in Europe, with 73.7% of viewers using services daily or several times weekly, and 80.1% considering FAST a primary TV source. The study highlights growing viewer acceptance of advertising within FAST and its role as a content discovery and monetization platform for rights holders and advertisers.
Rakuten TV's findings solidify FAST as a foundational component of the European streaming landscape, moving beyond an emerging trend. The high user engagement and ad acceptance rates demonstrate a clear monetization path for content owners and platforms seeking advertising revenues beyond traditional models. This shift could accelerate rights holders' efforts to extend library value, and for advertisers, it signifies increased inventory on various surfaces, not just traditional breaks. Watch for continued expansion of genre-based and specialized FAST channels to meet identified audience demand in specific markets.
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