Rakuten TV: European FAST Viewers Use Services Daily, Consider Them Primary TV
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.
Key Takeaways
- 73.7% of European FAST viewers engage with services daily or multiple times per week.
- 80.1% of viewers view FAST as a primary TV source or an alternative to paid subscriptions.
- Over 82% of respondents accept advertising in FAST environments, especially if relevant or content-enabling.
- 93.7% of respondents primarily watch FAST content on their main TV screen.
- 45.9% of viewers use FAST to aid decisions on paid subscription services, while 30% use it to cut subscription costs.
Why It Matters
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.
Read full article at broadbandtvnews.com
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