U.S. FAST sector channel expansion slows to 6% as market matures
One Touch Intelligence reports that the U.S. FAST sector is maturing, with channel counts growing by 6% year-over-year to 2,027 while ad load frequency has stabilized at approximately five breaks per hour. Data shows a shift toward increased content differentiation, with nearly 42% of channels exclusive to a single platform and improved ad uniqueness metrics across leading providers.
Key Takeaways
- Nearly 42% of the 2,027 tracked FAST channels are now exclusive to a single streaming provider.
- Ad load frequency has stabilized at a de facto industry standard of approximately five breaks per hour.
- The Roku Channel achieved an 87.4% unique ad rate, leading the industry in reducing ad repetition.
- Local news has emerged as a major distribution pillar, with over 150 channels operated by Tegna, Gray, Hearst, and Sinclair.
- Sling Freestream leads in linguistic diversity with 18.3% of its content spanning more than 18 non-English languages.
Why It Matters
The slowdown in channel growth signals that the 'land grab' phase of FAST is over, replaced by a focus on inventory quality and yield management. For advertisers, the tightening of ad loads to a narrow 1.8-minute range across providers creates a predictable, linear-like environment that simplifies cross-platform planning. The high rate of exclusivity suggests platforms are moving away from commoditized content toward 'walled garden' programming strategies to drive user retention. Expect the next phase of competition to center on ad-tech sophistication and authenticated viewer data rather than sheer volume. Watch for whether platforms like Pluto TV can maintain high fill rates while capping ad loads at traditional linear levels.
Additional Context
The shift toward FAST maturation coincides with broader viewer adoption, as EMARKETER projects U.S. FAST viewership will reach 131.4 million people in 2026. This growth is increasingly driven by 'super-cable' fatigue, where the cost of ad-free streaming tiers rose significantly between 2020 and 2025 (per Mountain, May 2026). As supply stabilizes, major players are repositioning FAST as a core funnel for the entire streaming stack; for instance, Paramount Global’s Pluto TV now accounts for over 2% of total U.S. TV consumption, serving as a critical entry point for the company's broader DTC ecosystem (per Cord Cutters News, February 2026).
Beyond just reach, the financial profile of the sector is becoming more robust. PwC estimates that U.S. FAST advertising revenue will hit approximately $9 billion by 2029, a nearly double increase from 2024 levels (per Variety via Substack, January 2026). To capture this, platforms are integrating more live programming—particularly sports and local news—which historically commands higher CPMs and better viewer retention. However, internal data suggests that the 'one-size-fits-all' approach is fading; while some platforms like Philo Free remain heavily unscripted, others like MyFree DirecTV have doubled the industry average for sports content to 20% to differentiate their value proposition in a saturated market.
Read full article at streamtvinsider.com
Enjoy our coverage?
Add StreamingMeme as a preferred source on Google to see more of our streaming news at the top of your Search results.
Add as preferred source