FAST Track to Success: why Free Ad-Funded Streaming is changing the face of CTV

Our latest research surveyed consumers from the UK, France, Germany, Spain, and Italy revealing significant FAST viewing trends and opportunities for advertisers to optimise their CTV strategies. These insights highlight the need for innovative ad formats and strategic targeting during peak viewing times.

Discover how you can leverage these insights to enhance your advertising strategies and achieve better engagement with your target audience. Get the report now.

“The surge in FAST’s popularity stems from increased smart TV adoption, content owners’ willingness to offer quality IP on FAST platforms, and advertisers recognising the potential to deliver a superior viewer experience with relevant content.” Edouard Lauwick, SVP Media EMEA, Rakuten Advertising.

Challenges and opportunities in a fragmented landscape

Navigating the fragmented TV landscape presents challenges in ad placement and value attribution. However, FAST offers a compelling solution, combining the broad reach of traditional TV with the precision of digital targeting. This blend not only makes it a cost-effective strategy for brands aiming to enhance their big-screen presence but also provides access to large, engaged audiences. With 64% of respondents across all regions owning a smart TV, a significant number watches FAST daily, demonstrating a strong preference for ad-supported content. Moreover, 80-90% of viewers across all surveyed territories prefer FAST over paid subscriptions. The use of non-skippable and audio-activated ads ensures that viewers receive the full impact of a brand’s message, further enhancing viewer engagement and brand recall.

Multi-Device Usage Trends

The trend of second-screening is on the rise, with significant portions of audiences in EU5 engaging with other devices while watching TV. In the UK, Germany, Spain, and Italy, 71-74% of viewers use a second device while watching TV, with France following closely at 64%. Most of the content consumed on these second screens includes social media and online shopping websites.

Far from detracting from the viewing experience, second-screening actually enhances it by allowing viewers to engage with additional content, interact in real-time, and deepen their connection with the primary screen. This behaviour opens new avenues for advertisers to employ innovative ad formats like QR codes and develop integrated multi-screen campaigns, ensuring content synchronisation across devices to capture the multitasking viewer’s attention.

Growth and Expansion of FAST in Europe

As the market evolves, FAST’s share in Europe is expected to grow from 17% to 22% by 2029, driven by the demand for premium, localised, and niche content. This growth presents a fertile ground for advertisers to tap into a highly engaged audience base through targeted and contextually relevant advertising. The UK and Germany are emerging as high-potential markets, with France, Italy, and Spain also experiencing significant growth through new channel launches. Viewers in these regions have shown a strong preference for free ad-funded services over traditional ad-supported subscription models, indicating a robust shift towards FAST that shows no signs of slowing down.

As FAST continues to reshape the advertising landscape, it emerges as a promising avenue for brands to effectively and cost-efficiently enhance their presence on the big screen.

Unlock the full report and gain detailed insights into FAST’s opportunities in the European market, empowering your advertising strategies with comprehensive data and forecasts.