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FAST and Streaming – Professional Essentials from NewscastStudio

Delving into FAST's growth, personalized content and streaming’s influence on traditional broadcasting models.

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STREAMING TV

PROFESSIONAL ESSENTIALS

Consumers,

advertisers

love FAST

PAGE 3

How Gen Z is

driving the future

of streaming

PAGE 5

PAGE 7

Key strategies

for engagement

on FASTs

THE TRADE PUBLICATION

FOR BROADCAST PRODUCTION

MARCH

2024

NEWSCASTSTUDIO.COM

By DAVID DEMBOWSKI

Head of Global Sales and Account Management

Operative

Free ad-supported TV (FAST) is grow-

ing, well, fast.

There are several reasons why viewers

are taking to the new channel so quick-

ly. First, FAST is part of the general trend

moving from traditional broadcast and lin-

ear TV towards streaming technology. In

the U.S., streaming overtook cable TV in

July of 2022 to become the most popular

way to get TV. Globally, streaming growth

rates are much higher than other TV op-

tions.

Around the world, consumers like that

streaming offers better choices at a better

price point - a win-win. FAST is a streaming

option that is appealing to cost-conscious

viewers who are tired of paying subscrip-

tion fees. The majority of respondents in

one major study showed that people are

willing to watch ads to save money.

Viewers also like that FAST is truly dig-

ital. With connected TVs (aka

CTVs) in nearly three quarters

of every household in the Unit-

ed Kingdom, for example, mil-

lions of people have the prom-

ise of interactive, addressable

viewing in their homes. Young-

er generations, in particu-

lar, are used to social media

platforms, where commerce,

communication and content

are all combined. FAST, and

streaming in general, is likely

to evolve in that direction in

the future, and consumers are embracing

these innovations.

FAST opportunities

Having a competitive FAST offering

gives broadcast and cable companies an

opportunity to appeal to advertisers in

new ways. First, FAST is where audiences

are moving. If broadcast and cable publish-

ers want to remain competitive, they need

streaming options like FAST to

deliver access to these shifting

audiences.

Advertisers are following

consumers to FAST, and media

companies will be well served

to create FAST offerings that

highlight all of the best ele-

ments of the channel to meet

advertiser demand. Advertis-

ers like FAST combine the big-

screen

attention-capturing

appeal of broadcast TV with

the addressability, targeting,

measurement, reporting and

interactivity of digital. While TV is often

pre-sold in blocks of placements through

up-fronts and manual insertion orders,

advertisers want to be able to buy FAST

TV programmatically, and they want to

buy against specific audiences, not just

content types. This allows them to create

By MICHAEL P. HILL

Founder and publisher

NewscastStudio

Free ad-supported streaming

TV, also known as FAST, has al-

ready become a major player in

the broadcasting industry.

This makes it an exciting time

to be in the business, with new

channels and services launch-

ing left and right. Content own-

ers and platform owners are also

challenging the rules and existing norms

that this young niche has already estab-

lished.

From a content producer or owner’s

perspective it’s now possible to monetize

millions of hours of programming that

might otherwise go unused. With low bar-

riers to entry, it’s possible to dream up a

FAST channel for just about any type of

programming, genre or niche.

Sure, not every channel is destined to be

a runaway hit, but they don’t necessarily

have to still bring value to consumers and

content owners.

The rise of FAST is also challenging lin-

ear television and subscription video on

demand services, SVOD, like never before

and there’s a flurry of activity to come out

on top once the dust settles.

FAST also has the pontential to upheave

the advertising industry. Ad tech inno-

vations are delivering new ways for mar-

keters to reach consumers, but

there’s always the fine line of

just how many ads are too many.

FASTs also bring new levels of

targeting, dynamic advertising

and analytics, including deliver-

ing better ROI and insights for

advertisers.

FASTs are also eager to keep

viewers engaged during ad-

vertising, since losing eyeballs

during breaks has the potential to

upend the whole profit center of FAST, just

like the fast-forward button on VCRs and

DVRs did to linear TV.

All these launches, changes, tests and

tweaks make for a dizzying amount of in-

formation to keep track of.

In this digital magazine, we’ve gathered

experts from across the industry to share

their insights into all aspects of FAST.

We hope you find this information useful

during this exciting, but challenging, time

in broadcasting.

Michael P. Hill founded NewscastStu-

dio, then known as SetStudio in 2003. The

site changed its name in 2008 to reflect a

broader scope of coverage. The site has

since expanded to offer full coverage of

broadcast news, sports, entertainment and

more, incorporating the areas of technolo-

gy, business and design.

THE TRADE PUBLICATION

FOR BROADCAST PRODUCTION

@newscaststudio

EDITORIAL

FOUNDER & PUBLISHER

MICHAEL P. HILL

EDITOR IN CHIEF

DAK DILLON

FEATURES EDITOR

JACOB BILLINGSLEY

NewscastStudio, The trade publication for

broadcast production and related marks and

trade dress are marks of NewscastStudio.

The claims made in this publication are those of

the individual manufacturer or developer. This

publication does not guarantee the accuracy of

any claims made about a product or service and

any such use of a product or service is governed

by the business relationship between the end-

user and manufacturer or developer. Statements

and opinions made in this publication are those

of the person or organization they are attributed

to and do not necessarily represent the opinions

of the publishers or other organizations featured

in this publication. This publication contains

content that is provided and published as part

of a paid advertising relationship between the

publisher and the organizations featured. Some

product reviews may have been written based

on complimentary review units provided by the

manufacturer or developer. These units may be

retained by NewscastStudio.

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Getting up to speed on FAST

The market’s red hot and there’s a lot to keep track of

More viewers love FAST TV,

advertisers are following suit

A competitive FAST offering gives broadcast and cable companies

an opportunity to appeal to advertisers with innovative new offerings

FAST ADVERTISING

NewscastStudio offers a wide variety of

partnerships for companies and organizations

to reach decision-makers in television

production roles around the world, including

dvertising and advertorial in future installments

of this publication

Banner advertising on NewscastStudio.com

Email newsletter advertising

Sponsored partner content

Press release publication

For details, email our advertising sales team

at advertising@newscaststudio.com

HILL

DEMBOWSKI

Continued on next page

WELCOME

NewscastStudio expands coverage

Many broadcast industry pros have the

misconception that NewscastStudio only

covers the television news industry, re-

rerring to national news networks, cable

news and local news. That’s far from the

truth, especially after the site’s recent ex-

pansion into more areas of coverage from

across the industry.

The NewscastStudio website is updat-

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news, sports and entertainment broad-

casting. The site covers broadcast tech-

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more targeted creative, and to optimize

performance throughout a campaign.

FAST is also an opportunity to offer

more flexibility and choice to advertisers

and to become more agile. With so many

more levers to pull on FAST, advertisers

are finding that they can get high perfor-

mance. In fact, demand for FAST often

outpaces supply, even though the channel

is growing quickly. Scheduling cable and

broadcast is much less flexible, with few-

er opportunities to target audiences or

optimize and measure performance. For

example, in FAST, advertisers can create

personalized creative that is dynamically

inserted based on the content someone

just saw or other customer data that can

come from other channels.

What’s more, cable and broadcast ad

serving and distribution is much less dy-

namic. With FAST, media companies can

get real-time performance insights and

make changes to maximize ROI based on

advertiser KPIs and improve their own

revenue opportunities. FAST providers

need the right software in place to track

and optimize campaigns and pull reports

on demand.

Targeting and data also matter. If a

sports apparel advertiser buying on a

FAST app could target viewers who have

shown interest in sports apparel across

digital channels such as shopping on

e-commerce sites, that’s much more accu-

rate than targeting viewers of sports con-

tent as in traditional broadcast targeting.

Great targeting allows for much more fo-

cused media buying and much more rele-

vant advertising.

FAST is just getting started

To succeed with viewers and advertis-

ers, FAST providers need to keep growing

and innovating. Advertisers are adapt-

ing to shifts in consumer behavior in re-

al-time, which means that their demands

will shift quickly, as well. At the same time,

FAST providers need to make it as easy as

possible for advertisers to buy at scale and

reach key audiences.

One way to appeal to buyers is with self-

serve sales. Advertisers and their agencies

are used to self-service from major digital

platforms, and even smaller and local ad-

vertisers will like the convenience and

control that self-service provides.

Another importnt element that FAST

providers need to have in place is a tech

stack that streamlines the sales, order

management and reporting processes in

a way that works with their other chan-

nels. Consolidating media sales across

channels is important to reduce friction

and complexity. Broadcasters often have

content on other channels, such as broad-

cast or digital and need to have a unified

product offering. Having a single IO for

advertisers buying across channels, being

able to measure and optimize throughout

a campaign, and pricing and packaging in-

ventory effectively will all set FAST provid-

ers up for success in the long term.

David Dembowski is the Head of Global

Sales and Account Management at Oper-

ative. He spearheads the expansion and

growth of Operative across existing and

new markets worldwide. Dembowski is an

accomplished sales leader with extensive

digital media and adtech experience. Prior

to joining Operative, Dembowski led data

analytics and SaaS sales across leading

linear, CTV/OTT, DOOH, and digital eco-

systems for Standard Media Index. He has

also held leadership sales roles at Ignitio-

nOne, NetMining and Yahoo!. Dembowski

has served on a variety of boards for

industry organizations, including the IAB

and the ANA. He received a B.A. in History

from the University of New Hampshire and

his MS in Strategic Communication and

Leadership from Purdue University.

Continued from previous page

By RAMAN ABROL

Chief Executive Officer, Vubiquity and General Manager,

Amdocs Media

Home entertainment has shifted and

evolved with each generation. Gen X was

the first to enjoy premium television, like

HBO. Millennials were the first to cord

cut, prioritizing streaming over cable. And

Gen Z has grown up amidst the streaming

war. Through these periods of home en-

tertainment evolution, consumers have

been given more and more access to con-

tent in an increasingly convenient man-

ner. Access and content once differentiat-

ed streaming companies from traditional

entertainment studios, and from one an-

other, however today, the streaming land-

scape looks rather homogenized. While

the standardized streaming experience

has been beneficial for consumers, it has

stifled competition and customer acquisi-

tion amongst streaming platforms.

As the purchasing power of Gen Z rises

and they enter a more independent phase

of their lives, they become an opportune

and essential target group for stream-

ing platforms and their business growth.

However, this generation’s behaviors and

beliefs deviate significantly from other

generations. A new report by Amdocs,

“New Streamer 2024,” found that Gen Z’s

attitude towards streaming differs from

older generations specifically regarding

content, experience, and cost. In order for

streaming platforms to attract the young

and unique generation, they must consid-

er the following.

Content innovation

There’s no doubt about the impact orig-

inal content has had on this generation —

Stranger Things, Ted Lasso, and Keeping

Up with the Kardashians are only a small

sample of the original shows that have

captivated this younger audience. Howev-

er, a staggering 90% of Gen Z are also ea-

ger to see this original content break free

from the confines of individual streaming

platforms as well. They’re hungry for a di-

verse range of content that transcends the

boundaries of single streaming providers

through syndication deals.

In fact, condensing the num-

ber of streaming apps avail-

able has emerged as a priority

for this generation. Nearly 80%

wish there was a single portal

or app where they could ac-

cess all of their streaming sub-

scriptions and related content.

Doing so could particularly

also help alleviate another

pain point that has surfaced

— being overwhelmed by the

sheer number of streaming

subscriptions available, which

is most present for Gen Z (50%) compared

to other generations (between 26-27% for

older Millennials). While we’re already

seeing these walled gardens start to come

down, we can expect to see more content

no longer exclusively associated with one

individual streaming brand as this demand

continues to grow.

Improved experience

Gen Z is the first digitally native gener-

ation. As a result, they’re looking for an

increased amount of personalization, in-

cluding an ability to create and

pay for a content package that

is limited to only the content

they are interested in (60%),

compared to paying for access

to a streaming provider’s en-

tire library of content. How-

ever, Gen Z is also looking for

more than just access to great

content.

Instead,

there’s

en-

tirely changing definition of

“streaming.” For instance, 70%

of Gen Z have an interest in

cloud gaming through their

streaming subscriptions. This hasn’t gone

unnoticed by Netflix either, with the com-

pany recently making a big push into video

games — recently launching the first tests

for its cloud-streaming games that lets

you play titles on a TV or the web. This has

particularly excited Gen Z compared to

older generations (with under half of older

Millennials expressing a desire to engage

with this new offering). Additionally, live

How Gen Z is reshaping the

streaming landscape’s future

Gen Z’s growing purchasing power has the

potential to change the streaming business

ABROL

Continued on next page

MARKET SEGMENTS

NEWSCASTSTUDIO.COM

sports are also becoming increasingly im-

portant to the streaming landscape, with

over one-third of Gen Z planning to watch

this year’s Super Bowl Championship live

through a streaming provider.

Justified cost

As streaming companies expand their

offerings and improve the experience to

meet the demands of Gen Z, it’s no sur-

prise that the cost of subscriptions has

grown alongside additional steps to grow

revenue such as cracking down on pass-

word sharing. While most consumers are

divided on the idea of seeing more ad-

vertisements in exchange for lower sub-

scription costs, Gen Z reflects one of the

few exceptions — which should catch the

attention of the players in this space. More

than one-third of the generation even ex-

pressed that they’re open to seeing an

increase in advertisements. That doesn’t

necessarily mean the remainder is op-

posed to more ads either — most are actu-

ally just undecided, whereas other genera-

tions are more opposed to the idea.

Further, the price of streaming services

also doesn’t have as much of an impact to

an entertainment provider today as it used

to. This is particularly true among Gen Z,

the majority of who report paying between

$75-100 for digital subscriptions, which

represents an amount more significant

than any other generation. There’s a cave-

at though: one-third of Gen Z also reports

that the rising cost of subscriptions hasn’t

provided them with a better streaming ex-

perience, which they do expect in return.

Given how many consumers — and espe-

cially Gen Z — remain undecided about see-

ing more ads, it will be crucial for brands to

monitor how this sentiment evolves.

As Gen Z continues to enter the next

stages of their lives, entering adulthood

and the workforce with a growing level

of purchasing power, it’s become clear

that entertainment leaders need to have a

pulse on their habits, preferences, and de-

sires. The streaming platform that’s able

to initially attract these generational con-

sumers may emerge the leader initially,

but it will be crucial for providers to con-

sistently explore new experience offer-

ings to keep up with Gen Z’s ever-evolving

expectations and remain competitive for

the long run.on advertiser KPIs and im-

prove their own revenue opportunities.

FAST providers need the right software in

place to track and optimize campaigns and

pull reports on demand.

Targeting and data also matter. If a

sports apparel advertiser buying on a FAST

app could target viewers who have shown

interest in sports apparel across digital

channels such as shopping on e-commerce

sites, that’s much more accurate than tar-

geting viewers of sports content as in tradi-

tional broadcast targeting. Great targeting

allows for much more focused media buy-

ing and much more relevant advertising.

FAST is just getting started

To succeed with viewers and advertis-

ers, FAST providers need to keep growing

and innovating. Advertisers are adapt-

ing to shifts in consumer behavior in re-

al-time, which means that their demands

will shift quickly, as well. At the same time,

FAST providers need to make it as easy as

possible for advertisers to buy at scale and

reach key audiences.

One way to appeal to buyers is with self-

serve sales. Advertisers and their agencies

are used to self-service from major digital

platforms, and even smaller and local ad-

vertisers will like the convenience and

control that self-service provides.

Another importnt element that FAST

providers need to have in place is a tech

stack that streamlines the sales, order

management and reporting processes in

a way that works with their other chan-

nels. Consolidating media sales across

channels is important to reduce friction

and complexity. Broadcasters often have

content on other channels, such as broad-

cast or digital and need to have a unified

product offering. Having a single IO for

advertisers buying across channels, being

able to measure and optimize throughout

a campaign, and pricing and packaging in-

ventory effectively will all set FAST provid-

ers up for success in the long term.

Raman Abrol is Chief Executive Officer,

Vubiquity and General Manager, Amdocs

Media. Raman and his team are work-

ing with major studios, broadcasters,

networks and service providers across

the world to build and deliver innovative

solutions (for both technology and content)

that help customers explore, evaluate and

enjoy Media in a simplified manner whilst

ensuring high quality Content Operations.

Prior to joining Amdocs, Raman was SVP

& Head of Telecom & Media BU at Tech

Mahindra Americas, and before that he

was Managing Director for Comverse BSS

Business Unit (now Amdocs Optima). Ra-

man started his career with TATA & Lucent

Technologies, Bell Labs group.

Continued from previous page

By MARKUS HEJENBERG

Head of Product Sales and Marketing

Accedo One

The results are in: FAST is the fastest

growing streaming category in the U.S.

According to a recent report by Kantar,

47% of households in the region use a FAST

(or free ad-supported streaming televi-

sion) service each week, and in Q3 of this

year, adoption of FAST services outpaced

VoD streaming, two-fold. OEMs and ma-

jor streaming platforms are evolving their

businesses to include aggregated FAST

offerings alongside their existing VOD ser-

vices, and there are now over 1,600 unique

FAST channels in the U.S. Omdia reports

that a small number of players have gener-

ated much of the U.S. growth. The top five

channels, owned by Paramount TV and its

Pluto TV division, have a huge reach, and

account for more than 20% of monthly

consumption.

The market is already highly

competitive and will only be-

come more so as the number

of available FAST channels

keeps rising. While there’s no

doubt that FAST is growing in

popularity, has it reached its

full potential on the monetiza-

tion front?

FAST as it stands now

Viewer engagement is criti-

cal for an OTT service to suc-

ceed and effectively monetize

its content in a competitive

market. In its current format, all viewers

of a FAST channel are served the same

pre-programmed linear content. This

model prevents channel owners from per-

sonalizing the viewing experience, which

hampers engagement, making it harder for

providers to keep viewers tuned in. There

is also a risk that with so many

channels to choose from, con-

tent discovery becomes more

difficult, so users may suffer

from decision fatigue and dis-

engagement.

Viewers have grown used to

the highly personalized view-

ing experiences that VOD ser-

vices provide. Those services

draw on huge amounts of data

to personalize all aspects of

the video service, from the

homepage, to content recom-

mendations, thumbnails, and

ads. And this is where FAST is falling down,

because it simply isn’t delivering anywhere

near the level of personalization that is ex-

pected, or that is possible for providers of

digital video services. To increase engage-

FAST is redeﬁning viewer

engagement, monetization

Viewer engagement is critical for OTT services to succeed

in current market facing increased competition for eyes

HEJENBERG

Continued on next page

NEWS

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ment and make FAST channels more prof-

itable, it is absolutely crucial to focus on

improving the viewing experience.

FAST reimagined

Rather than simply replicating the ca-

ble linear experience where all viewers

of a channel are served the same content,

FAST needs to evolve so that viewers are

served curated channels as well as per-

sonalized in-channel programming. The

depth of curation must go much further

than simply serving an action movies fan

a FAST channel that shows the most pop-

ular movies in that genre, or serving a

snowboarding fan a winter sports chan-

nel. In practice, this could mean that FAST

providers curate channels based on differ-

ent metrics, like preferences, sentiment,

actors, sub-genres, as well as many other

metrics. A fan of Sylvester Stallone does

not need to watch Arnold just because he

likes action movies, just as a snowboard-

ing enthusiast shouldn’t have to watch

off-piste skiing content mixed with snow-

boarding.

What’s important here is the depth of

curation that can be done, and needs to be

done to elevate FAST. As you may imagine,

this model would be very costly to run,

with individualized playouts and curation

per viewer. The model needs to adopt the

same segmentation and cohort logic that

we use in a VOD scenario today for per-

sonalization. This is not currently happen-

ing because FAST channel providers are

working off their own content catalog and

not doing enough

syndication

and

collaboration. This

needs to change

because most FAST

channels are oper-

ated by smaller out-

fits that do not hold

a vast catalog.

Data is the

driving force

By carefully cu-

rating channels and selecting and organiz-

ing content within them, FAST providers

can ensure that content aligns with view-

ers preferences and needs. To get this

right, it’s important to gauge user interests

right at the start of the experience, when

onboarding. This will help to create a more

enjoyable viewing experience, which in

turn will improve engagement. However,

none of this is possible without access to

the right data, as well as the skills required

to turn data into actionable insights.

Data is a key enabler that will allow

FAST service providers to better engage

their audience and improve the key met-

rics for the FAST business model: viewing

hours and advertising revenue. Providers

need to invest in ro-

bust data collection

and analysis mech-

anisms

under-

stand user behavior,

preferences,

and

engagement

pat-

terns. Metadata also

plays a critical role

enabling

effec-

tive personalization

because if content

is not tagged appro-

priately, it won’t be

possible to connect

users with the right

content that match-

es their habits and

tastes. With enough

of the right data at

their disposal, pro-

viders can personal-

ize channel as well as in-channel content

curation, which together will lead to an

improved

viewer

experience and in-

creased revenue.

maximize

the

monetization

potential of FAST

channels,

provid-

ers also need to get

better at contextual

advertising by le-

veraging available

data and enabling

ad bidding on the

fly. To serve ads that are aligned with the

content being viewed, providers need a

deep understanding of both the content

and the viewer. This will enable them to

deliver a much more immersive and rel-

evant advertising experience for users,

which will help increase ad-revenue.

Realizing FAST’s potential

While FAST is undoubtedly making

waves in the video industry, its true po-

tential in terms of monetization is yet to

be fully realized. To increase engagement

and ad-revenue, providers need to deliver

a first-rate user experience. Delivery of

a cable-like linear experience where the

same

channels

and programming

are served to all

viewers, will soon

become a thing

of the past in the

OTT space. We’re

currently

seeing

a lot of innovation

around FAST, and

as the industry

continues

down

the hybrid mon-

etization

route,

there is a strong

possibility

that

FAST will become

an important part

of the OTT mon-

etization strategy.

But for FAST to thrive in the long run, it

needs a far deeper level of in-channel cu-

ration, better-curated catalogs and more

cross-channel curation for the viewers.

As Head of Product Sales and Market-

ing, Markus Hejdenberg is responsible for

the sales and marketing strategy for Acce-

do One, the company’s cloud platform for

creating, delivering, and monetizing video

experiences.

Having previously been Head of Product

at Accedo, Markus has a good understand-

ing of the solution, the challenges faced

by customers, and the product roadmap.

Markus has extensive experience initiat-

ing and managing commercial companies

in various sectors of the entertainment

industry. Prior to joining Accedo in 2014,

Markus was CEO for a startup company

offering streaming services for iOS, An-

droid, and web.

Continued from previous page

This discussion delves into the intrica-

cies of advertising trends, monetization

models and the long-term viability of FAST

platforms.

Experts across the broadcast sector

weigh in on the shift towards streaming

advertising models, the significance of

ad personalization, and the innovative

strategies enabling more effective view-

er engagement. As the FAST landscape

continues to mature, understanding these

dynamics is crucial for stakeholders look-

ing to navigate the complexities of digital

broadcasting and advertising.

What are the evolving trends in

advertising within FAST platforms?

Yoann Hinard, COO, Witbe: While ad

personalization is undoubtedly important,

attempting to do it for each individual user

may be impractical. Ad personalization by

population is progressing alongside the

per-user targeting, which helps FAST pro-

viders scale successfully.

Paolo Cuttorelli, SVP of global sales,

Evergent: We’re seeing a shift away from

linear, traditional advertising toward a

streaming advertising model in which the

household TV is serving as a portal into

streaming services. Leveraging advanced

user data, such as viewing habits and plat-

form transactions, means that media com-

panies can enable more relevant, target-

ed advertising experiences. This not only

enhances viewer engagement but also in-

creases the value proposition for advertis-

ers seeking more effective ways to reach

TV audiences.

Gatis Gailis, CEO, Veset: Solutions such

as in-video ad-insertion, and personalized,

targeted ads among others allows for ad-

vertising to complement the development

of FAST channels. As a result, advertising

spaces in FAST channels are becoming

more valuable in association with the con-

tent being broadcast. In this new era of

FAST advertising, monetization hails as

king with consumer habits dominating the

ad landscape, relying on changing con-

sumer behaviour to deliver successful and

well-received advertisements.

Anupama Anantharaman, VP of product

management, Interra: The FAST landscape

is characterized by a focus on innovation in

ad insertion, delivery, and measurement.

As a result, there is a rising emphasis on

tools that offer ad analytics, targeted adver-

tisements, and technologies that enhance

the efficiency of targeted and dynamic ad

insertion processes. These trends under-

score a dynamic shift towards personalized

and data-driven advertising strategies with-

in FAST platforms.

Thomas Kramer, VP of strategy, Main-

Concept: With the growth of FAST chan-

nels, providers are experimenting with the

best and least intrusive ways to deliver ads

that, like the content, are personalized to

the viewer. The potential of targeting ads

to the viewer depends on several factors;

how they are delivered (server-side ad

insertion versus client-side ad insertion),

the type of personal information available,

and the variety of ads. Other trends such

as AI used for content search is likely to be

increasingly used in ad insertion and how

the ads feature alongside the content to

minimize interrupted viewing.

Dave Dembowski, SVP of global sales,

Operative: Because FAST is digital, it can

be bought and sold programmatically, sup-

port interactivity, and enable enhanced

targeting. All of these trends are new on

FAST but well established on other digital

channels. We will see FAST adapt to these

trends and likely evolve further — perhaps

enabling things like social shopping right

in the app on TV.

Srini KA, co-founder and CRO, Amagi:

Contextual targeting especially powered

by enriched metadata is being well adopt-

ed in downstream adtech ecosystem. Such

metadata passback by an SSAI provider

can improve the CPM for FAST channels.

A recent survey by XUMO & FASTMaster

also echoes increased interest from ad

buyers for FAST inventory. Innovative ad

formats such as overlays, and in-content

ads are being tested.

What monetization models are proving

most successful for FAST platforms?

Medhat Ali, director, VM Cloud: By defi-

nition, FAST is primarily advertising-fund-

ed, but that can and should include closely

targeted advertising. What is important is

that FAST channels as part of a broader

broadcast and streaming operation must

harden advertising rates, and offer the

same protected, curated commercial en-

vironment as legacy channels. FAST also

gives operators opportunities for partner-

ships with content creators, and bundling

it with other services.

Venugopal Iyengar, COO for digital,

Planetcast: One of the best uses of FAST

that we’ve seen has been to use it as a plat-

form for expanding international reach.

India is extremely prolific across film and

TV, and a lot of its growing international

popularity can be attributed to the avail-

ability of FAST. New content offerings

have a better chance of gaining traction

when they’re free, and media companies

are making full use of this to expand their

global reach and monetization.

Monetization strategies shaping

the FAST platform landscape

Continued on next page

• Ad personalization and data-driven targeting

are increasing, allowing more relevant, less

disruptive ads on FAST platforms.

• Partnerships with content creators and bun-

dling with other services provide opportunities

to harden ad rates and grow audiences.

• Flexible monetization models like content syn-

dication and ad revenue sharing help media

companies capitalize on their libraries.

• Maintaining engagement via personalized ex-

periences and niche content is key to FAST’s

viability alongside advertiser interest.

• Evolution of platform-as-a-service models will

likely broaden FAST services as premium con-

tent providers embrace it.

Key takeaways from roundtable

ROUNDTABLE

47%

of U.S. households use a

FAST service

120M

of U.S. households have

at least on VoD service,

which is

93%

of households

Data is a key enabler that will allow FAST service

providers to better engage their audience and

improve the key metrics for the FAST business model:

viewing hours and advertising revenue.

NEWSCASTSTUDIO.COM

Greg Morrow, GM of ViewNexa, Bitcen-

tral: As the market continues to converge,

we will see more monetization opportuni-

ties. The media companies that can take

advantage of flexible business models for

FAST channels, such as content syndica-

tion, ad revenue, or inventory share, will

be the most successful. To make these

models possible, media companies need

to integrate the right technology that will

give them the capabilities and flexibility to

utilize their content libraries in this way to

fuel revenue streams that were previously

out of their reach.

How are FAST platforms leveraging

personalization to enhance viewer

experience?

Ahmed Swidan, director, Ateme: With

the same content available on several

FAST platforms, the focus for differentia-

tion is now on innovative features such as

personalization. FAST platforms can col-

lect a wealth of first-party data and use it to

personalize both the service offering and

the way content is presented to viewers.

The ultimate personalization is personal

FAST channels.

Yoann Hinard, COO, Witbe: FAST chan-

nels personalize ads to the viewer’s pref-

erences, which is nothing new. However,

they also personalize ad pod sequences —

and their frequency — based on the chan-

nel a viewer was previously watching, not

just the one they’re currently on. This tech-

nology delivers a major advantage over

the legacy broadcasting approach (which

FAST is invoking) by reducing viewer fa-

tigue and maintaining high engagement.

Olivier

Karra,

marketing

director,

Broadpeak: Streaming content that us-

ers like and is available at all times is a

key factor to boost quality of experience.

Today, virtual channels with an unlimited

number of audiences and variants are le-

veraging dynamic schedules provisioned

with recommendation engine technology

to enable cost-effective personalization at

scale. Ultimately, providing a personalized

FAST channel service is going to be a game

changer for the most advanced streaming

platforms.

John Watcoat, SVP of business devel-

opment, Zixi: FAST platforms are utilizing

IP delivery, driven by user metadata, as a

foundational element to provide person-

alized content. Additionally, the introduc-

tion of innovative technologies like HTML

graphics overlays and direct-to-player

overlays enhances the overall user ex-

perience, creating possibilities for new

approaches in delivering ads, interactive

experiences, and opportunities related to

betting. This marks a significant evolution

in content delivery methods, allowing for

a more tailored and engaging viewing ex-

perience.

Thomas Kramer, VP of strategy, Main-

Concept: With many FAST platforms, it is

not necessary for the viewer to login or

even enter personal data. While this is po-

tentially attractive to the viewer, for ven-

dors it reduces the data they have access

to, and so personalization is limited to a

viewer’s IP location or browser history.

For users that are willing to share person-

al data or even create an account with a

FAST channel they open a world of per-

sonalization and enhanced features from

storing favorites to reacting to viewed

content, all of which gives the platform

much more data to leverage personaliza-

tion to enhance viewer experience.

Dave Dembowski, SVP of global sales,

Operative: For advertisers, personaliza-

tion is about delivering the right message

to the right audience, and FAST enables

that with targeting and dynamic ad inser-

tion. On a FAST channel, advertisers can

target audience segments and then use

household-level or even app-user level

data to send a relevant advertisement.

Rick Young, SVP and head of global

products, LTN: We all know that ads can

be programmatically inserted to reach

very individual viewers once they are con-

suming a channel. The trick is to attract

those consumers in the first place. We are

seeing personalization on FAST channels

mainly focused on delivering city, regional

or country specific like programming like

news and sports.

Srini KA, co-founder and CRO, Amagi:

An SVOD-like experience is being exper-

imented with by different FAST platforms

to surface the right channels based on the

audience profile. While we are starting

to see profile management in FAST plat-

forms, Amagi has been at the forefront of

partnering with FAST platforms in person-

alizing viewer experience with capabili-

ties such as personalized channel line-up,

AI-generated channel content based on

viewing interests, and less-obtrusive tar-

geted ads such as in-content advertising.

Is the FAST business model sustainable

in the long term?

Olivier

Karra,

marketing

director,

Broadpeak: For challenging markets with

limited audiences, cost reduction is a mat-

ter of survival. Leveraging new and cost-ef-

fective ways to generate FAST channels

will be essential. We see cost-cutting tech-

nologies such as virtual channel playout

and automated schedule generation gain-

ing significant momentum this year.

Paolo Cuttorelli, SVP of global sales,

Evergent: The long-term viability of the

FAST model hinges on its ability to contin-

uously attract and monetize viewers while

maintaining advertiser interest. Media and

sports brands are responding to this chal-

lenge by offering a diverse range of niche

content for dedicated audiences that make

up a compelling proposition for advertis-

ers. Consumers will always be interested

in free-to-access, relevant content — the

challenge is keeping them engaged with

personalized, intuitive experiences that

unlock wider monetization avenues.

Paul Briscoe, chief architect, TAG Vid-

eo Systems: FAST is sustainable as long as

the model of scheduled linear program-

ming with interstitial advertising remains

healthy. Whether this is likely remains

unclear, there is definitely a legacy au-

dience with an expectation of this mode

of consumption, but the under-50s and

below mostly understand that TV can be

so much more thanks to the internet and

OTT. Whether this audience evolves to the

traditional linear viewing model will drive

the revenue needed for long-term viability.

Allan Nicholson, head of advertising

solutions, Harmonic: At Harmonic, we an-

ticipate the evolution of current platform

as a service (PaaS) models as an increas-

ing number of premium content providers

embrace FAST as their preferred delivery

method. These content owners are con-

fident in their ability to maximize con-

tent monetization by drawing on insights

gained from past broadcast experiences.

This shift will broaden FAST services be-

yond a limited number of niche players

and draw in technology vendors that have

a proven track record in delivering broad-

cast reliability, video quality, and an en-

hanced user experience through stream-

ing services for tier-one platforms.

Continued from previous page

More roundtables in this issue

• Navigating the FAST landscape – chal-

lenges and opportunities for broadcasters

Page 26

• Local broadcasters embracing FAST and

forging new partnerships Page 18

By DAK DILLON

Editor in Chief

NewscastStudio

The streaming television landscape

has undergone a seismic shift in the past

few years. What was once a sparse field

of niche services

has evolved into

an oversaturated

market

teeming

with both general

entertainment and

specialized

plat-

forms.

However,

behind the breath-

less hype cycles

and endless flow

of new streaming

options lies a ma-

turing

industry

shaped as much

by audience preferences as by provider

priorities.

Recent research illuminates emerging

trends in consumer behaviors that reflect

and inform key developments on the pro-

vider side.

Today’s audiences seek greater con-

trol over their streaming experiences,

including options for ad-supported con-

tent, unified access across services, and

integration with larg-

er brand ecosystems.

Meanwhile, providers

walk the tightrope of

appealing to diverse

demographics amidst a

saturating market.

As the straming in-

dustry’s

growth

sta-

bilizes,

consumer

attitudes and behav-

iors will likely contin-

ue steering its future

direction. Recent findings on audience

preferences and platform strategies pro-

vide crucial context for understanding

this evolving ecosystem. So let’s dive into

some of the data.

Illusion of choice: Saturation and

streaming fatigue

Amidst the proliferation of streaming

platforms, research reveals consumers

feel increasingly over-

whelmed by choice.

According to Kantar,

the U.S. streaming mar-

ket is reaching near-to-

tal saturation, with 95%

American

house-

holds subscribing to at

least one service. How-

ever, this breadth of op-

tions has bred dissat-

isfaction. Per Amdocs,

82% of Americans want

a unified streaming portal offering simpli-

fied access to content across services, ev-

ANALYSIS

Today’s viewers crave streaming

simplicity, not more fragmentation

Continued on next page

DILLON

Consumers confused by cluttered streaming

landscape, feel overwhelemed by choices

82%

Of consumers want

a uniﬁed streaming

portal

NEWSCASTSTUDIO.COM

idencing frustration with navigating an ev-

er-expanding array of platform interfaces

and subscriptions.

These findings suggest that the stream-

ing industry’s fixation on growth has fu-

eled saturation. While providers continue

expanding offerings, audiences now de-

sire less choice, not more.

Streamlining options into unified plat-

forms or service bundles may become

imperative to reducing subscriber fatigue.

For example, some platforms like Amazon

Prime Video now offer popular add-ons

integrating other major services. Such

moves acknowledge the market’s maturity

by consolidating consumer access rather

than endlessly fragmenting.

Ad-supported content: Preference

for cost savings

Interestingly, saturation accompanies

growing consumer openness to ad-sup-

ported streaming options.

Per Hub Research, nearly 40% of view-

ers now prefer fewer ads in services. How-

ever, two-thirds also express willingness

to accept ads if they reduce subscription

costs. Compared to just six months ago,

audiences exhibit greater inclination to-

wards ad-supported platforms. This likely

reflects economic pressures tightening

household budgets; streaming viewers to-

day appear largely amenable to ads if they

provide savings.

In response, ad-based models are pro-

liferating through both free, ad-support-

ed TV (FAST) services and ad-supported

tiers on paid platforms. However, research

from Kantar reveals slowing adoption for

both FAST and ad-supported VOD in late

2022, despite aggressive holiday promo-

tions. This suggests that while consumers

accept ads to lower costs, they still prefer

paid subscriptions overall.

Successful ad-supported options will

likely balance modest subscription fees

with limited, non-invasive advertising.

Tailoring to demographics:

Gauging generational preferences

Demographic

nuances

also

shape

streaming’s future.

For example, Gen Z viewers have

emerged as a key streaming segment. Per

Horowitz Research, 70% of Gen Z regular-

ly watches full-length TV on streaming ser-

vices while also consuming high volumes

of short-form video. On average, Gen Z

subscribers access about six platforms

— evidence of still-rising adoption among

younger audiences amidst overall market

saturation.

Providers

are

responding

with

youth-centered offerings, like YouTube’s

continued success across age groups.

However, Gen Z preferences remain in

flux.

According to Kantar, free ad-supported

services are gaining appeal compared to

paid subscriptions. Though, as Gen Z earn-

ings increase over time, willingness to pay

for premium, ad-free tiers may also rise.

Still, the key insight is that audiences have

heterogeneous preferences dictated by

demographic factors like age, income, and

viewing habits. Providers must undertake

granular audience segmentation to tailor

offerings accordingly.

Competition from smart TV: The

living room’s new centerpiece

However, streaming services also in-

creasingly compete with tech develop-

ments beyond their direct control — the

rapid growth of smart TVs.

Parks Associates reveals that only 5% of

U.S. households rely solely on tradition-

al pay TV. Instead, smart TV apps have

emerged as the new living room enter-

tainment hub. Per Hub Research, 32% of

viewers now initiate streaming sessions

through smart TV apps rather than exter-

nal devices.

As smart TV adoption advances, their

onboard streaming apps could disrupt

the competitive landscape. Built-in smart

TV interfaces also offer expanded adver-

tising capabilities — leveraging viewing

data to enable more personalized, target-

ed marketing, for instance. Consequently,

streaming players will likely need to forge

direct partnerships with smart TV manu-

facturers to maintain prime placement on

proprietary platforms.

Interactive and shoppable TV:

New methods of engagement

Speaking of TV advertising, streaming

further propels ongoing experimentation

with interactive and shoppable ad formats

aimed at better-engaging viewers. Per

LG Ad Solutions, over 50% of consumers

express interest in using TVs to directly

purchase products seen in commercials.

Younger demographics like Gen Z are es-

pecially keen to embrace transactional

video ads – popularized overseas through

livestream shopping.

These interactive advertisements rep-

resent untapped potential for streaming

monetization beyond traditional pre-roll

and banner ads. They blur the lines be-

tween entertainment content and retail

shopping, delivering hybrid informational

and transactional experiences.

While still in the early days, such inno-

vations foreshadow TV advertising’s con-

vergence with digital commerce amidst

streaming’s ongoing disruption of conven-

tional television.

A consumer-centric future?

Streaming stands at a decisive cross-

roads.

The era of growth through an ever-ex-

panding glut of platforms is over. We’ve

reached peak saturation; consumers are

overwhelmed by a dizzying array of most-

ly indistinguishable services. Streaming

risks collapsing under its own weight if

companies continue pursuing platform

proliferation and mutually assured disrup-

tion.

Survival now depends on actually listen-

ing to what audiences want: convenience,

control, and affordability.

Providers who resist this consum-

er-centric transition cling to an outdated

mindset that takes viewers for granted.

They wrongly assume having the most to

offer equals market dominance. But atten-

tion is finite.

Streaming can only advance by improv-

ing how viewers interact with content, not

drowning them in excess choice.

The path forward is clear for those will-

ing: consolidate, integrate, simplify. Part-

ner with smart TV ecosystems instead of

confronting them. Make ads less invasive.

Experiment with interactivity and transac-

tions.

Dak Dillon is NewscastStudio’s editor in

chief. Dak has covered broadcast technol-

ogy, engineering and design for over 15

years and has practical experience in the

industry including a Promax Gold Award

and multiple regional Emmy nominations.

Continued from previous page

Streaming services also increasingly compete with

tech developments beyond their direct control

— the rapid growth of smart TVs

In this executive Q&A, Dan Goman, CEO

of Ateliere Creative Technologies, shares

his insights on the evolving landscape of

the

streaming

industry. Amidst

rising streaming

prices,

Goman

discusses

the

potential

long-

term effects on

consumer behav-

ior and industry

dynamics,

high-

lighting the push

towards

sustainable, prof-

itable, and pre-

dictable models.

How do you see

the trend of soaring streaming prices

impacting consumer behavior and

industry dynamics in the long term?

The trend of soaring streaming prices

could impact consumer behavior by po-

tentially driving users towards models

that are more sustainable, profitable, and

predictable for the industry. This shift may

lead to a new monetization model, possi-

bly resembling traditional cable packages.

What are the key drivers pushing the

streaming industry towards higher costs,

and how sustainable is this approach?

Key drivers of higher costs in the

streaming industry include high content

and operating costs, market saturation,

and decreasing revenues from tradition-

al cable and broadcast sources. This ap-

proach aims at creating more sustainable

and profitable models, but its long-term

sustainability is uncertain.

What is your view on streaming bundles?

Streaming bundles are becoming a com-

petitive strategy as they offer a variety of

content in one package, appealing to di-

verse consumer preferences. These bun-

dles may resemble traditional cable pack-

ages, offering a mix of content but may

limit consumer choice to specific bundles

rather than individual preferences.

The transformation of streaming plat-

forms could lead to a model similar to tra-

ditional cable, known as “Cable 2.0,” which

might reduce the flexibility and choice

that are central to the current appeal of

streaming services.

How might gaming change streaming?

Gaming

could

potentially

change

streaming by introducing interactive and

engaging content, leading to new forms

of entertainment and possibly integrating

with traditional streaming services to offer

a more comprehensive entertainment ex-

perience.

From a technology perspective, what

needs do you see arising from your cus-

tomers and endusers?

From a technology perspective, there’s

a need for solutions that facilitate efficient

and cost-effective content management,

distribution, and storage, especially con-

sidering the growing variety and volume of

content.

How do cloud native technologies

contribute to reducing costs and

increasing efficiencies?

Cloud-native technologies contribute to

reducing costs and increasing efficiencies

for studios by offering scalable, flexible,

and resilient solutions for content storage,

management, and distribution. They en-

able studios to handle large content librar-

ies more effectively and adapt to changing

market demands.

Dan Goman is CEO of Ateliere Creative

Technologies.

Ateliere’s Dan Goman on streaming

bundles and rising costs in market

GOMAN

Key drivers of higher

costs in the streaming

industry include high

content and operating

costs, market saturation,

and decreasing revenues

from traditional cable and

broadcast sources.

EXECUTIVE Q&A

NEWSCASTSTUDIO.COM

By DAK DILLON

Editor in Chief

NewscastStudio

Free streaming television has crashed

ashore in Europe. Almost overnight, a

flood of new platforms offer audiences

thousands of channels without monthly

bills. Just as in America, the FAST model

proves to be seriously turning heads on

the continent.

In the United States, major media gi-

ants like Fox and Paramount jumped into

the FAST ecosystem with offerings such

as Tubi and Pluto TV, fueled by viewers

cord-cutting expensive pay television

packages. Now, European broadcasters

and tech companies want to claim their

stake.

According to projections by Statista,

revenue in Europe’s FAST market could

pass $490 million in 2024. Compare that

to America’s $1.3 billion market, which is

projected to triple in five years.

Given rapid adoption Stateside, experts

predict an impending shakeup of broad-

cast media across the European Union.

Legacy television faces an existential

threat from this insurgency of apps and

targeted advertising, but what is the cur-

rent state of FAST in Europe?

Fragmented market, premium

potential

Europe’s FAST market remains highly

fragmented compared to the consolida-

tion happening stateside.

Samsung TV Plus, Rakuten TV, LG and

Rlaxx compete with familiar names includ-

ing Pluto TV and Freevee.

Almost 1,200 unique FAST channels

operate across Britain, France, Germany,

Italy and Spain (EU5), run by 243 different

channel owners, according to data from

the 3Vision FAST Tracker. However, in-

dustry data suggests quality is improving.

In 2023, Germany saw a 6% bump in new

channels, less than past years, indicating

a pivot from quantity to quality program-

ming.

Global forecasters predict such premi-

um content will drive Europe’s FAST eco-

system.

Fast4EU, an industry consortium, esti-

mates regional revenue share could rise

from 17% to 22% in the next five years. As

a benchmark, North American FAST reve-

nues are forecasted to grow from $1.3 bil-

lion in 2023 to $3.8 billion by 2029.

Ad dollars, however, reflect this frag-

mentation with CPMs reflecting a wide

range across the EU5.

Opportunities and open questions

for European broadcasters

Advocates pitch FAST’s free stream-

ing experience as the best of both worlds

compared to subscribers’ frustration over

complex channel bundles and expensive

pay television. FAST allows cost-conscious

viewers, especially younger demograph-

ics, access to desirable shows supported

by highly targeted ads.

According to data from MNTN Re-

search, Gen Z viewers spend nearly three

times more time on streaming than cable,

with millennials watching nearly twice as

much on streaming vs cable.

However, FAST faces immense chal-

lenges before it graduates from niche

disruptor to mainstream television alter-

native across Europe’s diverse cultural

and regulatory landscape. The cost of tra-

ditional pay TV remains relatively low in

many areas. Established broadcasters still

FAST in Europe: Plenty of growth

opportunities and market trends

Continued on next page

1,200

FAST channels operate

across EU5

countries

$3.8B

Estimated annual FAST

revenue in North America

by 2029

dominate market share in their regions.

Some analysts question whether ad-

based financial models can sustain quality

programming over the long-term without

eventually phasing in subscriber fees like

popular streamers such as Netflix or Dis-

ney+.

Ripe for consolidation

Assuming FAST platforms grow as envi-

sioned, industry observers forecast inev-

itable consolidation among the crowded

field of channel providers and networks.

Currently, 243 different channel owners

operate across Europe’s five biggest econ-

omies. Production costs incentivize econ-

omies of scale for studios serving conti-

nental audiences. Advertisers gravitate

toward outlets with growing reach.

Regulators play a pivotal role too. Thus

far, no unified policy framework exists

across the European Union’s 27 member

countries. Analysts view cohesive rules

and incentives as necessary for the indus-

try to spread its wings.

Until then, expect a patchwork evolu-

tion.

Established brands and pay television

operators may continue to launch FAST

offshoots to hedge bets, with Tier 1 Con-

tent Owners rapidly increasing offerings.

However, nimble startups will continue

leveraging apps and connected devices to

foster grassroots audiences.

FAST’s flexibility fits Europe’s varied

cultures and regulations. However, grow-

ing pains remain inevitable. Near-term

forecasts are rosy on paper. But long-term

outcomes hinge on strategic vision. Exec-

utives must weigh short-term metrics ver-

sus lasting brands and consumer loyalty.

Europe’s free ad-supported television

market has entered an embryonic stage of

risk, competition and opportunity. Savvy

leaders can grasp lessons from America’s

rapid growth. Europe’s diverse landscape

means change will emerge in fits and

starts. But make no mistake − momentum

builds towards a crossroads that may re-

define our viewing experience.

Key factors for future FAST

success

For FAST to succeed in Europe, provid-

ers must grasp the competitive landscape

and understand how to differentiate. Ma-

jor broadcasters still command viewer

loyalty across many European nations.

Luring audiences requires offering qual-

ity programming that resonates locally.

This demands significant investments in

localized content production and market-

ing. Many questions remain regarding how

effectively small startups can compete

here.

There also exists skepticism about

whether FAST can fully recreate the linear

television experience audiences still cov-

et. The ability to quickly flip channels and

easily discover content proves a key fac-

tor. Providers focused purely on central-

izing shows within apps face challenges.

Integration with existing channel guides

provides one potential bridge until view-

ing habits evolve.

Furthermore, regulation plays a deci-

sive role in the speed of FAST adoption.

Policymakers want to ensure a competi-

tive balance between public broadcasters

and private companies. There exists de-

bate around mandating minimum content

quotas. Approaches vary widely depend-

ing on local sensibilities and existing me-

dia landscapes.

Securing continental reach means mas-

tering nuanced regulatory environments

market-by-market. Savvy leaders should

engage openly with public stakeholders.

Those taking initial steps may target na-

tions with lower barriers to entry and run-

way to build audiences.

Industry insiders expect the next year

pivotal for Europe’s FAST future. Sig-

nificant funding currently flows into the

space. Leading media conglomerates have

begun buying smaller channel networks to

jumpstart their streaming presences. Ad-

ditional mergers likely lie ahead.

For new entrants, the coming months

represent a precarious but promising

window. The ability to secure first-mover

advantage and early market share pro-

vides rewards for those acting decisively.

However, the long runway ahead means

focusing on sustainability rather than

short-sighted growth alone.

Continued from previous page

For FAST to succeed

in Europe, providers

must grasp the

competitive landscape

and understand how to

differentiate

FAST AROUND THE WORLD

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NewscastStudio

Fox Corp.’s FAST offering Tubi has a new

look and sound ahead of an expansion into

new international markets.

For the new look, the Tubi team worked

with DixonBaxi, a London-based agency

whose work has recently been seen on

The CW, European TNT Sports, ITV and

Eurosport.

The new logo’s base is centered on the

feel of one of the gregarious sans serifs

that are seemingly on trend these days — a

choice that conjures connections to An-

tique Olive and others.

Its thick foundation is complemented

by thinner, almost pinched points where

curves intersect with straight lines, which

helps make the design feel a bit more spry

and friendly.

The lettering has a bit of a retro, groovy

— or dare we say, tubular — look to it.

If that wasn’t enough to send home just

how “tube-y” things are, the right part of

the crossbar in the “t” has been replaced

with a circle. The “i,” meanwhile, is pur-

posefully lacking a dot.

For a color palette, there’s a fresh vio-

let that’s been dubbed “Turple” alongside

“Hello Yellow.”

The violet and yellow color palette has

already been drawing comparisons to

Amazon’s Freevee look, though its take

on yellow is a bit more toward the sickly

end of the spectrum and its violet is a deep

shade that borders on black.

In addition to the logo, Fox Corp. also

updated Tubi’s sonic identity.

At its core, this consists of a voice saying

the two syllables in the brand’s name in a

drawn-out fashion: “Tooooooo-beeeeeee”

is basically what it sounds like as the sound

harmonizes with a musical note.

Just in case that part didn’t convey the

name enough, the end of the signature has

the voice saying “Tubi” very quickly.

The audio, though short, also features

a mix of authentic and synthetic musical

sounds that have been carefully blended

together.

Here again, however, it’s hard not to

draw some comparisons to Freevee’s

sonic branding that also sounds out the

streamer’s name. It uses a rush of sounds

that ultimately crescendo together to

sound as though someone is speaking the

platform’s name.

Accompanying the sonic branding is an

animation that is a nod to the idea of a rab-

bit hole, a theme that Tubi used during Su-

per Bowl LVII in 2023, which aired on Fox.

In true over-the-top Super Bowl ad

fashion, the dramatic spot featured giant

rabbits grabbing people and quite literal-

ly throwing them down the quintessential

rabbit hole. Not to fear, however, because

it turns out there’s an endless amount

of TV to explore. That year also saw Fox

“tricking” viewers into thinking the game

was being interrupted by an invisible re-

mote as part of another Tubi promotion.

In the animation, the rabbit hole opening

is shown more as a burst of light than as a

physical structure and is displayed from a

side perspective. A yellow circle playfully

flies through the hole and the screen shifts

to yellow with purple dot and hole. The dot

then flies back through the hole, where it

joins the rest of the logo as part of the “t.”

Meanwhile, Tubi is doubling down on

the rabbit hole theme with a new tagline,

“See you in there.”

Prior to the redesign, Tubi used a logo

created using ultra-round glyphs for its

first three letters and a traditional “i” dot-

ted with a circle.

The logo’s distinct “t” and “b,” along with

the rounded base of the “u” certainly con-

veyed the notion of “tubes,” but also felt a

bit too much like any number of logos for

tech companies and streamers, in partic-

ular Philo.

It typically used a blend of red, orange

and magenta under the old look.

Tubi’s refresh comes as Fox Corp. looks

to expand into the U.K. later in 2024, with a

wider European expansion to follow.

FAST Tubi rebrands with look

toward European expansion

Previous Tubi logo

By DAK DILLON

Editor in Chief

NewscastStudio

A recent study by CRG Global sheds

light on an emerging trend in free ad-sup-

ported streaming TV: the pronounced

preference for FAST services among

Black audiences in the United States.

This analysis, derived from a survey

conducted in January 2024 involving 300

Black U.S. FAST viewers aged 18-69, ven-

tures beyond mere viewership statistics

to unravel the underpinnings of FAST’s

appeal to this demographic.

Prior investigations by CRG Global in

August 2023 revealed that 61.2% of Black

adults in the U.S. engage with at least one

FAST service, outpacing the engagement

rates of White adults at 41.5% and Hispan-

ic/Latinx adults at 55%. Black viewers, on

average, frequent 2.1 FAST services, with

Tubi emerging as a favorite due to its rich

catalog of original Black cinema.

This preference underscores a broader

trend, the segmentation of FAST offerings

to fit different cultural and entertainment

preferences. The FAST ecosystem, with

its array of services like Pluto TV, Roku

Channel, Tubi and Freevee, has carved out

a niche by offering many channels dedicat-

ed to Black culture.

Content counts

This diversity in content, ranging from

lifestyle and classic shows to reality pro-

gramming and narratives from Africa,

speaks directly to the multifaceted inter-

ests of Black viewers. The result is a vi-

brant tapestry of FAST channels that res-

onate deeply with this audience, offering

a spectrum of content that traditional TV

has struggled to match.

The frequency of FAST engagement

among Black viewers is particularly note-

worthy, with over 60% indicating daily

viewership.

This stands in stark contrast to the en-

gagement patterns of White and Hispanic

audiences and challenges prevailing nar-

ratives about FAST as a seldom-used or

secondary viewing option. Such robust

engagement

under-

scores the relevance

and appeal of FAST

services,

particular-

ly those catering to

Black audiences’ spe-

cific interests and cul-

tural nuances.

February

2024

marked a record high,

with 67 channels dedi-

cated to Black culture, signifying a notable

shift towards more inclusive and diverse

content offerings within the FAST land-

scape.

Black FAST viewers’

perceptions of these

services further illu-

minate their appeal.

The study indicates a

strong preference for

FAST over traditional

TV, attributed to a va-

riety of factors includ-

ing entertainment val-

ue, the ease of finding appealing content

and the overall enjoyment of the viewing

experience.

Black audiences embrace FAST

for authentic representation

FAST services regularly watched by Black viewers

Frequency of FAST use among viewers

60%

Black FAST users who

say they watch daily

BRANDING

DEMOGRAPHICS

NEWSCASTSTUDIO.COM

In the evolving landscape of broadcast

technology, free ad-supported streaming

television (FAST) is rapidly becoming a fo-

cal point for industry discussions. As part

of our Industry Insights series, this round-

table gathers a diverse group of broadcast

vendors and suppliers to delve into the in-

tegration and implications of FAST within

traditional broadcasting.

This installment explores the shift to-

wards FAST and its implications for tra-

ditional broadcasters, the transformation

of TV viewing habits and the critical role

of partnerships and collaborations in the

industry.

Participants discuss how embracing

FAST is not just an option but a necessity

for broadcasters aiming to remain rele-

vant in an era where audience preferences

lean heavily towards on-demand content.

How do you see traditional

broadcasters, such as local TV stations,

further embracing FAST and streaming?

Medhat Ali, director, VM Cloud: They

have to embrace it to survive. It allows

them to reach a wider audience, adapting

to viewer preferences for on-demand con-

tent. This imperative to adopt the latest de-

livery techniques is driving broadcasters

and content owners to re-engineer their

infrastructures, building platforms on vir-

tualised software which gives the needed

agility to add new delivery services quickly

and easily.

Venugopal Iyengar, COO for digital,

Planetcast: FAST and streaming are of

greatest use to traditional broadcasters

as a means to extend their reach. For in-

stance, many younger viewers exclusively

view content through streaming on mobile

devices, and traditional broadcasters have

the opportunity to entice them by provid-

ing content for their platform of choice.

FAST and streaming can offer a great deal

to local broadcasters. Enabling the su-

per-serving of their audience and offering

monetizable hyper-local OTT services.

John Wastcoat, SVP of business devel-

opment, Zixi: Traditional broadcasters are

under increasing pressure to sustain and

enhance audience engagement, given that

the conventional linear content delivery

method is falling short in capturing the at-

tention of the new generation of viewers.

Beyond traditional distribution channels,

incorporating streaming alternatives and

customizing content to boost engage-

ment are strategies they can adopt to em-

brace change and remain relevant in this

evolving landscape. This requires a shift

towards more flexible and personalized

content delivery approaches to connect

with next generation of viewers.

Paul Briscoe, chief architect, TAG Vid-

eo Systems: In my opinion, FAST is the

thing that can offer the strongest lifeline

to the broadcast industries. Enabling the

retention of their existing broadcast and

revenue models, FAST distribution opens

the door to delivering more streams and

relevant advertising to a new audience de-

mographic.

Anupama Anantharaman, VP of prod-

uct management, Interra: Not only are

broadcasters incorporating over-the-top

(OTT) streaming into their services, but

they are also diversifying their content by

developing more distinctive and unique

programming. And to boost revenues,

they are exploring methods to seamless-

ly integrate advertisements across both

traditional broadcast and OTT streaming

platforms, while investing in data and an-

alytics tools to enhance personalization

and improve the viewing experience.

Dave Dembowski, SVP of global sales,

Operative: Traditional broadcasters will

take time to move completely to stream-

Local broadcasters embracing

FAST and forging new deals

Continued on next page

• Traditional broadcasters must adopt FAST and

streaming to survive, enabling them to reach

a broader audience and adapt to consumer

preferences for on-demand content. This tran-

sition necessitates re-engineering their infra-

structures for agility in launching new delivery

services.

• FAST platforms are altering traditional TV

viewing habits by offering premium content

for free, attracting a growing audience base,

including sports rights holders and cord cut-

ters. This shift reflects a broader industry trend

towards digital-first, consumer-centric media

consumption.

• Partnerships and collaborations are critical in

the FAST industry, relying on advanced tech-

nologies including AI. These alliances enable

the sharing of unique product specialties,

distribution for distinctive content, and sup-

port for ad networks to maximize advertising

revenues.

• The evolution of FAST services is anticipated

to draw in technology vendors with a track

record in delivering broadcast reliability, vid-

eo quality, and an enhanced user experience,

broadening the scope of FAST beyond niche

players and into mainstream adoption.

Key takeaways from roundtable

Traditional broadcasters are under increasing

pressure to sustain and enhance audience

engagement, given that the conventional linear

content delivery method is falling short in capturing

the attention of the new generation of viewers.

ing, but during that transition, they need

to be able to sell products that appeal to

advertisers who also work with pure play

streamers, social giants and more. Tradi-

tional broadcasters are seeing more ad-

vertiser customers who want to buy and

sell in a modern way. This means they

need to offer self-service media buying,

targeting and flexible delivery across their

product catalog.

Greg Morrow, GM of ViewNexa, Bit-

central: One of the most recent develop-

ments we have seen from our customers

is “hyper-local” sports programming such

as high school, junior college, and local

second-tier professional leagues. These

have historically been underserved audi-

ences and are getting increasing amounts

of traffic and creating additional revenue

streams and sponsorship opportunities

for these stations. It is exciting as live lo-

cal content draws huge tune-in times, even

drawing in audiences outside the local

community.

Srini KA, co-founder and CRO, Ama-

gi: We have seen many broadcasters, es-

pecially news, using Amagi products to

launch the same or variant channels in

FAST platforms. We expect this to contin-

ue in sports, news, and local segments in

2024. News channels continue to domi-

nate viewership across geographies with

localized content getting traction in FAST.

In what ways is FAST altering

traditional TV viewing habits?

Ahmed Swidan, director, Ateme: FAST

platforms today offer premium content,

and I expect they will continue to gain

market share in the coming years. Indeed,

FAST is attracting a growing range of play-

ers and viewers: Sports rights holders are

leveraging it to increase their reach, while

many cord cutters are heading to FAST to

watch content.

Yoann Hinard, COO, Witbe: FAST offers

the same comforting feeling as tradition-

al cable TV, with its set schedule and un-

skippable ads. And since it’s being pushed

through most smart TVs and streaming

media boxes, viewers are increasingly

discovering and enjoying it. With many

customers already “cutting-the-cord” and

canceling their cable TV packages, having

a free and easy streaming alternative will

only accelerate that trend.

Paolo Cuttorelli, SVP of global sales,

Evergent: Although the lean-back, ad-

based viewing experience feels distinctly

familiar to traditional linear TV, the growth

of FAST services reflects a broader indus-

try trend towards digital-first, consum-

er-centric media consumption. Viewers

now have access to more varied and niche

content experiences. Consumers have

a much deeper level of control over the

content they choose to watch today, giving

media companies and advertisers a wealth

of actionable, valuable data to tap into.

Paul Calleja, CEO, GlobalM: FAST and

streaming providers are under increas-

ing pressure to offer adaptable and us-

er-friendly features such as on-demand and

personalized content experiences. This

necessitates cloud innovation throughout

the content delivery ecosystem — not just

where content meets the consumer. A net-

work that leverages the cloud for contribu-

tion allows for more flexibility and control

further along the delivery chain.

Gatis Gailis, CEO, Veset: Advertising for

traditional broadcasted content is a sched-

uled break from content, whereas with the

changing landscape of FAST channels,

this no longer has to be the case. FAST

channels are creating an industry where

content is on-demand at all times, viewed

almost entirely by one consumer per one

account with different habits and behav-

iors to other viewers. This industry-shak-

ing alteration in the way that we consume

content has drastically changed viewing

habits, creating a landscape where per-

sonalization, monetization and content

demand is at an all-time high.

Paul Briscoe, chief architect, TAG Vid-

eo Systems: FAST does not necessarily

alter traditional viewing habits, although

OTT inherently offers the ability to pause,

rewind, fast forward, and so on — provid-

ing convenience not natively available

in broadcast. Combined with the ability

to deliver to any platform in appropriate

quality and with a handoff to other devic-

es, this alone offers entirely new ways to

consume.

Thomas Kramer, VP of strategy, Main-

Concept: It is not so much FAST alter-

ing traditional TV viewing habits, more a

change is being seen in streaming viewing

habits. The growth of FAST has led almost

all the major streamers to add ad-sup-

ported options to their platforms. With a

constant stream of content accessed from

anywhere, anytime, the younger genera-

tion are starting to learn the value of the

comfort break, something that tradition-

al TV offered. The choice and availability

FAST platforms afford makes it increas-

ingly attractive to audiences that grew up

watching traditional TV.

Dave Dembowski, SVP of global sales,

Operative: FAST is part of a larger move-

ment of on-demand content that is also

becoming more interactive, with better

targeting than ever. Consumers and ad-

vertisers are embracing these elements,

which they are also used to on web and

mobile channels.

Greg Morrow, GM of ViewNexa, Bitcen-

tral: FAST has changed how we watch TV

because it combines the beauty of tradi-

tional linear broadcasts within the stream-

ing landscape. In today’s market, FAST

channels offer a free alternative to sub-

scription platforms and provide an excel-

lent opportunity to drive revenue on ex-

isting content libraries. We have also seen

an increase in niche channels, including

sports and special interest content; these

channels include pickleball, billiards and

chess to name a few.

Allan Nicholson, head of advertis-

ing solutions, Harmonic: There’s lots

of research out there indicating that in

many households watching large screens

through free-to-air (FTA) broadcast ser-

vices is frequently considered a second-

ary screen activity. As smart TVs and FAST

channels become increasingly prevalent

in connected TV (CTV) settings, the appeal

of FAST as a viewing medium is going to

grow and become more engaging due to

its enhanced ability to target households

and monitor user engagements.

Srini KA, co-founder and CRO, Ama-

gi: FAST is accelerating cord-cutting de-

cisions. With Streaming TV (Smart TV &

devices) getting widely adopted, more au-

diences are getting attracted to FAST. As

more genres enter the market, we expect

the adoption trend to gain further traction.

A survey conducted by Amagi echoed that

61% of viewers don’t mind seeing ads in

case of free good quality content.

How critical are partnerships and

collaborations in the FAST industry?

Josh Pine, CRO, XL8: In the FAST world,

partnerships and collaborations are ab-

solutely critical. No pun intended, but the

FAST world is moving very fast, and is re-

Continued on next page

Continued from previous page

More roundtables in this issue

• Navigating the FAST landscape – chal-

lenges and opportunities for broadcasters

Page 26

• Monetization strategies shaping the FAST

platform landscape Page 9

ROUNDTABLE