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NEWSCASTSTUDIO.COM
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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
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