Penetration of FAST (Free Ad-Supported Streaming TV) channels has doubled since last year, according to a new report from Comcast Advertising.
It seems that consumers aren’t yet ready to give up on the lean-back experience they’ve enjoyed for decades with linear channels. FAST channels with their myriad of themed channel options, with shows relayed back to back, is a hybrid of streaming and the traditional means of watching TV.
According to the report, 6 out of 10 households who have connected TVs are using FAST services exclusively or in addition to other services.
“FAST is a new and engaging way for consumers to watch and discover premium content in an environment that mimics linear TV,” said James Rooke, President, Comcast Advertising. “And because FAST services are easy and free to access without signing up, it’s becoming a valuable way for advertisers to reach audiences – especially cord cutters. While FAST does not replace linear TV or other streaming advertising, they certainly act as a valuable complement; the strongest media plans combine FAST and streaming with traditional TV in order to maximize reach and efficiency.”
The report looks into Comcast’s own FAST provider XUMO, revealing the average user spends about 104 minutes within the platform once they have entered. It also suggests many consumers may be watching FAST channels without realising as they are programmed directly into the channel guide by TV manufacturers.
