Amagi says its found consistent growth in ad impressions within the global FAST market, with increases of 15% in Q3 and 28% in Q4.
The cloud-based SaaS technology specialist says channel deliveries grew by 45% in Q3 and 25% in Q4.
In its 10th Quarterly Global FAST Report, FASTMaster Consulting’s Gavin Bridge says FAST is still an underutilized ad market.
“FAST’s global audience continues to grow, offering advertisers new opportunities to reach consumers,” said Bridge. “2024 will be a pivotal year for the medium as it looks to see ad spending catch up to viewing trends, as well as greater awareness of who the FAST audience is and why they are an attractive target.”
Amagi’s 10th Quarterly Global FAST Report combines findings from analyst reports with real-time data from the Amagi ANALYTICS platform and Amagi’s consumer survey, representing over 500 US households across diverse socioeconomic backgrounds.
While 46% of survey respondents primarily use SVOD services, 44% use FAST or AVOD, with two-thirds of viewers saying they’ll willingly watch ads if it means receiving free, high-quality content. This finding demonstrates the potential for continued migration to AVOD and FAST services.
While news may dominate other genres on a global scale, both EMEA and LATAM show a stronger preference for movies. In EMEA, this genre remained the crowd pleaser at a consistent 18% HOV contribution across Q3 2023 and Q4 2023, while news came second at 13% and then at 11%. In LATAM, news never reached the top three, with movies at a massive lead (50% in Q3 2023, 52% in Q4 2023), lifestyle in second place (14%, 16%), and sports in third (8%, 7%).
“As this latest edition of the Global FAST report shows, stakeholders need to start aligning their strategies with the pace at which ad dollars are now moving in the FAST lane,” said Srinivasan KA, Co-Founder and Chief Revenue Officer of Amagi. “The surge in ad dollars toward CTV is not just a trend; it’s a seismic shift reshaping the digital advertising landscape. Advertisers, content providers, and FAST services must recognize the incredible opportunities within this dynamic environment.”
Amagi provides a complete suite of solutions for channel creation, distribution, and monetization. Amagi’s global clients include ABS-CBN, AccuWeather, A+E Networks UK, beIN Sports, Cineverse, Cox Media Group, Crackle Plus, Fremantle, Gannett, Gusto TV, NBCUniversal, PAC-12, Tastemade, and The Roku Channel among others.
