New Audacy Insights report by Jenny Sutton, Head of Digital Marketing Solutions, recommends that advertisers integrate Free Ad-Supported Streaming TV (FAST) services into their media mixes as marketers shift budgets away from traditional linear TV.
FAST delivers cost-efficient reach, combats subscription fatigue, and aligns with how audiences actually consume content today. Sutton argues that relying only on premium subscription platforms limits scale and efficiency.
Key Findings
- Subscription fatigue is widespread: Over 40% of streaming subscribers say they pay for too many services, causing frustration and churn (Simon Kucher research). Consumers struggle to access even basic content like the movie Legally Blonde without the right subscription.
- FAST viewership is surging: Projected to exceed 125 million users in 2026, adding roughly 4.5 million new viewers. As an ad-supported model with no subscription barrier, FAST is the fastest-growing ad-friendly streaming category.
- Superior reach and efficiency for advertisers: FAST expands audience scale beyond paying subscribers of major services like Paramount+, Hulu, and Disney+. It offers precise OTT targeting, lower costs than premium platforms, and high-quality ad environments while better mirroring real viewing habits.
Sutton advises an audience-first approach with these considerations:
- Use FAST to complement premium services and maximize reach per dollar.
- Account for viewing across connected TVs, mobile, and both short-form and traditional content.
Ensure strong brand-context fit to avoid mismatched placements.
The report concludes that a diversified, ecosystem-wide OTT strategy including FAST better reflects today’s fragmented media landscape. This approach improves reach, cost efficiency, and relevance as budgets continue moving from linear TV to streaming.
Full report available at audacyinc.com.