Free, ad-supported streaming content gaining currency, attracting advertisers
Free, ad-supported streaming television, or FAST channels as they are known, is slowly gaining popularity among Indian viewers who are looking for programming that is free of cost and caters to specific language or genre segments as the penetration of large connected TV (CTV) sets grows. The channels, targeted at niche audiences, are ad-supported like linear TV channels, but allow content owners with specialized libraries including music, news or regional content, to build their own audience independent of traditional networks.
For advertisers on the other hand, FAST offers the advantage of targeted advertising compared to traditional broadcast, along with new ad formats beyond the 30-second commercial, allowing them to engage a highly engaged CTV audience. According to a recent Ficci-EY report, AVoD (advertising video-on-demand) and FAST content dominated OTT viewership in 2023, together making up 81% of total streaming hours.
A connected TV is one that's connected to the internet, and typically used to stream video. “The rise of FAST channels in India is being driven by a confluence of factors that cater to viewers, content owners, and advertisers alike.
Increasing internet penetration and affordability of smartphones are making streaming services more accessible, with a projected 60 million CTV devices expected in India by year-end. This, coupled with a shift in viewing habits from traditional TV to streaming platforms, is creating a massive potential audience for FAST channels," said Jay Ganesan, senior vice-president, APAC at Amagi, a media tech start-up.
These channels cater to diverse audiences by offering niche content like local news and action movies, Ganesan said. On the other hand, for advertisers, FAST
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