Los Angeles, CA – The era of peak TV may be over, but the popularity of free, ad-supported streaming television is on the rise. With over 1,500 FAST channels now available in the U.S., there is concern that this vast array of options may overwhelm consumers and create challenges for programmers and distributors. However, industry executives are optimistic that the surge in channels will push all stakeholders to improve their offerings, leading to better financial results and a more enjoyable viewing experience.
Laura Florence, SVP Global FAST Channels for Fremantle, emphasized the importance of quality in channel selection. She believes that channels should be able to keep viewers engaged through ad breaks, and that not all 1,500 channels will be able to meet this standard. As the FAST segment continues to evolve, Florence suggested that industry professionals should look to successful models of commercial TV, which often incorporate cohesive stories with a clear beginning, middle, and end.
Sam Harowitz, VP of content acquisition and partnerships for Fox Corp.’s Tubi, noted that the FAST market is entering a period of optimization. He predicted that the current marketplace, with its 1,500 to 1,600 channels, will likely be reduced to around 1,000 as platforms reassess their lineups for cost efficiency. Harowitz stated that maintaining and launching such a large number of channels will no longer be viable.
Will Gurman, VP of Content Strategy & Business Operations for Pluto TV, highlighted the initial appeal of FAST as a convenient way for viewers to access a linear feed of content without the burden of searching through various platforms. However, Gurman cautioned that too many channels may detract from this streamlined experience. He suggested that combining linear FAST engagement with on-demand viewing is the key to keeping viewers engaged and returning for more content.
Jamie Schouela, President of Global Channels and Media for Blue Ant Media, emphasized the importance of close collaboration between distributors and channels. He explained that Blue Ant works closely with distributors to launch and operate channels, even focusing on details such as channel names to ensure clarity in a crowded marketplace.
Lindsay Stewart, VP of FAST & AVOD Revenue Strategy for AMC Networks, acknowledged that there is no one-size-fits-all strategy when it comes to channel distribution. Understanding the needs and preferences of each distributor is crucial, as not every channel will be live on every platform due to varying demographics and business goals.
As the FAST landscape continues to evolve, the industry is focused on streamlining the channel offerings to provide viewers with a better experience. The optimization process aims to strike a balance between variety and quality, ensuring that consumers have access to a diverse range of content without feeling overwhelmed.