Free For All: How FAST Embraces TV’s Core Strengths & Drives Effortless Discovery

The other weekend, I was unwinding with a casual scroll through some streaming apps, trying to find something new. Instead of looking for the next big release, I ended up flipping to a FAST (Free Ad-Supported Streaming TV) channel that was running a marathon of a show I grew up watching. Stumbling upon something great without needing to hunt for it felt refreshingly familiar to the kind of TV I grew up with, but with a modern twist.

Audiences are gravitating towards the core strengths that make TV so compelling and that feeling of effortless discovery in a modern streaming environment is exactly what’s fueling FAST’s rise.

FAST has rapidly evolved from an experimental niche to a mainstream viewing destination. More than a third of the U.S. population now watches FAST, with nearly 120 million viewers projected by 2026, an increase of 23% vs. 2022. Engagement within the context of this rapid growth isn’t slowing down either as average daily time spent has climbed 54% since 2022. The combination of expanding reach and deeper engagement makes FAST one of the fastest-growing segments in streaming, which now accounts for 8% of total digital video viewing time, and an increasingly powerful environment for advertisers. In our report, Free for All: Understanding The Growth of FAST Through Three Key Questions, we explore the booming growth of FAST and how it’s transforming the way audiences consume content.

Also Read: AI, Digital Video, and Audio: Build a Future-Ready Mix

The Familiar with a Modern Twist

FAST succeeds by blending what viewers love most: the ease of access to live TV and the flexibility of on-demand streaming.

It’s a mix that feels both new and nostalgic. Like cable TV, viewers can flip through channels to discover a lineup that now spans over 1,300 U.S. channels, offering something for everyone. From classic comfort shows like the Holiday Baking Championship on Tubi to live sports on NBC Sports NOW, news on ABC News Live, events and more, FAST brings all the charm of TV’s foundational appeal into today’s modern lens.

With FAST, I’ve rediscovered the ease of a cozy Sunday morning in front of the TV, enjoying a lineup that always has something engaging to watch. This renewed sense of ease isn’t just personal; it’s reflected in how audiences are engaging with FAST overall. With average session durations per channel up 25% year over year, FAST demonstrates how a maturing platform can enhance the viewing experience by giving audiences more of what they enjoy. That high engagement creates meaningful opportunities for advertisers.

Where Quality Meets Accessibility

FAST’s content mix is driving that engagement and its programming is becoming a defining differentiator. Beyond the nostalgia factor, viewers are tuning in for the same types of premium programming they’d expect on subscription platforms, just without the paywall.

• 61% of FAST viewers say access to movies is a key draw.
• Audiences are drawn to fresh content, with 65% citing exclusive originals as drivers for signing up to a streaming service.
• Nearly half watch shows that no longer air on traditional TV, fueling both discovery and nostalgia.
• Nearly half of viewers tune in for live sports or events.
• News and commentary channels are also gaining popularity, ranked as the top third genre by program count.

The Audience Marketers Should Embrace

FAST’s audience has been growing not just in size but in value. The median household income among FAST viewers has climbed 12% since 2022 to $89,000, with 44% earning over $100K. The audience is slightly younger too, with one in three viewers under the age of 35, and 61% identifying as cord-cutters or cord-nevers. This means FAST is attracting a mix of viewers rediscovering the ease of traditional TV and younger adults experiencing it on their own terms for the first time, often modeled after what they grew up watching at home, but tailored to today’s digital world.

Perhaps most notably, viewers report a positive ad experience thanks to a steady nine-minute ad load per hour that balances marketing opportunities with enjoyment. It shows that “ad-supported” can be enjoyable and effective, and that well-calibrated frequency can help strengthen engagement.

Rediscovering What Works For Them

After years of managing multiple paid subscriptions, audiences are returning to a streaming model that emphasizes value, simplicity and trust. FAST delivers a rich mix of content – live sports and events, breaking news, fresh originals and classic favorites – allowing viewers to find what they want, when they want it. For advertisers, that means reaching engaged viewers in premium, brand-safe environments that combines the scale, accountability and exciting content of traditional TV with the targeting precision of digital.

In a media landscape that’s often defined by more choice, more complexity and more cost, FAST differentiates itself by making viewing easy with no barriers and no subscriptions, just great content that’s ready to watch.