Free Ad-Supported Streaming Television (FAST) has quickly moved from a niche category to a mainstream media channel. Driven by the convergence of rising subscription fatigue, evolving viewer expectations, and advertiser demand for premium inventory at scale, FAST is now, more than ever, an essential component of the streaming landscape.
With platforms like Tubi, Pluto TV, Freevee, Sling TV, and Samsung TV+ reaching millions of viewers across connected devices, FAST offers advertisers new access to engaged, lean-back audiences — without a paywall. According to eMarketer, nearly one in three US viewers use FAST channels, a figure expected to continue rising as both content and ad experiences evolve.
For advertisers, FAST represents more than just incremental reach. It’s an opportunity to deliver smart, scaled, and measurable impact — especially when backed by full-funnel ad measurement insights.
To help advertisers understand the opportunity and make the most of their media investments, we offer a brief guide to answer the important questions:
FAST is a television model offering linear content through digital devices, like smart TVs, laptops, desktops, and mobile. Similar to linear TV, FAST channels feature prescheduled programming which viewers can watch live or on-demand, depending on the provider. They combine the comfort of traditional schedule-based viewing and the potential for new brand experiences with today’s streaming TV viewers.
FAST channels offer diverse content, including movies, shows, live sports, tentpole events, and news—all without subscription fees. Whether viewers are streaming live or watching on-demand, they’re exposed to ads throughout the viewing experience.
Over the last several years, major media owners like Paramount, Fox, and Amazon have created their own FAST offerings or acquired platforms to build them out. Meanwhile, device manufacturers like Roku, Vizio, and Samsung created proprietary FAST channels that are pre-loaded onto their devices.
The rise of FAST channels offers media owners the opportunity to drive additional revenues and offers brands new pathways to reach their target audiences. Here, we look at what’s driving rapid expansion and why Adland should care about it.
Consistent with data from DISQO’s Consumer Trends 2025 report, current economic pressures are now leading to more cautious consumer optimism and spending. Ninety-five (95%) percent said they are affected to some degree by inflation, and 63% cited it as one of their worries in 2025.
As consumers grow more selective with discretionary categories like entertainment subscriptions, FAST channels offer a premium viewing experience without the price tag. For advertisers, this opens a critical path to reach budget-conscious audiences in environments that still feel elevated and immersive.
Today’s FAST platforms are no longer defined by filler content. Media companies are investing in exclusive programming, live events, and tentpole content to make FAST lineups more competitive. For viewers, this drives more time spent. For brands, it offers new opportunities to align with content that holds attention and drives equity — all while delivering ads in a format built for scale.
Unlike linear, FAST enables advanced audience targeting — from demographics to behavioral signals — allowing advertisers to serve relevant ads to the right households. Whether it’s contextual alignment with specific channels or layered identity-based targeting, FAST enables personalization at scale, closing the gap between digital precision and premium video storytelling.
The FAST TV advertising opportunity is clear. However, given how quickly the streaming landscape is changing, it's imperative to keep a pulse on how to optimize content for increased ROI. Here, we explore the core components of a well-designed FAST TV advertising strategy.
Ad tolerance is tightening. While high-value premium content sets the stage for brands to create ad impact, that tradeoff is wearing thin. In DISQO’s 2025 Premium Video Advertising report, we see ad load becoming a delicate line to walk, and for many viewers, it's starting to feel like too much. A mere 7% of people say they’d accept more ads, while a full 56% believe there are already too many. That includes 21% who say there are way too many. To win, brands and media owners must partner to deliver shorter, sharper, and smarter creative — tailored to the format and viewer expectations. FAST is not an excuse to add impressions — it’s an invitation to do more with less.
Premium video doesn’t live on one platform. Today’s viewers move fluidly across CTV apps, mobile, and FAST environments — often within the same viewing session. That means creative must be flexible and distribution must be strategic. Brands that use FAST as a complement to CTV and social — and measure ad performance holistically — will unlock its full potential as a full-funnel brand and performance driver.
Advertisers are investing more money, time, research, and resources toward FAST channels. But, these investments are only as good as the measurement frameworks that surround them. If media owners and brands can’t measure FAST TV platforms objectively and fully against other channels in their media mix, they’re in the dark about the ROI of their placements.
DISQO’s Brand Lift and Outcomes Lift enables advertisers to understand the real impact of FAST campaigns — across awareness, favorability, site visitation, search behavior, and e-commerce — all with a single-source methodology. When evaluated alongside CTV, social, and digital, FAST becomes not just a reach vehicle but a measurable performance engine.
There is sure to be more innovation, more ad formats, and more channels emerging in the FAST space. Media owners and advertisers need to keep a close pulse on how consumers feel about FAST TV, their experiences with FAST ads, and their general feelings about the value exchange between brands and viewers on these channels.
DISQO’s audience members opt in to having their digital behaviors passively measured across channels. This allows us to see ad exposure and brand and performance impact on all media, including FAST channels, without relying on data from the platform itself.
With our consistent methodology across all media channels and platforms, our clients can understand their TV campaigns’ impact holistically – and alongside digital and social. DISQO offers a single platform to objectively measure ad effectiveness across CTV, digital, and social, which for many advertisers is north of 90% of their ad spend.
Interested in more FAST TV insights from industry experts? Sign up for DISQO’s upcoming webinar “How advertisers can maximize premium video advertising ROI“ with AdAge and industry experts from Warner Bros. Discovery, Paramount, IHG Hotels & Resorts as they unveil the latest findings from DISQO’s newest premium video research study.