When evaluating the latest developments in what is now the fastest-growing segment of TV, the rapidly evolving world of FAST (free-ad-supported TV) is proving to be a moving target.
Even the acronym—from FASST (where the extra “S” stood for streaming) to FAST—captures the dynamic and volatile progression of the medium. And there’s the avalanche of new packages from media stalwarts, such as Comcast Corp. (via its Xumo co-venture with Charter Communications) and Paramount Global (Pluto TV), which are cascading into the market alongside aggressive young content aggregators including Tubi, Freevee (Amazon), Roku and MuxIP.
Add to this mix the walled gardens of FAST channels offered by TV-makers: Samsung, LG Electronics, and Vizio, among other purveyors of connected TV (CTV), sets, not to mention the early-stage quandary about whether FAST is best suited for live events (news and sports, which is why one of the hopefuls is going after regional sports networks) or vast content libraries.
And don’t forget the constant introduction of “alternative” distribution options. For example, The Roku Channel FAST service became available in mid-July on Google TV and other Android TV OS devices, downloadable through the Google Play Store. Until then, the Channel was only accessible on Roku devices, Fire TV, Samsung TVs, the Roku mobile app, and online.
Amid this flurry of activity, there’s the predictable enthusiasm of entrepreneurs, such as Tom Link, founder/CEO of five-year-old MuxIP, who recognizes the new competitive challenge.
“At the end of Q4 last year, the industry became actively engaged in exploiting the FAST ad models,” Link told TV Tech. “Tier 1 media companies are trying to get into this space. There’s a lot of noise about how to make money and where the audiences are.”
But this enthusiasm is countered by…