FAST Channels now available include:

GolfPass: GolfPass brings together thousands of lessons from the game’s biggest instructors, exclusive series, GOLF Channel news and features, and more.

Universal Westerns: Cowboys, gunslingers, and outlaws roam the wild west in these series. Viewers can get swept away by classic tales of heroism and family adventure set against scenic frontier backdrops, such as The Virginian and Tales of Wells Fargo among many others.

American Crimes: Explore the dark side of the American dream and life behind bars, featuring award-winning series American Greed and Lockup.

The Lone Ranger: The masked cowboy known as the Lone Ranger, and his trusty accomplice Tonto, fight for justice in the wild west.

Top Chef Vault: Bravo’s Top Chef Vault has a rotating library to catch up on and learn the latest in sous-vide, gastronomy and more from the ultimate food competition show.

Made in Chelsea: Follow the lives and loves of the socially elite 20-somethings who live in some of London’s most exclusive post codes.

Oxygen True Crime Archives: Oxygen True Crime Archives is home to deep dives into infamous cases and binge-watching original series.

Bravo Vault: From Shahs of Sunset to Flipping Out, Bravo Vault immerses viewers in high-sheen content and drama.

Lassie: Join Lassie, the Martin family’s beloved canine, and her human animal companions as they embark on adventures in the Emmy-winning series.

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The arrangement reflects Amagi’s goal to provide customers with cutting edge monitoring to control and protect the value of new revenue streams as the Company’s support for live digital linear channels grows. TAG’s solution seamlessly integrates into Amagi cloud and SaaS technologies expanding its scope of operations with support for new delivery protocols, opening doors to new business models, and enriching its Quality of Service for customers. The initial launch of this integration is leveraging TAG’s easy to use APIs to allow Amagi to efficiently monitor substantial amounts of streams for key customers.

Ziv Mor, Chief Growth Officer at TAG Video Systems, commented, “Our collaboration with Amagi demonstrates the adaptability of the TAG platform, easily integrating sophisticated monitoring capabilities into a wide scope of formats and delivery protocols. We’re confident that our combined efforts will give Amagi’s customers the tools they need to keep up with the industry’s most advanced technologies, keep them ahead of the competition, and drive their business strategies.”

Srinivasan KA, Co-founder & Chief Revenue Officer at Amagi, stated, “We are excited to collaborate with TAG Video Systems, a true industry leader known for its excellence in real-time media performance monitoring. This partnership aligns perfectly with our commitment to delivering the highest level of service to our customers. TAG’s advanced all-software and cloud native technology will allow us to offer our clients more accurate and reliable services. and exceed their expectations.”

As this collaboration progresses, both TAG and Amagi are poised to explore deeper integrations and develop innovative solutions for the media industry.

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As subscription prices for streaming video services rise and more platforms introduce lower-cost ad-supported tiers, nearly two-thirds of consumers expressed a willingness to accept ads if it saves them $4-5 per month on their subscription. This preference significantly increased from just six months ago, highlighting a growing inclination towards ad-supported options over ad-free streaming.

Interestingly, the survey also points to a softening of resistance towards advertisements.

Consumers who previously identified as intolerant of ads are now more open to ad-supported services as a budget-friendly alternative. However, this tolerance is not without limits. Close to 40% of viewers preferred streaming services with fewer ads, suggesting that ad load is a crucial factor in their choice of service.

The survey findings also highlight the importance of ad load in maintaining viewer engagement. Most viewers consider ad breaks of one minute or shorter to be reasonable, with ninety seconds being the threshold beyond which ad breaks are deemed excessive. This insight is particularly relevant for advertisers, as shorter ad breaks not only retain viewer attention but also enhance perceptions of the advertised brands’ quality.

Despite the growing acceptance of ad-supported streaming, the survey reveals that many consumers are still unaware of these lower-cost options offered by major streaming services like Netflix, Disney+, and Max. This presents a significant opportunity for streaming platforms to attract new subscribers, especially those hesitant due to perceived high costs.

From an advertising perspective, streaming video offers a more favorable environment compared to traditional linear TV. The generally lower ad loads align with what viewers consider acceptable, leading to greater attention and more positive attitudes towards the advertised brands.

Mark Loughney, a senior consultant to Hub, encapsulates the situation, stating, “As consumers begin to get hit with the double whammy of needing multiple subscriptions to get their entertainment, coupled with significant price increases, opting in for advertising becomes more appealing to them.”

He further adds that maintaining reasonable ad loads is beneficial for both streaming providers and their advertisers.

These findings from Hub’s survey reflect a significant shift in the media consumption landscape, where cost considerations are increasingly driving viewer preferences towards ad-supported streaming options.

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While streaming services gain ground, they’re not without challenges. The report notes an average annualized churn rate of 50% for these services. This high turnover suggests that although consumers are flocking to streaming, maintaining subscriber loyalty remains a significant hurdle.

Smart TVs are increasingly becoming the primary means of accessing streaming content, with 65% of internet households owning one, according to Eric Sorensen, director of streaming video tracker at Parks Associates. These devices are often the first port of call for households to access their streaming services, intensifying the competition for viewer attention.

Traditional telcos and station groups are responding to the shift by launching localized streaming options.

“The hyperlocal approach clearly attracts interest from consumers,” Sorensen said. “With the increase of AVOD business models, consumer adoption indicates that relevance is a key factor, namely consumers are likely to turn off services if the service and messaging are repetitive and irrelevant to them. Even manufacturers recognize the need for personalization—for example, LG will be displaying its MyView smart monitors at CES 2024, which the company designed to deliver a personalized experience to the user.”

Cox’s Neighborhood TV, for example, is designed to strengthen community connections and lure consumers to a broader range of services. Similarly, Sinclair and Hearst are capitalizing on the demand for local content with their own streaming offerings.

The study also underscores the growing importance of personalization in streaming services. This trend is evident in the rise of ad-supported video-on-demand (AVOD) models and products like LG’s MyView smart monitors, which aim to provide a more personalized user experience.

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Jan. 29, 2024, has been announced as the date that Prime Video will begin showing ads to all existing and new users of its streaming video platform.

Prime Video is sold both as part of the broader Amazon Prime membership program, which costs $14.99 a month or $139 a year, or on its own for $8.99 a month.

Starting Jan. 29, it will cost an extra $2.99 a month to remove ads from the offering.

This means that users wanting to keep their memberships the same as they currently are will have to pay $17.98 a month to get all Prime benefits or $11.98 a month for just an ad-free Prime Video subscription. That results in about $36 in extra revenue for Amazon per year per subscriber.

The ad-supported model is planned for United States, Great Britain, Germany and Canada initially, with France, Italy, Spain, Mexico and Australia expected later in 2024.

It wasn’t immediately clear how often ads would appear or if they will be skippable, though it’s a common model to make viewers watch up to a few minutes of non-skippable ads per hour of content. 

The change will not affect Amazon’s FAST Freevee streaming platform, which is completely free but users are forced to watch ads. There is no option to remove ads from Freevee.

The change comes as increasing competition and content costs are rocking an already delicate streaming industry faced with worries of churn rates, a cluttered marketplace and increasing costs.

Many other big names in streaming, including Netflix, Max and Disney+, have all introduced ad-supported plans that make the monthly subscription fee lower than ad-free options. Paramount+ and its predecessor CBS All Access, has used the model since its debut in 2014.

This move is, in part, driven by the need to make price-conscious consumers who have to subscribe to multiple streaming services to enjoy all the content they want, less likely to cancel or pause memberships. 

Research shows that the approach of paying less in exchange for watching more ads appeals to consumers. One study suggests that at least 3 in 5 consumers are willing to watch ads to save $4 to $5 a month on a service.

There’s a flip side for streamers too — many are able to not only make up for the lower subscription rate but can actually bring in more revenue from showing ads, which has made the practice much more appealing.

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According to Hub Entertainment Research’s latest “Decoding the Default” study, smart TV apps have made significant strides, now rivaling set-top boxes as the primary starting point for viewers watching video content.

This marks a significant shift from just two years ago, where set-top boxes were nearly twice as popular as smart TV apps for beginning a viewing session.

The study reveals that 32% of viewers now start their video sessions with a smart TV app, a 10 percentage point increase from 22% in 2021. In contrast, those starting with set-top boxes (spanning live, VOD, or DVR viewing) have decreased to 30% from 41% in the previous year. This evolution indicates a notable shift in consumer preferences and habits.

For those who still prefer set-top boxes, live programming, sports, and news remain the primary attractions. However, the importance of being a consumer’s default viewing source cannot be understated. Viewers who use a service as their default are significantly more likely to prioritize it if forced to choose only one video source. In a competitive video ecosystem, retaining subscribers is paramount.

Interestingly, the percentage of viewers starting from connected devices like game consoles or streaming sticks has also seen a slight increase over two years, moving from 17% to 19%.

This trend highlights a broader shift in the television viewing landscape, with smart TV apps gaining prominence. As the battle for viewers’ first choice intensifies, understanding these evolving preferences is crucial for content providers and broadcasters in strategizing for audience engagement and retention.

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The report found that 94% of FAST viewing occurs on television screens as viewers embrace the ad-supported streaming channels for their cable-like programming and ease of use. This shift in consumer behavior has advertisers taking notice and rapidly ramping up investment.

According to the study, 84% of ad buyers already in the FAST ecosystem plan to increase their spending on FAST in 2024, building on increased investment this year compared to 2022.

Nearly half of advertisers surveyed currently buy FAST as part of their media strategy. They view it as an efficient way to extend their reach and laser target specific audiences. For example, 60% of FAST advertisers use it to reach a particular demographic.

Megan Halscheid, VP at Publicis Media, predicts this growth will continue as consumers look to cut costs on subscription services.

“More and more of the viewing audience will look to FAST to add to their viewing experience, making the format increasingly valuable to ad buyers,” said Halscheid.

Driving FAST’s popularity is the breadth and quality of programming options. About 56% of viewers believe FAST channels are on par with cable. Viewers also praise the vast selection, with 69% saying they can always find something to watch on FAST platforms.

Offerings span from local news and niche sports to themed movies and enthusiast content tailored to specific interests across services like Pluto TV, Freevee and Tubi.

Xumo, a joint venture between Comcast and Charter, noted this diverse programming as a driver of FAST’s “tens of millions” of monthly viewers.

The report predicts closer integration between FAST and linear TV as the ad-supported streaming market matures. Advertisers also expect more personalized ad experiences powered by data, and increased education around the FAST opportunity as it moves into the mainstream.

But challenges remain, especially concerning the bevy of options currently available.

While advertisers are intrigued by FAST, some report difficulty tracking performance and measuring ROI across fragmented platforms. As viewership continues to explode, establishing standardized metrics will be key to ensuring brands can quantify the value of their investments.

Still, the trajectory is clearly upward for FAST as it reshapes the streaming landscape and offers a cost-friendly alternative to subscription services. With strong demand from both viewers and advertisers, all signs point to an even faster-growing FAST industry in the years ahead.

The full report is available here.

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Research from Omdia, in collaboration with PlumResearch, highlighted this concentration of viewership during the Media & Entertainment Leaders Summit in London.

Password crackdowns may lead to free video surge, Omdia study suggests

According to Maria Rua Aguete, Senior Director at Omdia, the discussion around FAST has surged, particularly noting the significant growth over the past three years. Despite the availability of over 1,600 channels in the U.S., a small group has secured a disproportionate amount of audience attention.

Paramount Global, with its Pluto TV division, is leading this trend. The top five channels – Pluto TV Spotlight, Star Trek, Pluto TV Action, Pluto TV Reaction, and Pluto TV Comedy – represented 21% of consumption among the top 100 FAST channels in August 2023. When expanded to the top 20 channels, this group accounted for approximately half of all FAST channel visits in the same month.

Pluto TV’s success is not a one-time occurrence. The same channels have consistently topped the FAST consumption charts in June and July. These channels leverage intellectual property (IP) and elements of exclusivity, which are becoming increasingly crucial for channel operators.

Content discoverability is essential in the crowded FAST market.

With 20 channels now commanding around 50% of FAST viewership in the U.S., Rua Aguete predicts more consolidation in the future, emphasizing the growing importance of exclusive and strong IP content.

While the number of FAST channels continues to increase, with major services like Samsung TV Plus, Pluto TV, and Freevee expanding their offerings, there has been a slight decrease in channels from ViX and LG Channels. This dynamic market shows the competitive edge of having a strong content library and the challenges of maintaining audience share amid a rapidly expanding field of options.

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After a decade where cord-cutting was the defining trend, with pay-TV subscribers flocking to paid online video platforms, Omdia’s research points to 2024 as the year when a new pattern emerges.

This transition from paid to free online video services, labeled as “P2F,” is fueled by a variety of market developments.

FAST market dominated by five channels, driving one-fifth of U.S. viewership

One such driver is the crackdown on password sharing by streaming platforms. While this has temporarily bolstered subscription numbers, Omdia anticipates the effect will be short-lived.

The segment of customers gained through these measures is expected to be particularly susceptible to the P2F shift next year, especially as the industry faces production strikes and reduced programming budgets that may lower content quality.

Furthermore, the ongoing cost-of-living crisis is likely to accelerate this trend. As streaming services hike their prices to sustain profitability, the allure of free alternatives, such as Advertising Video on Demand (AVOD) and Free Ad Supported TV (FAST), is predicted to rise.

Despite this, Omdia sees potential for the continued growth of paid online video if streaming services navigate the introduction of ad-supported tiers effectively.

Maria Rua Aguete, Senior Research Director at Omdia, stresses the importance of managing ad loads carefully to avoid disrupting the viewer experience. She notes that while there is a transition towards free services, there remains a substantial opportunity for paid platforms to prosper. However, she cautions that aggressive price increases and poor ad implementation could jeopardize this growth.

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A recent study by Samba TV in collaboration with global research firm HarrisX has provided fresh insights into the millennial demographic, a group at the forefront of this transition from traditional cable to online streaming platforms.

The study, “Guide to Targeting Millennials,” took a deep dive into the streaming behaviors of over 72 million U.S. adults within this age group, who collectively hold more than $2.5 trillion in spending power. This demographic has shown a distinctive openness toward ad-supported video-on-demand (AVOD) platforms, a trend that contrasts older generations.

According to the data, 8 out of 10 millennials stream TV shows, with a whopping 84% of them using Netflix.

The study also found that 21% of millennials with a Netflix subscription opted for the ad tier, with 68% of this subset joining the platform after introducing a lower-cost ad tier. Additionally, 68% of millennials have a streaming subscription that shows ads, revealing a notable inclination towards AVOD and free ad-supported streaming television (FAST) models.

• 8 in 10 millennials stream TV shows, with 84% of those streamers using Netflix.
• 73% of millennial parents subscribe to a streaming service for just their kids.
• 68% of millennials have a streaming subscription that shows ads, more than any other generation.
• 21% of millennials with a Netflix subscription signed up for the ad tier, with 68% of this group subscribing to the platform after the lower-cost ad tier was released.
• 68% would be likely to change their streaming subscriptions if a current one released a cheaper version with ads.
• 85% look at a mobile device while watching TV.
• 72% would watch live events on top SVOD and AVOD platforms if they were offered.

Ashwin Navin, Samba TV Co-founder and CEO, remarked, “Millennials are the generation that grew up on cable and were first to cut the cord, and have revealed themselves to be a core audience on AVOD and FAST platforms.”

He added that this demographic’s willingness to view ads on streaming platforms presents a golden opportunity for advertisers. By adopting an omniscreen strategy, advertisers can effectively reach over 20% of the U.S. population, a group with greater spending power than retiring baby boomers.

This shift comes at a time when major streaming platforms like Netflix and Amazon are introducing advertising tiers to their services. Despite millennials being the pioneers in cutting the cord with traditional cable TV, their acceptance of ad-supported streaming models highlights a potential paradigm shift in the advertising domain. This willingness opens up new avenues for advertisers to connect with this influential demographic across multiple platforms, ensuring a more extensive reach and potentially better ROI on advertising spend.

The findings of this report could serve as a roadmap for advertisers aiming to recalibrate their strategies to better align with the evolving viewing habits of millennials. As the industry continues to evolve, understanding the preferences and behaviors of key demographics will be crucial for advertisers and broadcasters alike to stay ahead in the game.

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