July 21, 2022
Comcast July 21 launched new information that means client are embracing free ad-supported streaming TV (F.A.S.T.), claiming the distribution channel gives shoppers with streaming providers that additionally function linear-style channels, encourages a “lean-back expertise” and content material discovery that mimics conventional TV viewing.
In line with the report, F.A.S.T. penetration amongst households has greater than doubled year-over-year. Right this moment, six out of 10 households who’ve linked TVs are utilizing F.A.S.T. providers solely or along with different providers – getting a TV-like viewing expertise with out the prices or logins required for linear TV or paid streaming.
“F.A.S.T. is a quickly rising ad-supported medium for shoppers to look at and uncover premium streaming content material in an surroundings that mimics linear TV,” James Rooke, president of Comcast Promoting, stated in a press release. “As advertisers look to effectively maximize their attain in an more and more fragmented viewing panorama, F.A.S.T providers are a helpful complement to conventional TV and different AVOD streaming choices as a part of a holistic multi-screen media plan.”
The report appears at new traits from Comcast-owned F.A.S.T. supplier Xumo and divulges that the typical consumer spends about 104 minutes inside the platform as soon as they’ve entered. Many shoppers could also be touchdown on F.A.S.T. channels with out even realizing it, as many are programmed straight into the channel information by TV producers, in line with Comcast. Not surprisingly, 70% of Xumo customers are twine cutters, counting on F.A.S.T. as a complement to subscription video-on-demand (SVOD) providers.
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In line with the report, advertisers and programmers alike are seeing the worth of F.A.S.T providers at this time. In line with Horizon Media, “the F.A.S.T. trade has grown exponentially and overlaps fairly a bit now with what conventional TV has to supply when it comes to each content material and viewers. Promoting on F.A.S.T. permits us to succeed in our focused viewers and is a helpful complement to our TV price range.”
“As prospects discover extra methods to look at the content material they love throughout a mixture of providers, F.A.S.T. channels have change into a key a part of our media combine for acquisition and consciousness, in addition to focused campaigns to super-serve key audiences,” stated Amanda Garcia, senior director of partnerships at Paramount+.