Why you need to add FAST to your media mix

As connected TV (CTV) becomes the primary way audiences watch TV (79% of US households now own a smart TV), advertisers have a choice: stick with the familiar or move where attention is growing. 

FAST (Free Ad-Supported Streaming TV) combines the best of both worlds: TV’s storytelling power and digital’s precision.

But what is FAST? FAST is a digital streaming format that delivers scheduled, linear-style programming to TVs via the internet and monetizes through ads instead of subscriptions. It’s a cable-like experience, built for smart TVs.

Why advertisers are shifting to FAST

CTV viewership and adoption continue to surge in 2025, reaching record highs in the United States (and globally!). In early 2025, CTV penetration in the U.S. hit 88% of households, reflecting broad mainstream adoption.

The use of ad-supported streaming platforms (including FAST channels) has accelerated due to economic uncertainty, with 69% of CTV viewers preferring free, ad-supported options over subscription-only models.

Market-wide, FAST viewership in the US is projected to exceed 120 million annual viewers by 2026, up from 98.5 million in 2022. A quarter of all news-watching US households are being reached exclusively through FAST.

Pluto TV, The Roku Channel, and Tubi — a trio of major FAST brands — combined for 5.7% of all U.S. TV viewership in May 2025, a larger share than any single broadcast network, illustrating FAST’s penetration and competitive standing among US viewing options.

This audience growth is driving advertiser interest, especially when combined with streaming’s superior brand lift and performance:

• Video Advertising Bureau (VAB) data shows the average :30 TV ad generates the same amount of attention as 1.5 YouTube ads, 4.5 Facebook in-feed ads or 40 desktop display ads. Often for an equivalent (or lower) price per impression.
• FAST can deliver about 57% of ad campaign reach incremental to linear TV — meaning these viewers would not have been reached through traditional TV alone. 
• On top of that, over one-third of streaming impressions go to “light” or “no TV” households, further evidencing the unique audience FAST can access.

Major linear TV advertisers are also leaning heavily into streaming. Progressive, the top brand by linear ad impressions in the first half of 2025, also led in streaming ad impression share. Burger King, ranked second in linear, landed at No. 13 in streaming — while Liberty Mutual placed sixth in streaming impressions overall. Other brands with significant share of streaming TV ad impressions included Allstate, Hyundai, McDonald’s, Chick-fil-A, Walmart, Capital One, Nissan, and Credit Karma.

Investment on FAST enhances a traditional TV strategy by delivering incremental reach among high-value, often hard-to-find audiences.

It’s cost effective, offers a lot of scale and still delivers a full-screen, non-skippable impact, while excelling at engaging younger demographics, cord-cutters, and streaming-first households who favor personalized viewing experiences. 

Rather than replacing linear, FAST acts as a strategic extension — unlocking additional household exposure to strengthen overall campaign performance.

What does FAST look like for viewers?

FAST content is easy to access — often with no downloads and no subscriptions. It is a cable-like experience where viewers can switch between programmed channels. Your ads will display in regular ad breaks, scheduled into the content.

Here’s how users typically find FAST channels:

• Some TV manufacturers offer apps like Samsung TV Plus, Vizio WatchFree+, and LG Channels. These are available as native apps on most models and are often prominently placed on the home screen.

Samsung TV Plus appears first when users open their navigation screen on Samsung brand TVs.

• Streaming companies like Plex and Roku Channels Live TV have apps preloaded on OEM devices, and are also available for users to download from app stores. Both offer dedicated FAST sections within their apps.

Linearly scheduled FAST channels are available for free inside the Plex app, alongside dedicated tabs for the user’s own media and video-on-demand content from Plex and their partners.

Users can navigate a live electronic programme guide (EPG) in the Roku Channels experience, as well as jump directly to certain promoted channels like ABC NewsLive or NBC News. 

• Amazon Fire TV and Google TV: Offer FAST channels in built-in EPG views or enable viewers to launch channels directly from dedicated tiles in the homescreen.

The Amazon FireStick experience allows viewers to open Amazon’s FAST experience.

What kind of content is available on FAST?

The appeal of FAST lies in offering a familiar, curated television experience with broad genre diversity and no subscription commitment. First time users of FAST are often drawn to what they know: premium, familiar brands such as Bloomberg, NBC, CBS, MTV, VH1, CNN, FOX, ESPN, etc.

In fact, broadcaster-owned channels represent 30% of the top 100 FAST channels and drive 40% of total viewing hours across them. 

Reality programming is the most common type of content on FAST, but there is a wealth of options available, from classic and contemporary movies to prestige darmas. FAST is also rapidly shedding its image as the home of re-runs — 70% of FAST content was produced post 2010.

Regular FAST viewers report high levels of satisfaction with the quality of content, with 89% of live TV viewers reporting they are ‘highly satisfied’ with the quality of FAST channels available to watch.

A big disruption taking place in the last few years is the massive growth of live sports, rapidly growing both the audience and appeal of the free ad-supported model. There are now 220 sports channels available on FAST in the US, an increase of 105% YoY. FOX streamed Super Bowl LIX live on Tubi — a watershed moment for mainstream adoption of FAST for sports.

How do brands buy ad space on FAST?

There are two primary paths:

1. Programmatic buying

A flexible, data-driven path to FAST inventory.

• Available through demand-side platforms (DSPs) and private marketplaces (PMPs)
• Supports standard video formats (15s, 30s), with expanding access to contextual and dynamic creative options
• Offers scalable targeting, frequency controls, and campaign optimization tools
• Well-suited for both upper- and mid-funnel campaigns, with growing support for brand-safe, curated environments

2. Direct or managed service

A tailored route to premium placements and custom experiences.

• Involves buying directly from FAST platforms, OEMs, or content owners
• Often includes dedicated support and access to unique ad formats (e.g., branded hubs, homepage takeovers)
• Commonly used for sponsorships, tentpole activations, and co-branded storytelling

How much does it cost to advertise on FAST?

Most FAST ad buys are priced on a cost-per-mille (CPM) basis — paying for every 1,000 impressions. FAST advertising is typically more cost-efficient than linear TV or SVOD, with CPMs ranging from $20–$40, depending on inventory quality, targeting complexity, and how the buy is executed. 

Campaign cost is influenced by several factors:

• Audience targeting: More granular targeting usually increases CPMs.
• Buying method: Programmatic deals, especially via open exchanges, are generally lower cost. Direct or PMP deals with platforms or OEMs often come at a premium.
• Content type: Ads placed in live news, sports, or premium branded channels often command higher rates than long-tail or niche content.

What sets FAST apart is the value behind those impressions. Ads are non-skippable, full-screen, and delivered in a high-attention environment, driving strong engagement and brand recall. For many advertisers, this results in a better return on investment than traditional linear or even premium SVOD placements — especially when combined with FAST’s targeting flexibility and scale.  

Ready for the FAST lane?

FAST is the most efficient way to reach modern TV audiences at scale. As viewers continue to shift toward free, premium streaming experiences, FAST combines reach, attention, and affordability in one high-impact format.

And with Wurl, advertisers don’t just access FAST — they gain a direct, data-enriched supply path to it.

• Unmatched scale across the world’s leading FAST platforms
• High-quality inventory from top publishers, enriched with deep content metadata
• Easy campaign set-up through DSP integrations and PMPs

Whether you’re building brand equity, driving local sales, or boosting purchase intent, Wurl gives you the clearest, most direct route to FAST audiences — with the precision and transparency modern marketers expect.Ready to move FAST? Let’s talk.