From tune-in to incremental revenue: The business case for live on FAST

Audiences are increasingly migrating to free ad-supported streaming TV (FAST), with viewing hours and new household reach up 29% and 13% respectively. As a result, the dynamics of FAST viewership and monetization are shifting. While on-demand libraries played a crucial role in getting free streaming channels off the ground, it’s live programming that’s now poised to unlock the next wave of growth. 

In Wurl’s latest guide, Live Programming on FAST: A Strategic Guide for Content Companies, we unpack how publishers and streamers can best maximize their live event opportunities in streaming. This timely programming can attract premium advertiser demand, enable greater monetization flexibility, and generate higher ad yield by opening up new types of inventory and more viewers.

Let’s break down how live programming drives audience engagement and fuels monetization.

Live content drives higher engagement — and more ad impressions

In a streaming environment defined by endless choice and passive browsing, live events give viewers a reason to stop and tune in now — transforming free streaming TV from lean-back entertainment into appointment viewing. Sports, concerts, fan-fueled reality reunions, and breaking news create urgency and elevate visibility.

On FAST platforms, where UI elements like “What’s On Now” carousels elevate live content in the channel guide, these moments consistently drive spikes in visibility and session starts. According to Loren Wilson, CEO of SPACEMOB, channels can see up to a 400% increase in viewership during live events — a figure that’s not only impressive in the moment, but has staying power when supported with follow-up programming and smart scheduling.

This halo effect matters. Viewers who discover a channel through a live event are more likely to stick around, explore additional content, and return for future streams — behavior that drives longer average session lengths. And according to Wurl’s March 2025 CTV Trends Report, channels with longer sessions consistently outperform others in both ad fill rate and CPMs, making live content not just a brand builder, but a powerful revenue driver.

When done right, live programming serves as a viewership boost and flywheel for sustained engagement and scalable monetization.

Built-in ad breaks and in-stream ad opportunities allow for flexible monetization

Unlike VOD, live content includes natural breaks — halftimes, intermissions, timeouts — that create ideal windows for ad pods. Because these pauses are expected, they feel seamless to the viewer and don’t disrupt the experience. In fact, audiences are more likely to stay engaged during these moments to avoid missing the return of live action, making them especially valuable for monetization.

Even better? Live creates ideal spaces for in-stream ad formats like L-bars, overlays, and picture-in-picture. These ad placements run within the stream, maximizing monetization during non-action moments without forcing viewers to disengage. 

Through Wurl’s direct integration with Transmit, enabling these in-stream units is simple and low-lift for our partners. Publishers can activate them with just a quick opt-in and instantly access Transmit’s Demand Marketplace, or fill inventory with direct-sold sponsorships.

Partnering with Wurl and Transmit to integrate in-stream ads allowed us to connect with viewers during high-attention moments without disrupting the action. It’s a powerful example of how advertisers can work with Scripps to engage with one of the largest concurrent audiences in FAST.

Seth Walters

VP, Head of CTV Sales

The E.W. Scripps Company (ION)

For advertisers, this translates to high-impact placements and better attention metrics. For content owners, it means premium CPMs and incremental revenue — with zero lift when using Wurl’s Transmit-enabled integrations.

A doorway to direct advertiser relationships

Live events do more than fill ad slots — they open the door for sponsorships and branded partnerships. Whether it’s a live sports tournament or a fan Q&A, these moments create shared cultural relevance that advertisers want to be part of.

Wurl clients have used live programming to initiate new conversations with brands, deepen existing relationships, and bundle sponsorships across multiple events — transforming one-time moments into repeatable monetization strategies. For content companies, it’s a powerful way to differentiate themselves in a crowded FAST ecosystem and establish long-lasting, high-value advertiser relationships.

Key takeaway: Live programming isn’t just a content play — it’s a strategic lever for monetization

From built-in ad breaks to immersive in-stream formats, live events open the door to more impressions, higher CPMs, and stronger ROAS. They offer the kind of real-time engagement advertisers pay a premium for — and give content companies the chance to forge deeper, direct relationships through sponsorships and branded partnerships.

Get Wurl’s guide to Live Programming on FAST to learn the tactics, platform strategies, and monetization models used by top content companies in free ad-supported streaming.

Wurl makes it easy to go live

With Wurl’s Global FAST Pass, content owners can program, distribute, and monetize live content seamlessly with:

• Self-serve stream control: Start live streams in real time and transition back to pre-recorded content
  
• Ad support: Insert traditional ad pods or enable in-stream formats via Transmit, and access our networks of programmatic demand for turn-key monetization
  
• Platform guidance: Navigate distribution negotiations with expert help