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Subscription and ad-supported video-on-demand services like Netflix, Disney+, and Crave, as well as free ad-supported streaming TV channels like Pluto TV and Roku, have attracted substantial audiences among cord-cutters and younger age groups. Add the dominant YouTube to the list, and the menu only gets fuller. Podcasts and streaming are boosting digital listenership.

The number of active FAST channels has increased by 42% globally since mid-2023, exceeding 1,610 channels. The US shows the most growth, with nearly three-quarters of active channels (1,189) available in this market. Over 178,000 unique programs, films, and episodes are available on FAST channels, with more than 70% of available programming produced since 2010.

At the same time, use of subscription video-on-demand (SVOD) and ad-supported video-on-demand (AVOD) increased: Gen Zers watched an average of 56 minutes per day in 2023, up from 53 minutes in 2022 and well ahead of all other age cohorts. Video-sharing platforms are the new video viewing destination.

Click here to view our full forecast for US time spent with free ad-supported streaming TV (FAST). FAST still trails more established digital video options by a wide margin. Of the 4:01 per day adults will spend with digital video, nearly 48% will go to sub OTT platforms. Significant additional shares will go to YouTube and social video (TikTok, Instagram Reels, etc.).

As budgets shrink, brands will shift spend toward lower-cost, performance-driven inventory鈥攆avoring free ad-supported streaming TV (FAST) and ad-supported video-on-demand (AVOD), even as those environments become more crowded. Automotive import tariffs could cut sales, complicating marketing plans.

This screen commands the heaviest share of viewer engagement and is addressable via multiple ad channels: linear or live TV spots; ad-supported video-on-demand services such as Netflix, YouTube, and a host of others; and free ad-supported streaming TV (aka FAST channels), including Pluto TV, Tubi, Rakuten, and Roku. Influencers are a key channel for targeting Gen Z.

CNN and Roku want to thrive in the FAST lane: Both are launching free ad-supported streaming channels to lure price-conscious consumers.

Go deeper: Want more ad supported video-on-demand (AVOD) CPM benchmarking data? PRO+ subscribers have access to Industry KPIs, our collection of more than 400 benchmarks in marketing and retail and ecommerce across a range of industries and countries. PRO+ subscribers also have access to data for more quarters than what is showcased in this report. Hulu鈥檚 ad prices are the most consistent.

Ad-supported video gains viewership, time spent on digital video surpasses TV, and streaming services pivot from audience growth to profitability.

Just as television evolves, so does its advertising potential. With a significant increase in viewership for ad-supported streaming services and FAST channels, the opportunity for advertisers is immense. Discover how the shift towards legacy and rerun content is reshaping strategies.

YouTube is the most widely used free video service among US internet users of all generations, according to Kagan. Its highest saturation is among Gen Zers (82%) and millennials (78%).

Sports streaming momentum keeps building: Roku and NBA team up on FAST channel as Peacock and Prime Video win more exclusive streaming deals.

As the TV and streaming landscape becomes increasingly fragmented, the terms used to describe different ways to watch are multiplying. We鈥檝e already broken down the difference between connected TV (CTV) and OTT. With subscription video-on-demand (SVOD) platforms becoming ad-supported SVODs, and ad-supported video on demand (AVOD) platforms building out free ad-supported TV (FAST) platforms, it鈥檚 difficult to keep track of what cord-cutters are actually watching. Here鈥檚 a breakdown.

Nearly a third of the US population will be free ad-supported streaming TV (FAST) viewers by 2027, accounting for a total of 114.5 million viewers, according to our September 2023 forecast. That large audience base, coupled with the rise of new players and the abundance of ad inventory, is making FASTs increasingly appealing to media planners鈥攅specially those on a budget.

Free ad-supported streaming TV (FAST) services like The Roku Channel, Tubi, and Pluto TV will bring in tens of millions of viewers this year, though time spent with the platforms isn鈥檛 comparable to that of Netflix or YouTube, according to our forecast. Still, marketers should keep an eye on these streaming services, especially those with parent companies like Paramount or Fox that may be able to spin free viewers into paid members.

On today's podcast episode, we discuss what was behind the streaming giants staggering subscriber growth, how Prime Video's new ad-tier will affect Netflix, and how a deal with the WWE changes its sports strategy. "In Other News," we talk about an important milestone for ad-supported video streaming. Tune in to the discussion with our analyst Daniel Konstantinovic.

Latin America鈥檚 digital economy is proving resilient despite macroeconomic headwinds. In 2023, marketers and advertisers will focus on reaching consumers across retail media, livestreaming ecommerce, and ad-supported video streaming.

More subscription video streaming services are pushing advertising. At the same time, free ad-supported streamers are gaining viewers. These developments provide advertisers with more options to find audiences.

The platform鈥檚 rolling password-sharing crackdown has not hurt its viewership figures as much as we once thought it might, and the introduction of its lower-cost ad-supported video-on-demand (AVOD) tier has helped its subscription growth considerably. Netflix has also proven to be an industry leader in producing non-English-language content and tailoring its films and series to international markets.

They utilize first-party data from retailers to target viewers in ad-supported video-on-demand services. The Mars survey found that Amazon, Loblaw, and The Home Depot offer CTV integration in Canada. Domestic RMNs provide a wider range of advertising options by tapping into loyalty programs. Loblaw Advance targets nearly 16 million PC Optimum loyalty customers in Canada.

Free ad-supported streaming TV (FAST) services represent the fastest-growing video format, with platforms like Tubi, Roku Channel, and Samsung TV Plus gaining significant traction. The average adult now spends about 19 minutes (0:19) daily with FAST services in the US鈥攏early double the time spent in 2021, according to our January forecast.

Ad-supported video-on-demand (AVOD) services will gain more than triple the US viewers that subscription OTT video will this year, per our forecast. AVOD will add 13.3 million viewers, including 4.3 million from free premium platforms, for a total of 157.1 million. Meanwhile, subscription OTT services will gain 4.3 million viewers to reach 222.2 million.

US consumers are flocking to low-cost plans with some amount of advertising.In 2022, increases were especially pronounced among ad-supported video on-demand (AVOD) services.

Can Fox turn Tubi into a major streaming brand? The free, ad-supported streaming service is in a strong position to weather a difficult chapter.