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Viewership for The Roku Channel is up 67%, Tubi is up 21%, and Pluto TV is up 15%, according to Nielsen. Overall FAST viewers are growing steadily. US FAST viewers will reach over 116 million in 2025 and nearly 130 million by 2029, per our forecast. The Roku Channel leads with 87 million viewers, followed closely by Tubi (79.3 million) and PlutoTV (64.8 million).

OTT video鈥攊ncluding YouTube, subscription OTT, AVOD, and free ad-supported streaming TV鈥攊s extremely popular in nearly all forms. But traditional pay TV continues to reach new lows.

FAST trend grows globally: New channels from Free Live Sports, CBC, and Pluto TV showcase demand for free, ad-supported streaming options.

Younger consumers increasingly prefer creator content over TV, film: A Deloitte study indicates that advertisers need to rethink their strategies to remain competitive.

We expect Samsung TV Plus to grow steadily, reaching 25.9 million US viewers by 2029鈥攗p from 24.0 million in 2025, per our forecast. Although its viewership totals trail major FAST competitors like The Roku Channel (87.0 million), Tubi (79.3 million), and Pluto TV (64.8 million), Samsung is positioning itself as a premium and engaging alternative.

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.

Paramount鈥檚 streaming growth offsets legacy TV decline: Streaming revenues surge, but ad revenue from linear TV continued to decline, highlighting the company鈥檚 shifting priorities.

The share of total TV time spent controlled by Pluto TV and Paramount+ (both of which are owned by Paramount Global) has barely budged over the past year, per Nielsen. While we expect Pluto TV鈥檚 CTV ad revenues to exceed $1 billion in 2025, its share of total CTV ad spending will actually drop slightly to 3.1%. Tubi has made considerable progress with viewers.

The Roku Channel, Tubi, Pluto TV, Samsung TV Plus, and a handful of others will collectively draw over 115 million US viewers this year. FAST platforms aren鈥檛 subject to subscription fatigue or pricing pressures, positioning them to capitalize on other services鈥� losses in the coming zero-sum time spent environment.

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.

FAST platforms like Roku, Tubi, and Pluto TV are gaining buzz from viewers and industry professionals alike. Find out more about the FAST landscape.

On today's episode, we introduce you to the FAST (free ad-supported streaming TV) services (e.g., Tubi, The Roku Channel, and Pluto TV), explain how they became so popular, and look ahead to see what their ceiling is. "In Other News," we talk about whether the advertising space is on the mend and how significant of an ad player Microsoft is. Tune in to the discussion with our analyst Ross Benes and director of Briefings Jeremy Goldman.

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.

As streaming subscription prices increase, viewers are becoming more amendable to ad-supported tiers.