From binge-worthy boxsets to live linear channels, the way we watch TV has changed. The rise of Connected TV (CTV) and Free Ad-Supported Streaming Television (FAST) is transforming not only how audiences consume content but also how marketers reach them.
As consumers grow weary of high subscription costs and subscription fatigue sets in, more viewers are turning to free alternatives like FAST channels.
- Two in three (66%) TV content viewers in the US are using free, ad-supported streaming TV (FAST) platforms in a typical month, according to Horowitz Research
- Over 7 in 10 (73%) FAST users agree that TV is more enjoyable now that they can turn on these free services and watch whatever is on.
For marketers, this means access to large, diverse audiences across smart TVs and streaming devices, with the added bonus of granular ad targeting, measurable outcomes, and a lower barrier to entry than traditional TV buys.
CTV Is the New Prime Time
CTV refers to any television that can stream content over the internet. This includes smart TVs and devices like Roku, Fire TV, and gaming consoles. It provides users with access to both on-demand video and live programming through apps and services that operate outside the traditional broadcast and cable boundaries.
CTV has rapidly become a dominant force in the media landscape. With 88% of U.S. households owning at least one connected TV device and streaming becoming the default mode of viewing for younger audiences, marketers are quickly shifting their budgets to meet audiences where they are. CTV allows advertisers to combine the immersive storytelling of television with the precision of digital targeting.
Unlike linear TV, CTV supports interactive formats, dynamic ad insertion, and performance tracking. This opens up a new era for video advertising, where brands can serve tailored messages across premium inventory, all while optimizing for reach, frequency, and performance.
FAST Channels: The Return of Linear TV, Reimagined
FAST stands for Free Ad-Supported Streaming Television. These channels mimic traditional linear TV with scheduled programming but are delivered via the internet, without any subscription fees. The trade-off? Ads. But unlike traditional cable, FAST channels are flexible, free, and often highly specialized by genre, interest, or audience.
Platforms like Tubi, Pluto TV, Roku Channel, Freevee, and Samsung TV Plus have made FAST channels widely accessible, offering content that ranges from classic sitcoms and cult favorites to live news and niche verticals. This retro-meets-modern format appeals to audiences seeking background entertainment or a curated, low-key experience.
For advertisers, FAST provides a scalable, brand-safe, and measurable video environment. Audiences are not just growing, they are engaged.
A recent study found that only 7% of viewers skip ads on FAST channels, and more than half of millennial and Gen X viewers tune in each month. This makes FAST a prime space for awareness, consideration, and even conversion campaigns.
A Performance-Driven Ecosystem for Advertisers
CTV and FAST platforms bring together the best of both worlds. Advertisers can leverage the storytelling potential of TV with the targeting and measurement of digital. Key benefits include:
- High-quality inventory in brand-safe environments.
- Granular targeting based on content, geography, and device.
- Real-time performance metrics like impressions, completion rates, and conversions.
- Lower CPMs compared to traditional TV spots.
Because these platforms are digital-first, they enable seamless integration with broader omnichannel strategies. For example, a campaign might target viewers of a specific FAST cooking channel with a video ad and then retarget them with native or display ads on the open web.
Content Libraries and the Evolution of FAST
One of the early value propositions of FAST was access to vast content libraries. Many services built their offerings on classic shows and older programming, giving dormant IP new life. However, as those libraries become saturated, the next phase of FAST growth will depend on innovation.
Some platforms are beginning to invest in original content, while others explore partnerships and content swaps. Well-funded services may lead with fresh programming, while others will focus on curating genre-specific channels or mining niche interests.
The bottom line: FAST is evolving, and so are viewer expectations. Marketers who adapt quickly will be those who understand how to pair the right creative with the right context at the right time.
Why Now: The Strategic Value of CTV & FAST
Marketers are under pressure to do more with less. Rising acquisition costs, data restrictions, and shifting consumer behaviors make it essential to invest in channels that deliver attention and performance. CTV and FAST check all the boxes:
- Growing audiences and screen time.
- Better targeting and measurement.
- Brand-safe environments.
- Inventory diversity and creative flexibility.
- Cost-effective compared to traditional broadcast buys
Whether it’s a national brand looking to replace linear TV spend or a challenger brand exploring high-impact video, the CTV and FAST ecosystem offers solutions for upper-, mid-, and lower-funnel goals.
Looking Ahead: Sustainable Growth in CTV & FAST
The expansion of CTV and FAST is not without challenges. Measurement standardization, content licensing, and viewer fragmentation are hurdles that the industry is still working to overcome. Yet, the demand for accessible, ad-supported streaming continues to grow, and advertisers are responding accordingly.
As more platforms refine their offerings and invest in better ad experiences, marketers will gain even greater control over how they connect with audiences. From tailored content alignment to contextual targeting powered by AI, the future of CTV and FAST is about relevance at scale.
Discover Seedtag's Solutions for CTV
As the CTV and FAST landscape continues to evolve, brands that align their messaging with the right context and deliver it at the right moment, will rise above the noise. That’s where contextual intelligence makes the difference.
At Seedtag, we help marketers unlock the full potential of video advertising through privacy-first, AI-powered targeting that goes beyond demographics. Whether you're launching on a FAST channel or scaling CTV reach, our solutions are built to deliver attention, relevance, and results - all without relying on personal data.
Curious how it works? Let’s talk about how Seedtag can elevate your next video campaign.
Explore our solutions and see how you can drive performance in the evolving video landscape.
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