This year, streamers are switching to ad-supported models, which will lead to a sharp increase in the FAST segment in 2023. Free ad-supported streaming television (FAST) is available to users without purchasing a paid subscription. It broadcasts traditional television programs and films created by studios, unlike platforms that primarily offer user-generated content (YouTube and Twitch).

Several other factors will contribute to the growth of the market. They were identified by Whip Media and Amagi Analytics analysts after analyzing the market in 2022, writes "Cableman".

First, this is due to the fact that the higher cost of living is prompting audiences to seek more affordable, in terms of cost, sources of high-quality content. As analysts noted based on the results of surveys, 33.2% of consumers in the United States would give up their TV subscription as a cost-cutting measure, while 67% would switch from SVOD to FAST.

Second, given that audiences are cutting back on content consumption spending, streamers and other well-known content brands have begun to switch to ad-supported models, and FAST platforms themselves continue to expand by introducing new channels and programs. This, in turn, leads to an improvement in the quality of content.

Researchers note that ad impressions and watch time in the third quarter of 2022, compared to the third quarter of 2021, increased by 99.97% and 51% respectively in Europe.

The availability of video content broadcasting devices connected to or built into the TV (CTV) is a key indicator of the adoption of FAST channels in the market. For example, CTV coverage in Western Europe has reached 70% and continues to grow. In Central and Eastern Europe, this figure was below 50%. At the same time, in the third quarter of 2022, there was a sharp jump in the number of FAST views — more than 1500% compared to the third quarter of 2021.

In the UK, coverage reached 85%. In the period from the third quarter of 2022 compared to the third quarter of 2021, the total number of watch hours increased by 37.44%, and the number of ad impressions increased by 60.80%.

France and Italy showed growth in the total number of watch hours in the same period by 120.77% and 111.54% respectively. In terms of ad impressions, Italy showed the highest growth — by 501.98% year-on-year, France was second with 312.66%, Spain — 260.06%, Austria — 124.23%, and the Netherlands — 106.23%.

In the US, ad impressions grew year-on-year by 130%, and total watch time grew by 84%.