More streamers around the world are incorporating free, ad-supported streaming TV (FAST) content and channels into their television diets, according to the latest findings from streaming tech provider Amagi.

This week, the company released its 14th Amagi Global FAST Report, which showed global hours of viewing by 95 percent in 2024 compared to the prior year, leading to a 65 percent year-over boost in advertising impressions. The data was based on nearly 3,300 FAST channels that Amagi distributes on behalf of programmers and content providers around the world.

The region with the biggest year-over increase in hours viewed was Asia-Pacific (APAC, 132 percent), followed by the United States and Canada (98 percent) and Europe, the Middle East and Africa (EMEA, 83 percent, counted as a whole). In Latin America, FAST hours of viewing increased 58 percent.

All regions reported by Amagi showed year-over increases in ad impressions, with APAC leading the way at 130 percent. EMEA had the smallest rate of growth at just 48 percent.

Entertainment and news-based channels are the most popular genres of FAST channels distributed by Amagi, the company reported.

In the United States, entertainment FAST channels accounted for 44 percent of viewing hours, while news content comprised 26 percent of hours viewed. Among entertainment-based channels, those that offered comedy, drama and reality-based programs accounted for one-fifth of all entertainment-based viewing, Amagi said. There were 380 entertainment FAST channels launched in the U.S. and Canada last year, comprising nearly one-third of the 850 new channel launches in the region.

A survey of more than 500 U.S. households showed 72 percent regularly watch streaming content from FAST platforms, including The Roku Channel, Paramount’s Pluto TV and Fox Corporation’s Tubi. Among those who watch FAST content, half said they stream FAST a few days a week, while 37 percent said they stream “most” days of the week.

Three out of four households said they subscribe to a streaming service like Netflix, Prime Video, Max or Hulu, while 28 percent affirmed having a traditional pay TV subscription.

The number of streaming choices does not always yield to an easier experience for consumers, with 66 percent of U.S. households surveyed complaining that the various choices of streaming channels, platforms and subscriptions has made the landscape confusing.

“Our latest report shows a significant trend: Viewers are flocking to free streaming services, but they’re getting frustrated with the fragmented experience of jumping between multiple platforms,” Srinivasan KA, the co-founder and Chief Revenue Officer at Amagi, said in a statement. “This presents a clear opportunity in the market, as video services that can offer a seamless, integrated experience combining free, paid, and ad-supported models will stay on top. Content providers need to take a hard look at their distribution strategies, break down their silos, and unify operations. While unifying steaming operations will deliver efficiency, it’s ultimately about meeting the changing demands of today’s viewers.”