Key Points
- FAST viewership grew 34% between 2022 and 2026, compared with 10% growth for subscription streaming services, according to Samsung Ads.
- Ad-supported streaming now reaches 85% of U.S. households, accentuating the growing role of FAST platforms in everyday viewing habits.
- Sports, reality programming and news are the three most-watched FAST content genres, with live programming driving engagement.
Free ad-supported streaming television (FAST) services have emerged as one of the fastest-growing segments of the television industry, with viewership growth significantly outpacing subscription streaming platforms over the past several years, according to a new report released by Samsung Ads this week.
The white paper, “FAST Forward: The Now & Next of Streaming TV,” argues that FAST services have transitioned from a niche alternative for cord-cutters into a mainstream component of the television ecosystem, driven by consumers seeking easier access to content and relief from rising subscription costs.
Samsung said FAST viewing has grown three times faster than subscription streaming over the last three years. Citing industry data, the company noted FAST viewership increased 34 percent between 2022 and 2026, compared with 10 percent growth for subscription streaming services during the same period.
Broader shifts in consumer viewing behavior are also accelerating FAST adoption. According to research cited by Samsung, 85 percent of U.S. households now watch ad-supported streaming content, while FAST platforms have become a regular part of daily viewing routines. Rather than replacing subscription services entirely, FAST offerings increasingly serve as complementary platforms, providing always-available programming between premium original series offered by paid streamers.
Samsung highlighted the growth of its own Samsung TV Plus service, which offers more than 750 free channels spanning news, sports, movies, children’s programming and entertainment. The company said Samsung TV Plus ranks among the most-viewed applications on Samsung smart televisions and benefits from strong co-viewing among family households.
Sports, reality programming and news are identified as the three most popular content categories on FAST platforms. Live programming remains a major investment area, particularly for news and sports channels, which Samsung says help reinforce habitual viewing patterns. More than 70 percent of content currently available on FAST services was produced within the past 15 years, challenging perceptions that the platforms primarily rely on older library programming.
For advertisers, Samsung argues FAST platforms offer a combination of scale and targeting that has historically been difficult to achieve. Because many FAST services are integrated directly into smart television operating systems, advertisers can leverage device-level viewing data to improve audience targeting, frequency management and measurement.
That advertising opportunity is expanding beyond traditional video spots. Samsung pointed to growing adoption of interactive and shoppable ad formats designed to connect viewing directly with purchasing activity. The company recently expanded its commerce capabilities through a partnership with Amazon DSP that enables “add to cart” functionality within ads shown on Samsung TV Plus.
Samsung said FAST audiences are increasingly attractive to marketers because of their purchasing power and engagement. The company reported a median household income of $104,000 among Samsung TV Plus viewers, with those viewers more likely than the average U.S. household to earn more than $250,000 annually and spend heavily on categories such as travel, apparel and luxury vehicles.
The sector is expected to continue expanding over the next several years. Samsung cited industry projections showing global FAST revenue growing from approximately $8 billion in 2023 to $17 billion by 2029.
One of the biggest takeaways of the report: Samsung concludes that FAST platforms, like its own Samsung TV Plus, is starting to achieve the same level of reach as traditional linear TV formats like broadcasting and cable. That should come as no surprise: Samsung TV Plus is built into all Samsung smart TVs by default, and it’s the first thing that pops up when a customer first powers on their TV, until they switch off the behavior in their settings.
As for reach, Samsung has it: The Tizen streaming platform is the second most-used in the United States, according to the latest research from Parks Associates, just behind Roku’s connected TV operating system. Nearly one in four smart TVs used in American homes is built and powered by Samsung, giving the company enormous leverage with advertisers when it comes to reaching prospective consumers in their living rooms.
To download the Samsung Ads report, click or tap here.
