Decoding FAST
What Does the Future Hold for FAST?
When considering the future of the format it’s important to look
ahead to what FAST will see in 2025 and the longer-term trends that will occur by 2030.
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FAST by 2025
FAST in 2030 will be radically different from that in 2025,
much as 2025’s landscape will be alien to 2020’s. Key to
this will be AI, the convergence of TV with FAST and
freemium upsells.
Within the next few years, many FAST services will
offer 1,000 channels or more. AI will make that possible,
ensuring that users only see the most relevant 200-300
in a grid, offering unparalleled choice and options to
the consumer.
Cable networks will continue to run brand extensions
for older content, but in a bid to reach the maximum
number of viewers, all broadcast networks will follow
Ion’s trendsetting move to FAST and offer livestreams of
their own via FAST. Advertisers will embrace this as it
will offer them the greatest possible reach to their
target audiences.
TV tentpoles—major sporting events and awards shows—
will simulcast on FAST. This will begin with events like
The Emmys and the Champions League final, but will
culminate with The Oscars and the Super Bowl as
networks look to deliver the greatest number of viewers.
Finally, the role of FAST as an upsell for premium
subscription services will continue. This will take two
forms. The first will be an offering with episodes
available on a linear basis for free, but available to be
watched on-demand for a fee. The second will be an
extension of what we already see for services like BritBox,
Paramount+, and Peacock. By 2030, all major SVODs,
including Apple TV+, Disney+ and Netflix, will have FAST
channels featuring relevant library content designed to
entice people to subscribe and keep them from churning.
FAST by 2030
Media’s Increased Involvement
A key evolution that will continue into 2025 will be the
embrace of big media brands running FAST channels. It’s
likely we will see more announcements like NBCUniversal’s in
the summer of 2023, that they will be releasing 50 new FAST
channels, as media companies mine their content libraries to
create both genre-curated channels like Universal Crime and
many more single-IP channels like Lassie, E! Keeping Up, or
Conan O’Brien TV . Each FAST channel expands a media
brand's reach and advertising inventory—a strong incentive.
In addition, we will see more channels launched by celebrities,
featuring content that the celebrity themselves would watch.
(There is strong potential within this area for programming
blocks from content providers like Vevo for elements like
“Mike’s favorite songs from the 80s.”).
Non-Traditional Media in FAST
The embrace of social media influencers in FAST will also
continue. The likes of channels by creators and brands like
Preston & Brianna, Mythical, Mr. Beast and Unspeakable are
just the beginning as Gens Z and Alpha discover the format.
This influx of recognizable content will have a positive effect
on smaller independent channels. Many of today’s indepen-
dent channels will not be around in 2025. Some will merge to
create a mega-version of a particular genre—think an MMA
channel based on four or five existing ones—and others will
find new life as content licensors to larger channels who
require fresh content in their schedules.
FAST and TV Will Become the Same to Consumers
The distinction between broadcast and cable TV networks and
FAST channels will continue to blur. More MVPDs and virtual
MVPDs will include FAST channels into their lineups as they
become indistinguishable from traditional TV channels. The
continued invasion of FAST by TV brands will also add to this
blurring from a consumer perspective—if TV channels are on
FAST, surely then FAST must be TV? We may start to see the
traditional idea of a network encompass FAST channels. We
should also be on the lookout for a new term arising from
consumers themselves.
The Battle for Control
The entry point for watching FAST will become increasingly
important. Companies who control distribution—TV sets,
video game consoles, set-top boxes and other connected
devices—and own a FAST service powering it—will become
the defacto entry point for FAST channels.