Gracenote, the content data business unit of Nielsen, released a new report providing data and insights on the changing state of free ad-supported streaming television (FAST) for distribution platforms and advertisers seeking to monetize consumer engagement with FAST programming. The report delves into the number of active FAST channels in key markets, the amount of available content and FAST program level metadata including type, genre, recency and exclusivity.
”FAST is in many ways a unique service, but its lifeblood is still content,” said Tim Cutting, Chief Revenue Officer at Gracenote. “So, program-level metadata providing understanding of FAST content is more important than ever to audience engagement and advertising initiatives.”
The number of active FAST channels in key markets including the U.S., U.K., Germany and Canada have nearly doubled since mid-2023 to more than 1,610 today according to the Gracenote report. Nearly three-fourths of the available FAST channels are in the U.S., the leading FAST market. Collectively, more than 178,000 unique programs, episodes and movies are available on FAST channels providing viewers abundant program options. The report taps Gracenote’s Global Video Data, the industry’s most comprehensive database of TV show and movie information.
Given the large and growing amount of channel and content choice available to viewers, user experience must be a priority for FAST just as it’s a critical element for any TV service seeking to monetize viewer engagement with content. The primary enabler of outstanding TV user experiences is program metadata comprising show-level attributes and descriptions and powering advanced content discovery and contextual ad targeting capabilities.
The latest report reveals significant trends in the growth and evolution of FAST (Free Ad-Supported Streaming TV) channels. Contrary to the past perception of FAST as merely an archive for old content, over 70% of its programming has been produced since 2010. The top three genres dominating FAST are sports, reality, and news/commentary, with reality emerging as the fastest-growing segment—expanding by an impressive 626% from 19 to 138 channels since July 2024. Sports channels have also seen rapid growth, more than doubling in the past year to reach 220. Meanwhile, entertainment remains the most prevalent genre on FAST, with 303 channels. According to Gracenote, this genre encompasses TV programs that follow a non-story-based format, typically filmed live in a studio.
Gracenote’s industry-leading program metadata covers 40M+ titles in 260+ streaming catalogs in 35 languages and 80+ countries. The same metadata that powers the user experiences of the world’s biggest and most innovative TV providers also enables data-driven decision-making to help content distributors and owners succeed amid rapid change.