FAST business: live content emerges as a growth engine

Amagi has released its 15th "Global FAST Report," underscoring the growing role of live content in driving the Free Ad-supported Streaming TV (FAST) ecosystem worldwide. The report highlights how sports, in particular, have become the cornerstone of audience engagement, with 84% of all live events managed by Amagi in the first quarter of 2025 falling under the sports category.

“Live content is becoming a defining feature of FAST, not just in sports but across genres that benefit from real-time engagement,” said Srinivasan KA, Director & President - Global Business at Amagi. “What we’re seeing now is a shift in how audiences consume free streaming — they’re not just browsing channels but tuning in for moments that matter. As the FAST ecosystem matures, platforms and content providers can build more dynamic, event-driven programming strategies that are aimed at driving loyalty and monetization. Our goal at Amagi is to enable this shift — with the infrastructure, data, and flexibility to support live and linear content at scale.”

Industry leaders echo this trend. Joe Franzetta, Head of Sports at Roku Media, emphasized the importance of extending beyond live games: “One specific contribution we’ve made to the live sports streaming ecosystem is our deep commitment to content aggregation, which extends far beyond live games and events. Our platform creates more opportunities for user engagement by offering various ancillary content like clips, highlights, and other short-form videos.”

The findings reflect broader shifts in viewing behavior. According to Amagi’s consumer survey of over 500 U.S. households, 67% of viewers now watch live events on streaming platforms, both paid and free. Daily or weekly live content consumption is widespread, with 70% of respondents engaging regularly. Furthermore, 47% said that access to a free live event would encourage them to trial a paid streaming service, demonstrating the power of live programming to drive platform acquisition and retention.

The Amagi report concludes that the combination of sports-led programming and complementary content strategies has positioned live events as the central driver of both viewer loyalty and monetization in the FAST marketplace. By leaning into live sports and real-time experiences, platforms are building not only stronger engagement but also opening pathways to convert free users into paying subscribers.