In a significant shift reshaping the television landscape, a growing number of U.S. consumers are turning to free ad-supported streaming TV (FAST) services to meet their live TV needs, according to Horowitz Research’s latest report, "State of Viewing and Streaming 2024." The study reveals that 60% of U.S. viewers now stream live content on at least a weekly basis, signaling a steep decline in reliance on traditional cable or satellite services.
In a rapidly evolving media landscape, free, ad-supported streaming TV (FAST) services have quickly become the leading source for live viewing,with 40% of live viewers saying they typically watch live TV on FAST, followed by traditional cable/satellite providers (36%), subscription streaming services (33%), YouTube (19%), and virtual MVPD services (16%).
The most popular platforms include YouTube (42%), live TV features within streaming apps like Hulu or Sling (28%), and notably, FAST services such as Pluto TV, Tubi, and Samsung TV Plus, which account for 21%. These free services, supported entirely by advertising, have become go-to destinations for viewers who want live content without the cost of a pay-TV subscription.
While older viewers (91% of 50+ year-olds) tend to be more likely to watch live TV, most younger viewers (78% of 18-34 year-olds and 81% of consumers ages 35-49) report doing so as well. In fact, the Horowitz study finds that almost 6 in 10 (57%) consumers spend at least half of their viewing time with live content. Predictably, live news and sports are the most popular live genres, followed by current episodes of new TV shows.
The transition is particularly pronounced among multicultural audiences. The report highlights that 47% of Black viewers, 46% of Latinx viewers, and 39% of Asian viewers report weekly use of FAST services—a significant uptake compared to just 30% among White viewers. This growing engagement reflects the broader appeal and accessibility of FAST platforms, which are increasingly investing in curated content that resonates with diverse communities.
“The definition of TV has evolved,” said Adriana Waterston, EVP and Insights & Strategy Lead at Horowitz Research. “Today’s viewers want the flexibility to access live content anytime, anywhere, and FAST platforms are delivering that in a compelling, low-barrier format. Their rapid growth underscores a deep appetite for content that feels both familiar and fresh, without the burden of subscription costs.”
Horowitz’s research also underscores that the shift toward streaming live TV is being driven not just by cost-savings, but by ease of access, interface usability, and content relevance. FAST platforms are increasingly investing in genre-specific channels, news, sports, and multicultural programming to further differentiate themselves.
As the line between traditional and streaming TV continues to blur, FAST services appear well-positioned to capture even more market share, especially as consumer fatigue with multiple subscription services intensifies. With live streaming habits becoming the norm and major players like Pluto TV and Tubi expanding their content libraries and ad tech capabilities, the free ad-supported model could reshape the economics of television for both viewers and advertisers in the years ahead.