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FAST Forward: Why Free Ad-Supported Streaming Is Redefining Premium TV

By: Alex Strickland, Head of Programmatic Supply Relationships, FreeWheel

A couple watching TV

Free ad-supported streaming TV (FAST) has moved well beyond its early days and has now established itself as a cornerstone of the premium video ecosystem. Offering the same lean-back, high-quality experience as traditional TV without the subscription fees, FAST has become a core component of how audiences consume TV – and a powerful tool for advertisers to reach engaged viewers at scale.

According to FreeWheel’s latest report, “Redefining Premium TV: Unlocking Smarter Buys with FAST,” FAST is delivering the scale, engagement, and performance advertisers need to compete in today’s fragmented media landscape. The findings reveal why FAST deserves a central role in streaming strategies, and how brands can unlock its full potential.

FAST Earns Its Seat at the Premium Table

FAST isn’t just another streaming option – it’s become a go-to destination for millions of viewers, rivaling traditional TV in both experience and engagement. Platforms like Pluto TV, Tubi, Roku Channel, Samsung TV Plus, and Xumo have evolved beyond niche offerings to become household names – delivering curated channels, live programming, and branded content that feels familiar and premium. For viewers, FAST offers the same lean-back experience they expect from TV, just without the price tag. For advertisers, it represents a high-impact way to reach audiences across screens with precision and scale.

The numbers tell a compelling story. Ads on FAST aren’t just seen – they’re remembered. In fact, viewers recall 71% more ads on FAST as compared to short-form video,1 underscoring its ability to drive brand awareness in a premium environment. And because 78% of FAST viewing happens on the big screen,2 advertisers can deliver immersive, high-quality experiences that command attention. Even better, 54% of FAST viewing sessions involve two or more people,3 creating communal engagement that amplifies impact – something short-form video simply can’t replicate.

Why Advertisers Are Leaning In

FAST isn’t slowing down. FAST is growing…fast.

Research from earlier in 2025 revealed that ad views on FAST have increased +17% year-over-year4 and more than half of advertisers (53%) plan to allocate budget to FAST in the next six months.5 This surge reflects a growing recognition that FAST isn’t just a filler tactic – it’s a strategic channel for advertisers to reach audiences where they’re most engaged. With content spanning news, sports, and entertainment, FAST offers a scalable way to connect with viewers in environments that feel both premium and familiar.

Unlocking Smarter Buys with FAST

So how can advertisers make the most of FAST? FreeWheel’s report highlights four key strategies that go beyond simply “being present” on the platform – they’re about maximizing impact:

  1. Access valuable audiences: FAST delivers incremental reach, with 87% of FAST impressions reaching households not captured by traditional TV.6 That means advertisers aren’t duplicating – they’re expanding.
  2. Leverage live programming: Sports and news are exploding on FAST, with sports channels up +105% since last year and major leagues like the NBA, NFL, and MLB curating their own channels.7 These live moments create high-attention environments perfect for brand messaging.
  3. Increase brand recall through contextual alignment: Ads aligned with relevant content drive +20% higher recall,8 proving that context matters as much as placement.
  4. Embrace programmatic buying: FAST inventory is increasingly available programmatically – simplifying execution, optimizing performance, and enabling advertisers to scale efficiently across multiple platforms.

Best Practices for Advertisers

To maximize impact, advertisers should integrate FAST into identity-based targeting strategies to access high-value audiences, pair it with in-stream video for full-funnel campaigns, and leverage contextual alignment between content and creative to boost brand recall. Additionally, activating FAST programmatically can streamline execution and optimize performance across multiple platforms.

FAST has become a critical pillar of premium TV strategy, offering scale, relevance, and flexibility in a fragmented media landscape. By meeting audiences where they’re most engaged, advertisers can unlock smarter buys and deliver meaningful outcomes. Ready to learn more? Download the full report: “Redefining Premium TV: Unlocking Smarter Buys with FAST.”

Sources:

  1. Comcast Advertising. “What is Premium Video?” MediaScience Study. May 2023.
  2. FreeWheel consumer survey conducted by Dynata. July 2025.
  3. Tvision. Networks: The Roku Channel, Amazon Freevee, Pluto, Tubi, and Xumo, Total HHs. January – June 2025.
  4. FreeWheel internal data. January – June 2025.
  5. Ad Perception survey commissioned by FreeWheel, n=302. August 2025.
  6. Comcast aggregated viewership data combined with ad exposure data. 10,000+ campaigns including both linear TV & any combination of FAST services including: Xumo, Pluto & Tubi; Local Market Advertisers; January – December 2024.
  7. FreeWheel research study in partnership with Mediaprobe and Comcast Technology Solutions. For data shown, n=5316. 2025.