One of the trends is the constant search for a better user experience, ranging from smoother integration between linear and on-demand programming to interface improvements and personalized recommendations
Alan Wolk, Co-Founder and Head Analyst at TVREV referred to the main trends and critical challenges regarding the FAST (Free Ad-Supported Television) sector now. According to Wolk, three trends stand out as key drivers of change in the world of FAST. He highlighted the constant search for a better user experience, ranging from smoother integration between linear and on-demand programming to interface improvements and personalized recommendations.
Secondly, there is a shift towards content quality. As the FAST channels grow, these are getting rid of lower-performing content and opting for premium programming. This transition is supported by studios, which now license high-quality content to FASTs.
Finally, he highlights the increase in demand for local content. FAST services are incorporating news and other locally produced programs, responding to the growing need for relevant information at the community level.
Despite these positive trends, Wolk identifies important challenges facing the FAST industry. One is the misperception that FAST is not “real TV”, which makes it difficult for advertisers and rights holders to accept and understand it. Additionally, the lack of data transparency is a key obstacle that must be overcome to ensure the continued success of these services.
Wolk emphasizes the need for clarity in the terminology and understanding of the different types of FAST services. He also encourages industry professionals to explore opportunities in the showroom, focusing on how OEMs integrate FAST services into their platforms and the differences between independent FASTs and those backed by large media companies.
Wolk encouraged the attendees to engage in meaningful conversations with exhibitors, exploring how they can differentiate themselves in an increasingly competitive market and what advantages they offer consumers, advertisers, and content owners.
