A new report from streaming TV platform Xumo reveals that free, ad-supported streaming TV (FAST) channels are becoming a major part of viewers’ entertainment habits. The 2024 FAST Market Update study found that a third of U.S. adults regularly watch FAST channels during primetime hours.
The amount of time spent watching FAST channels in the evenings is comparable to other popular activities like gaming, scrolling social media, and even watching traditional cable TV. On average, FAST viewers spend 1 hour and 40 minutes per evening watching the free streaming channels.
“FAST is becoming a part of people’s everyday lives,” said Stefan Van Engen, VP of Content Programming and Partnerships at Xumo. “As engagement levels during primetime rival other major forms of entertainment, it’s clear that FAST is increasingly important in today’s entertainment landscape.”
The report dispels some myths about FAST viewership. Contrary to assumptions, pay TV subscribers actually watch more FAST content than cord-cutters or cord-nevers. Nearly half (47%) of pay TV customers say they regularly watch FAST channels.
FAST audiences also trend younger and more diverse than the overall U.S. population. 58% of FAST viewers are between 18-44 years old, compared to 46% of the total adult population. Black viewers make up 20% and Latino viewers 23% of the FAST audience.
When it comes to program preferences, news, movies and crime TV series account for 58% of total viewing hours on Xumo’s FAST channels, despite making up only 11% of the total channel lineup.
Reliability is a key driver of FAST viewing with 70% of users say they can always find something to watch on the free streaming channels. More than half report that FAST is one of their favorite forms of entertainment.
The 2024 FAST Market Update data comes from a research project commissioned by Xumo, surveying 4,000 U.S. adults across demographics between Q3 2023 and Q1 2024. As more viewers cut the cord on cable or supplement their pay TV bundle, FAST channels are clearly filling an entertainment niche with their free and ad-supported content.
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