Gracenote, the content data business unit of Nielsen, has released a report providing data and insights on the changing state of free ad-supported streaming television (FAST) for distribution platforms and advertisers seeking to monetise consumer engagement with FAST programming. The report delves into the number of active FAST channels in key markets, the amount of available content and FAST programme level metadata including type, genre, recency and exclusivity.

The number of active FAST channels in key markets including the UK, Germany, the US and Canada have nearly doubled since mid-2023 to more than 1,610 today according to Gracenote. Nearly three-quarters of the available FAST channels are in the US, the leading FAST market. Collectively, more than 178,000 unique programmes, episodes and movies are available on FAST channels providing viewers abundant programme options. But channel growth is pnlt part of that picture; two Xumo channels, for example, each offer more than 300 individual titles.

Given the large and growing amount of channel and content choice available to viewers, user experience must be a priority for FAST just as it’s a critical element for any TV service seeking to monetise viewer engagement with content. The primary enabler of outstanding TV user experiences is programme metadata comprising show-level attributes and descriptions and powering advanced content discovery and contextual ad targeting capabilities.

Further findings from the report include:

• FAST channel content is no longer an archive of old content, with more than 70 per cent of it produced since 2010. Only 13.4 per cent of FAST programmes were made before 1990.

• Sports, reality and news/commentary programming make up the top three genres in FAST.

• Reality is the fastest-growing FAST channel genre with an increase of 626 per cent from 19 to 138 channels since July 2024.

• The number of sports channels on FAST has more than doubled in the last year to 220 today.

• Entertainment is the most common FAST channel genre, accounting for 303 channels. Gracenote defines the entertainment genre as TV programmes that are presented in a non-story-based format and usually filmed live in a studio.

•  Three major FAST platforms took 4.6 per cent of US TV time in December (Roku channel and Tubi each had more viewing than Peacock, Max and Paramount+)

”FAST is in many ways a unique service, but its lifeblood is still content,” commented Tim Cutting, Chief Revenue Officer at Gracenote. “So, program-level metadata providing understanding of FAST content is more important than ever to audience engagement and advertising initiatives.”

Gracenote’s programme metadata covers over 40 million titles in over 260 streaming catalogues in 35 languages and 80+ countries.