Mathias Guille Broadpeak VP cloud platform
Can you name the key impacts of FAST’s recent growth in media and entertainment? FAST changes TV distribution by empowering content owners in the supply chain. These owners now have direct access to the main screen, bypassing traditional distributors. Discoverability is becoming a complex issue with more channels available. The vast choice often leads to less quality control, causing viewers to spend more time searching for content. Consequently, they tend to revert to familiar series, preferring well-known content over new or diverse offerings. Some industry players focus less on creating original content and more on leveraging existing content libraries. With the onset of subscription fatigue, FAST platforms are emerging as attractive options to traditional subscription-based services. The increase in ad inventory on FAST platforms is intensifying the competition for advertising budgets. Since the overall TV ad budget remains constant, FAST platforms redirect funds from TV. Which FAST tools or channels are you most excited about? One of the most groundbreaking features of FAST channels is their ability to contextualise programming based on the viewer’s location. This technology opens global markets to content creators, allowing instant content localisation. A new generation of tools introduces many focused variants, catering to diverse audiences with specific interests. This approach expands the range of content available and allows viewers to deeply engage with topics or genres they’re passionate about. What are the key benefits to implementing FAST into your business strategy? One of the most significant advantages of FAST is the ability to breathe new life into old content that isn’t monetised. FAST also enables businesses to tap into new markets with relatively low investment. Implementing FAST is a low-risk distribution
strategy; the platforms offer a more affordable and less risky entry point into digital streaming than traditional content distribution models. Why should M&E pay more attention to FAST? With FAST gaining momentum, M&E companies risk falling behind if they do not engage with this growing segment. The opportunity to capture a share of FAST platforms’ expanding audience and ad revenues is too substantial to overlook. As economic downturns affect consumer spending, audiences gravitate towards free entertainment options. As a fully ad-supported service, FAST is part of the fastest-growing segment in the streaming industry. This growth isn’t just in viewer numbers and advertising revenue – making it an essential platform for M&E companies looking to maximise their reach and profitability. What does the future hold for FAST? The future of FAST is heavily leaning towards personalisation. As technology advances, FAST platforms are expected to offer more tailored viewing experiences – suggesting content based on individual preferences and viewing history. This will enhance user engagement and increase the time spent on platforms. FAST is also set to transform advertising by replicating TV’s Web Performance Advertising model. Interactive ads – which allow viewers to engage directly with the content – are becoming more prevalent. This can lead to higher engagement rates and an immersive advertising experience, bridging the gap between TV ads and interactive online ads. More broadcasters are expected to create their FAST channels, recognising the potential to reach a wider audience. This expansion will allow broadcasters to diversify their distribution and tap into the growing market of streaming viewers. The future of FAST will see a more extensive and efficient use of data, including content metadata and end-user consumption data. This will enable content providers to make more informed decisions about content curation, scheduling and advertising – ultimately leading to more engaging and relevant viewer experiences.
ONE OF THE MOST SIGNIFICANT ADVANTAGES OF FAST IS ITS ABILITY TO BREATH NEW LIFE INTO OLD CONTENT
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