Cord-cutting, subscription fatigue, and rising streaming costs are changing how audiences watch TV. Enter FAST — Free Ad-Supported Streaming TV — one of the fastest-growing formats in the streaming ecosystem. By combining the familiarity of traditional TV with the flexibility of digital delivery, FAST channels are attracting millions of new viewers and billions in ad spend.

For app marketers, this creates an opportunity that is both timely and unique: a way to connect with cost-conscious, highly engaged audiences on the biggest screen in the household — and convert that attention into measurable app installs and re-engagement.

According to Soloman Partners, the global FAST market was valued at $8 billion in 2023 and is projected to grow at a 23% CAGR through 2030, reaching $34.2 billion. Nearly 80 million U.S. viewers will be watching FAST channels by 2027. This is not a niche. It’s a mainstream shift and app marketers can’t afford to ignore it.

What Exactly Are FAST Channels?

FAST channels are free, ad-supported streaming TV channels delivered via the internet to smart TVs, CTV devices, and OTT platforms. They function much like traditional linear television, with scheduled programming and built-in ad breaks, but without the cost or friction of a subscription.

Popular FAST platforms include Pluto TV (ViacomCBS), Tubi (Fox), The Roku Channel, Samsung TV Plus, and Amazon’s Prime Video “Watch for Free” and Fire TV Channels . Many smart TVs now come preloaded with FAST services, meaning audiences can start streaming immediately after setup — no downloads, no log-ins, no credit cards.

Why are viewers flocking to FAST? For one, it removes choice paralysis. A Nielsen study found that 70% of viewers spend more than 10 minutes deciding what to watch; 12% take more than 20 minutes . FAST solves this problem with lean-back, always-on programming that feels effortless.

FAST vs. AVOD vs. Linear TV

It’s easy to confuse FAST with other ad-supported models, but the distinctions matter:

  • FAST vs. AVOD (Ad-Supported Video on Demand): AVOD is on-demand, letting viewers choose what to watch, while FAST follows a schedule, creating a linear, continuous stream. Both are free and ad-supported, but FAST is more passive — ideal for discovery.

  • FAST vs. Linear TV: FAST borrows linear’s structure (scheduled shows, commercial breaks) but is delivered digitally. That means advertisers get the scale and attention of TV with the added benefits of CTV: audience targeting, flexible buying, and measurable outcomes .

For app marketers, this hybrid model blends the high attention of linear TV with the performance tools of digital advertising.

Who’s Watching FAST?

FAST is growing across nearly every demographic, but some groups stand out:

  • Mainstream adoption: 7 in 10 U.S. consumers use at least one FAST service (Amazon Ads).

  • Global growth: FAST viewing hours jumped 98% YoY from Q4 2023 to Q4 2024 (Amazon Ads).

  • Multicultural audiences: Weekly FAST usage is strongest among diverse viewers — 47% of Black audiences, 46% of Latinx audiences, and 39% of Asian audiences, compared with 30% of White viewers (Señal News).

  • Content preference: 71% of FAST viewers watch movies, and 65% watch reruns of classic series . This makes FAST a strong environment for evergreen, broadly appealing content (The Wrap).

For UA teams, this means FAST delivers incremental reach into audiences who may be underrepresented on linear TV or SVOD platforms.

The Market Momentum Behind FAST

Advertisers are following viewers. U.S. FAST revenues are projected to reach $12 billion by 2027 , with ad dollars growing rapidly alongside adoption. Digital’s share of overall ad spend has already climbed to 72.7% in 2024, and FAST is emerging as one of the most attractive CTV channels to capture that spend .

Unskippable ad pods keep viewers engaged longer than digital pre-rolls, and targeting capabilities allow brands to align messaging with content genres or household demographics. Platforms like Amazon are embedding FAST directly into their ecosystems — Prime Video offers 750+ premium FAST channels, while Fire TV Channels delivers 900+ curated feeds pre-installed across devices.

Why FAST Supports App Growth

  1. Reclaiming Passive Discovery
    With FAST, audiences don’t choose every show they watch — they stumble upon content. That makes ads feel less intrusive and more like part of the experience. For apps, this environment is ideal for sparking serendipitous installs, especially in categories like mobile games, fintech, and lifestyle.
  2. Contextual Storytelling at Scale
    FAST channels are often genre-specific. Sports highlights channels, kids’ programming, or lifestyle networks provide natural alignment for app categories. A sports betting app running on a FAST sports channel delivers relevance and resonance that broad, untargeted CTV placements can’t match.
  3. Household-Level Influence
    FAST is viewed communally. Multiple people may see the same ad at once, turning the living room into a multiplier effect. One family member downloads a game or retail app, and others join in — creating ripple effects that paid UA alone can’t manufacture.
  4. The Second-Screen Conversion Path
    FAST audiences frequently multitask, scrolling on mobile while watching TV. This second-screen behavior creates an immediate bridge between big-screen impressions and mobile installs. Pairing FAST campaigns with mobile retargeting closes the loop: deliver the message on CTV, then reinforce it in-app or via mobile web.
  5. Flexible Testing Without Subscription Barriers
    Compared with SVOD ad inventory, which can be costly and rigid, FAST often provides more flexible buying and creative testing opportunities. UA teams can experiment with dayparts, channel themes, and creative variations — learning faster and scaling what works without heavy upfront commitments.
  6. Incremental & Diverse Reach
    FAST indexes strongly with cost-conscious, diverse, and younger audiences — exactly the mobile-first demographics many apps need to grow. These incremental impressions can expand the funnel and reach users SVOD or linear campaigns might miss.

How to Activate FAST for App UA

So how do app marketers take advantage of FAST? Here are some best practices:

  • Target smartly: Begin with genre-aligned channels that match your app vertical (e.g., puzzle games on family channels, finance apps on news channels). Platforms like Amazon also offer signed-in audience targeting for even more precision.

  • Design for lean-back: Ads should be story-driven, 15–30 seconds, with a clear call-to-action. On-screen prompts like QR codes can drive direct response. Always assume audio may be off — captions are essential.

  • Sync with mobile retargeting: Use household graphs and view-through windows to connect FAST impressions with mobile installs or re-engagement. This turns awareness into measurable ROAS.

  • Measure holistically: Track more than reach and completion rates. Tie impressions back to installs, retention, and LTV through MMP integrations.

  • Test & iterate: Start small, test creative and channel mixes, then scale budgets where CPIs and ROAS prove strongest.

Takeaways

FAST is no longer an experimental channel. With revenues projected in the tens of billions and usage now mainstream, it’s a crucial part of the CTV landscape.

For app marketers, FAST provides:

  • The passive discovery of linear TV, with the targeting and measurement of digital.

  • Contextual environments that align with app categories.

  • Household-level influence and second-screen synergy.

  • Incremental reach into cost-conscious, diverse audiences.

  • Flexible, test-friendly buying models.

In other words: FAST is one of the most inventive, scalable ways to bridge living-room attention with mobile app growth.


Ready to turn FAST reach into installs and long-term revenue? Partner with YouAppi to design cross-device campaigns that convert living-room attention into mobile growth.