According to a recent report from Comcast, six out of ten U.S. CTV households are using FAST services. The report also cites Kantar data which shows that FAST penetration in the U.S. has doubled since last year, making it “the fastest growing streaming tier”. Comcast notes that FAST services feature higher Net Promoter Scores (NPS) than other streaming tiers, which suggests that viewers are satisfied and loyal.
Based on its own research, Comcast recommends that 20-30% of overall multi-screen ad spend should be dedicated to advertising on streaming services (including FAST channels).
Broken down by gender, data from Nielsen’s Content Rating Database (based on Xumo – the Comcast-owned FAST service) suggests that men tend to watch more news on FAST services, while women spend a greater proportion of their viewing time watching comedy and entertainment shows.
Xumo data shows that U.S. viewers spend an average of 104 minutes daily with FAST content. Despite this, the report notes that “consumers may land in the FAST sphere without even knowing it.” Of Xumo users, 70% subscribe to Netflix, 80% subscribe to Hulu, and 65% subscribe to Amazon Prime Video.
James Rooke, President, Comcast Advertising, said: “FAST is a new and engaging way for consumers to watch and discover premium content in an environment that mimics linear TV. And because FAST services are easy and free to access without signing up, it’s becoming a valuable way for advertisers to reach audiences – especially cord cutters.
“While FAST does not replace linear TV or other streaming advertising, they certainly act as a valuable complement; the strongest media plans combine FAST and streaming with traditional TV in order to maximize reach and efficiency.”
