Rakuten TV Report: 73.7% of Europeans Watch FAST Daily or Weekly
Rakuten TV's 'The FAST Advantage' report indicates that 73.7% of European viewers watch FAST daily or weekly, with 80.1% considering it a primary TV viewing method, solidifying FAST as a mainstream behavior. The research highlights growing acceptance of advertising in FAST environments, particularly when relevant, and its role in content discovery and monetizing existing libraries. The report suggests that FAST offers opportunities for content owners to extend reach and engagement through viewer-first programming and ad strategies, emphasizing the importance of balancing broad appeal with local relevance across European markets.
Key Takeaways
- 73.7% of European viewers surveyed watch FAST daily or several times per week; 80.1% consider it a main way to watch TV.
- 60.7% of viewers expect to increase FAST usage, while only 4.3% anticipate a reduction.
- 93.7% of surveyed FAST viewers primarily watch on their main TV screen, not mobile devices.
- 82.3% of viewers accept advertising, particularly if it's relevant (43.9%), helps discover new content (32.5%), or provides free access (43.6%).
- 45.9% use FAST to evaluate subscription services, and 29.9% use it to reduce overall subscription spending.
Why It Matters
The report confirms FAST as a staple in European viewing habits, transitioning from an emerging trend to a primary CTV engagement method. This widespread adoption creates significant monetization opportunities for content owners looking to extend library value and reach fragmented audiences. Advertisers can capture attention beyond traditional in-stream placements, with homescreen and pause-screen ads also noticed by a notable percentage of viewers. Watch for how content programmers balance broad appeal with local relevance, as the report indicates specific market nuances like content discovery in the UK versus subscription fatigue in Germany will drive ongoing engagement.
Read full article at advanced-television.com