Free Ad-Supported TV (FAST) has dominated industry conversations over the past year except, perhaps, in the last few weeks, YouTube’s staggering $10 billion ad revenue in Q4. Once a niche topic, FAST has now taken center stage at conferences, even in markets traditionally focused on linear programming. More and more panels are discussing FAST strategies rather than traditional content development, reflecting the seismic shift in broadcasting trends.
Data shows that FAST is thriving in the U.S., followed closely by Europe, with Africa, Asia and the Middle East also gaining traction. While Europe initially resisted due to strong public service broadcasting (PSB) offerings, the sheer variety of FAST channels has started breaking down these barriers, making their way into more living rooms than anticipated.
Where do the subcontinent broadcasters stand?
Frankly, nowhere. Content owners from the subcontinent have been slow to embrace FAST, opting for a cautious “wait-and-watch” approach. The over-reliance on library content that broadcasters hope to “sweat” for as long as possible has stifled momentum. Instead of innovating, many have simply repurposed existing pay-TV schedules for FAST platforms, creating channels that feel like dated General Entertainment Channels (GECs). The result? Little engagement and even less impact.
Desi broadcasters have long had a built-in advantage: a dedicated diaspora audience willing to pay for content. Initially, FAST platforms actively courted broadcasters, seeing value in their channels. However, broadcasters hesitated, constrained by lucrative pay TV deals and contractual obligations. By the time they realised the potential of FAST, the ecosystem had evolved, platforms were no longer offering easy onboarding. Instead, they demanded proof of performance before allowing channels to join.
The hesitation to invest has had real consequences. Some GEC driven FAST launches underperformed, leading platforms to drop underperforming channels altogether. What could have been a golden opportunity for broadcasters to expand their reach has instead become a cautionary tale about the dangers of being late to the game.
If the content owners want to stay relevant in this rapidly changing landscape, they need to rethink their approach, FAST.
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ZEE UK’s FAST Formula: How one broadcaster seems to be getting it right!
Having said that, it is not all doom and gloom. One network seems to have cracked the code and is pushing its success story even further. ZEE UK launched a German-dubbed channel, ZEE One, in Germany, and according to sources, it has already amassed over 10 million hours of viewership since launch. This could translate into approximately $2 million in revenue, considering Germany’s CPMs range from $17–$20. Encouraged by this success, ZEE has quickly expanded its FAST presence, launching ZEE One in France (in French), ZEE One in the UK (in English), and &TV in the UK (in Hindi).
The fact that localised, thematic channels perform well on FAST is well established, and ZEE appears to be the first to capitalise on this trend. Given the vast programming libraries sitting within other major broadcasters, it is only a matter of time before we see a big push from the rest. This is one gravy train no broadcaster will want to miss. Let’s wait and watch how this unfolds.
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