With the launch of FAST channels a few years ago, it was seen as a new way for people to watch TV. However, the benefits of FAST channels could have a long reaching impact. While it could be the future of television, it also could help to address choice overload many experience when looking for something to watch on streaming services.
The downfall of television has been much maligned in recent years. However, plenty of studies have revealed that audiences are still watching linear TV. Linear TV is described as television broadcasts with specific content airing at specific times and only on certain channels. Think TV estimates an average of 64% of the New Zealand population watches linear TV every week, with an average viewing time of roughly an hour and 50 minutes a day.
There is no denying that streaming services have dramatically changed the way people consume content. While the decline of traditional TV consumption may not be quite as ominous as some have predicted, there is definitely a big shift toward streaming services.
With the proliferation of streaming services, consumers are spoiled for choice. The result has seen people suffer from decision overload, making it difficult to decide what to watch next. Research has shown Americans spend an average of 45 hours a year deciding what to watch on streaming services. This equates to over 7 minutes a day, close to an hour a week. With a seemingly endless selection of content at our fingertips, it has never been harder to decide what to watch.
Recognising the signs of choice overload, Netflix launched its Play Something feature in October 2021. The functionality was designed to give consumers something to watch, based on their previous viewing habits across Netflix. This could be the next episode of a TV show the user is already watching, a new show’s first episode, or a movie. While seemingly popular, Netflix quietly removed this feature in January 2023. There is, however, a growing trend in streaming that Netflix could look to explore in the future to replace the Play Something feature.
Recently I discussed the impact that sports could have on the future of streaming. Now, the potential solution to choice overload in streaming may be solved through a strange synergy with linear TV. This is the ambition FAST channels look to achieve.
Free Ad-Supported Television, or FAST, functions as a linear TV channel but operates within some streaming platforms. Historically, there was only a finite amount of TV channels that could be created. When cable TV came along it helped to increase the volume of channels available, but still faced limitations. The benefit for TV networks with FAST lies in the ability to make seemingly endless channels, without historical constraints.
Within the last couple of years, FAST channels have shown up across a number of services. Samsung has launched Samsung TV+, Roku has launched the Roku Channel, NBCU has launched Peacock, Paramount has launched Pluto TV. In fact, in the US alone there are 21 services now offering FAST options, totaling a thousand unique and bespoke channels.
As Forbes described earlier this year:
FAST channels combine the comfort of traditional broadcast within the streaming landscape. Content is presented in channels where the viewer has no control over programming, versus traditional subscription streaming, which requires a viewer to actively find and select a program from a streaming platform. There is growing interest in existing content libraries from 24/7 Friends or Top Gear programming to a channel entirely of TED Talks or a holiday classics channel.
Not only does the viewer get to passively enjoy without paying a monthly subscription fee often associated with streaming, but they also don’t have to pay a monthly cable TV bill. FAST content is free, so viewers willing to sit through ads can save money.
Keith Valory, January 03, 2023
FAST acts as a perfect extension for TV networks that are looking for new ways to bring in audiences. As audiences shift to cord-cutting, the usage of internet-based services continues to grow. Content streaming is now an essential component of many people’s lives. This is why FAST channels are the perfect evolution for TV networks. It recognises a shifting consumer mindset towards consuming media in a different way and takes advantage of advanced technology that was previously not possible.
There is still an appetite for curated content. While consumers have the freedom to watch anything they desire, the choice overload leads to decision paralysis. The demise of television has been greatly exaggerated, but the truth is we are likely seeing the emergence of the future of television. No longer tied to a terrestrial signal, television will become more digital focused, allowing consumers the freedom of watching whatever they want or simply enjoy a curated channel based on whatever genre they desire.
The interesting byproduct of this, is the potential impact it could have on established streaming platforms. Most services now offer an ad-supported model, it is not a stretch to conceive that FAST channels could be the next step. Allowing paid subscribers to watch shows wherever they want, while free users can tune into free, curated channels offering glimpses into the full library. Netflix co-CEO stated earlier this year that they are keeping an eye on how this evolves, and could be an option in the future. The ironic twist in the rise of streaming, after taking consumers from television, a future component of streaming could see them replicate television fully.