New research from Roku and Horizon Futures Group shows FAST is reshaping how viewers engage with content in a new, cable-like experience and what this means for advertisers.
The study, based on Roku’s proprietary viewership data spanning 90 million households alongside surveys of 1,500 streamers, shows that adoption of FAST has increased dramatically in recent years. Today, over half (57%) of households that were streaming only ad-free in 2020 now watch FAST content.
We define FAST as free, live streaming content delivered on a schedule in a familiar, electronic programming guide format within streaming apps like Roku Channel.
Among the findings:
- If FAST viewership across all channels were aggregated into a single app, it’d be the 4th largest on Roku by reach.
- Since 2020, FAST viewing on the Roku Channel has seen hockey stick growth, 262x relative to the overall TV streaming market (reinforcing Roku’s claim in our 2026 Predictions report that 100% of audiences will see video ads this year.)
- Viewers feel that FAST delivers more premium content than linear TV. Half of streamers agree FAST has personal favorites they like to watch again and again — their top marker of premium content.
Below, we explain a few of the findings in more detail and offer guidance for advertisers who want to reach FAST audiences.
We're living in FAST times 
How large is the FAST audience?
It’s hard to overstate how quickly the free TV audience is growing. Today, 64% of US Roku households stream FAST across a variety of ad-supported channels, and FAST viewing on Roku Channel has grown 262 times faster (not a typo) than the TV streaming market as a whole, according to Nielsen.
What are FAST audiences watching?
One glance at Roku’s Live TV channel guide reveals the diversity of FAST viewing options. With more than 1,000 Oscar-, Emmy-, and SAG-nominated titles streamed for free on Roku Channel in the past year, entertainment is the top option (52% of FAST hours), followed by news (18%), and unscripted programming (17%).
A better viewer experience
A key benefit of FAST is the heightened audience attention it offers. FAST viewers see just one-third of the ad load of the equivalent cable audience, resulting in a far less cluttered TV experience that helps advertisers stand out.
Recognizing the fundamental appeal of FAST, Roku Channel aims to deliver a seamless “sit back and stream” experience with hundreds of channels from a range of TV programmers, digital creators, and iconic properties offering high-quality content.
Our research with Horizon Futures Group reinforces that streamers want both variety and quality. Respondents report that their highest priority is access to “personal favorites that they like to watch again and again,” followed by “high production value.”
Additional benefits for advertisers
For advertisers, the benefits of FAST are impossible-to-ignore: It offers deep engagement, premium audiences and a relatively light ad load that ensures your message connects.
For all the findings along with takeaways for brands wanting to connect with the FAST audience, download the full report here:
