FAST 2.0 Strategy: Building Brand Resilience Amid Channel Diversity

The emergence of Free Ad-Supported Streaming TV (FAST) has transformed the way we engage with content. The convenience of accessing a variety of shows and movies without a subscription fee has significantly contributed to the popularity of FAST channels. However, with great opportunities come great challenges. The concept of FAST 2.0 is now taking center stage, highlighting the importance of brand resilience in the face of channel diversity.

The Rise of FAST Channels

Free Ad-Supported Streaming TV has revolutionized the media industry by offering viewers an alternative to traditional cable TV and subscription-based streaming platforms. FAST channels, often associated with big names like Pluto TV, Tubi, and Roku Channel, offer an array of content ranging from movies and TV shows to news and niche programming. These platforms generate revenue through advertising, allowing them to offer content free of charge to their viewers.

The Vulnerability of Channel Diversity

While FAST channels have brought innovation and convenience to the table, they are not without their vulnerabilities. One of the key concerns is that many FAST channels rely heavily on third-party platforms to reach their audience. Unlike traditional broadcasters or subscription streaming services that have their dedicated apps and platforms, some FAST channels are hosted within larger platforms like Roku, Amazon Fire TV, Samsung TV Plus or other smart TV manufacturer interfaces that have their own agenda for video content distribution. This lack of autonomy exposes these channels to the potential risks associated with depending on a single distribution channel.

As they participate in platforms such as Samsung TV Plus or Amazon Fire TV Channels without having their dedicated app, FAST channel editors face the growing risk of diminishing visibility among viewers. These platforms prioritize their own content catalog, potentially overshadowing external channels over time.

The FAST 2.0 Strategy

Recognizing the vulnerabilities inherent in the current FAST ecosystem, the concept of FAST 2.0 is gaining traction. This strategy focuses on building brand resilience by diversifying distribution channels and establishing a stronger presence in the digital landscape. Here's how brands can embrace the FAST 2.0 strategy to mitigate risks:

Brand App Development: Developing standalone apps for FAST channels is a proactive step towards brand resilience. This approach empowers channels to directly engage with their audience, gather data, and provide a tailored user experience. By owning their platform, channels can reduce their dependency on third-party distributors.
Distribution Partnerships: Collaborating with a variety of distribution partners helps spread the risk. Instead of relying solely on one major platform, channels can expand their reach by partnering with multiple platforms, smart TV manufacturers, and even mobile apps.
Content Engagement: Building a loyal audience base is essential for brand resilience. Channels should focus on delivering high-quality, engaging content that keeps viewers coming back. Social media engagement, content curation, and interactive experiences can foster a sense of community around the channel.
Data Utilization: Leveraging data insights is crucial in understanding viewer preferences, behaviors, and trends. By analyzing data, FAST channels can fine-tune their content strategy, improve user experience, and make informed decisions to adapt to changing market conditions.
Monetization Strategies: Exploring diverse monetization strategies beyond traditional advertising can bolster brand resilience. This could involve partnerships, sponsored content, or even hybrid models that combine free and premium content offerings.