-->
Register for In-Person OR the FREE Live Stream from Streaming Media East, May 24 - 25. Reserve Your Seat & SAVE $100 NOW!

Why FAST Is Growing Slower Outside the U.S.

Learn more about FAST and AVOD at Streaming Media East 2022.

Read the complete transcript of this clip:

Nick Colsey: As you go to some of these other markets around the world, the advertisers and the ad agencies are still kind of catching up on what CTV can do. I think the the challenge, which I'm sure Stefan and Olivia can talk about much better than I can, is as you enter a new market outside of the U.S., finding those tech-savvy and CTV-savvy advertisers and ad agencies is a potential barrier. I think that they can't ignore the success that FAST has had globally, but maybe they don't yet have the ability to to capitalize on it.

Stefan Van Engen: I think that's right. We're in the early stages of this across Europe. And the U.S. Is very large, and advertisers go where the eyeballs are. When you start going territory by territory, it can become a very small market very quickly, but as more players, as Pluto continues to grow in those areas, as the OEMs continue to grow their FAST services in those areas, it becomes more scale. It moves more of the agencies. It moves more of the eyeballs because they're gonna follow the scale. You know, and XUMO today as a brand name, isn't necessarily wide across Europe. We're more of a supportive role for people like LG channels or Rakuten's AVOD service, or Samsung TV plus. But it's similar in that you need that scale to draw the advertisers, and when you're trying to localize content localize and add experience, sometimes the scale is lagging a little bit behind for the advertisers.

Paul Brickel: We're certainly seeing adoption grow globally. EMEA and APAC and LatAm are really picking it up for us. The ad fill, the demand side isn't quite what we're seeing in the U.S. But I think it also wasn't that long ago we were talking about FAST and talking about issues with frequency and ad fill and timeouts. And I don't hear that quite as much as I used to. So I think there is a lag globally, but with the way content is being brought into FAST channels and even AVOD, I think we'll see that shift. I imagine we'll see LatAm and APAC and EMEA, but there's so much potential in those regions and there's so much content that is so specific to those regions that we'll see adoption there as well.

So I think now, ideally that works itself out. The, the other things that Nick touched on earlier was around payment as being a barrier to subscription services in, in LATAM specifically. And so as we see veers Grif drift towards LA or a OD and FAST services what, what I guess I get concerned about in, in regions like that is the fragmentation of devices and TV manufacturers and you know, how much that fractures the, the landscape for us. I, I don't know if I have an answer for that, but I'd be curious to get others take on it. But that was one of the, always one of our concerns in building apps, OTT apps in those emerge regions in the past, was there so much fragmentation across devices and the way viewers consume information.

Streaming Covers
Free
for qualified subscribers
Subscribe Now Current Issue Past Issues
Related Articles

Is Free Ad-Supported TV (FAST) the Future?

FAST has been the big story of the last two years, but there's tension growing between streaming services and TV/OS manufacturers over who owns the viewer and how to get those viewers to the content.

How Pluto TV Pivoted From AVOD to FAST

Pluto TV CTO & EVP Vibol Hou discusses Pluto TV's evolution from an AVOD OTT service to a FAST provider in this clip from an interview with Streaming Media's Eric Schumacher-Rasmussen at Streaming Media West 2021.

How Inconsistent Reporting Hurts FAST Channels

Laugh Out Loud CEO Jeff Clanagan explains how the inconsistent metrics reported by different OTT platforms makes it difficult for ad-supported channels to evaluate and analyze their viewership and their channel's monthly performance in this clip from Streaming Media Connect 2021.

The CTV Opportunity: FAST and AVOD in 2021

Hub Entertainment Research's Jon Giegengack discusses recent survey findings on ad-supported connected TV in this clip from Streaming Media Connect 2021.

Has FAST Reached Critical Mass?

With Tubi projecting $1 billion in revenue in 2021, smart TVs taking center stage, and the number and reach of FAST (Free Ad-Supported TV) channels growing rapidly, FAST's potential for engaging and drawing viewers at broadcast-like levels seems more likely than ever, predicts Xumo's Anthony Layser.