A new report from cloud-based technology provider Amagi finds that live sports are the main driver for the growth and success of free ad-supported streaming TV (FAST), redefining a format once seen as a destination for reruns.

• The new primetime: The strategy is reshaping viewing habits, as Amagi's consumer survey shows that a majority of U.S. viewers now use streaming for live content, with 70% tuning in daily or weekly. This frequent viewing also acts as a powerful lure for paid services, with nearly half of viewers saying they would sign up for a trial just to watch a single free live event.
• A streaming land grab: The trend mirrors a larger battle for live rights across the industry, with giants like Netflix and Amazon now paying for top-tier sports. Platforms are leaning in hard, with Roku building out a sports portfolio that includes everything from major league games to niche sports, bundling them on its own FAST channel with highlights and other related content.
• The new battleground: The data confirms that FAST channels are no longer just a passive library of old content, but an active battleground for live, appointment-viewing audiences once dominated by traditional cable.

This trend echoes how live sports on ESPN drove the early success of cable TV, though a key hurdle remains, as nearly 40% of viewers still feel cable is more reliable for live viewing. To win, platforms are learning that the strategy must go beyond the game itself, with a deep commitment to clips, highlights, and other short-form videos being crucial for driving engagement.