FAST services like Tubi and Pluto TV now account for nearly 5% of U.S. TV time, a 40% increase from last year.
Gen Z and millennials are driving growth, with over two-thirds regularly watching these channels.
Consumers want FAST, good, and cheap – but not in the same way as the tired cliché. Free ad-supported streaming television (FAST) is reshaping traditional views of ad-based programming in a climate where over-subscription is rampant in most homes, and younger viewers want value.
Growth through better programming: Once dismissed as a home for vintage reruns, FAST services are attracting major media brands such as CNN and BBC. Tubi even streamed the most recent Super Bowl—a first for FAST platforms, while investments from FOX, Paramount, Amazon, and Comcast have strengthened content quality and variety. Nielsen’s Gracenote found that in January 2025, FAST services like The Roku Channel, Tubi, and Pluto TV commanded almost 5% of total TV time in U.S. households—a 40% jump from the same period last year.
Legacy is catching up: Legacy networks have also recognized the revenue benefits of ad-supported models, with Fox Corp.’s Tubi, Paramount Global’s Pluto TV, and Roku’s Roku Channel reporting strong gains in both viewership and ad sales.
NBC is launching 40 new channels on LG smart TVs.
Disney-ABC is rolling out Nat Geo and ABC-branded tiers on Disney+.
DirecTV introduced MyFree DirecTV, offering over 95 free live channels and on-demand programming.
Channel partnerships: NBCUniversal expanded its partnership with LG to bring 40 FAST channels including NBC News NOW, TODAY All Day, and Dateline 24/7 to U.S. LG smart TV users. The move aligns with broader trends from industry incumbents who are leaning into FAST to seize greater ad market share. The offerings promise reach within an increasingly-fragmented audience that splits attention across multiple devices and platforms.
Gen Z’s habits: FAST’s growth is particularly strong among younger consumers, who also dedicate a significant portion of their media time to social and digital channels. Gen Z spends more time on user-generated content than the average viewer, while watching about 25% less traditional TV—leaving them more open to free streaming platforms. More than two-thirds of Gen Z and millennials now regularly watch FAST channels, reinforcing a shift that has prompted both Netflix and Amazon Prime Video to embrace ad-based tiers.
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