How free ad-supported streaming TV helps brands reach engaged audiences

Question 1

An alternative streaming TV format is increasingly gaining traction in the world of TV viewership: free ad-supported streaming TV, sometimes referred to as FAST. This model offers viewers access to a wide range of content, just like paid streaming services, but with no subscription or fee required. 7 out of 10 U.S. consumers today report using at least one FAST service,¹ and global FAST hours of viewing have grown by 98% from Q4 December 2023 to Q4 December 2024.²

Meanwhile, consumers are increasingly cutting the cord on traditional cable and rethinking their paid streaming subscriptions. Linear viewership continues to wane, and viewership growth for FAST is outpacing that of subscription streaming.³ As the media landscape grows more fragmented, there has never been a better time for brands to consider adding free ad-supported streaming to their campaigns.

Question 2

What attracts viewers to FAST?

Financial reasons

As economic conditions fluctuate, many consumers are more careful than ever with household spending. FAST helps them manage their entertainment spending while still allowing them access to an abundance of enjoyable content options.

Viewing experience

FAST services give viewers access to a variety of viewing experiences. Their content libraries tend to be diverse, spanning genres from entertainment, to news, to sports, and beyond, and often include both hard-to-find legacy TV and movies as well as contemporary hits. They’re also unique in that they offer a linear-style viewing experience: always-on FAST channels designed to mirror traditional cable TV. These free channels are the perfect solution for those who miss the nostalgia of flipping through an array of cable channels, or who simply find the abundance of on-demand content options overwhelming. Almost 3 out of 4 of users say they find TV more enjoyable now that they can turn on their FAST service and simply watch what’s already on.⁴

Ad relevance

FAST offers a better, more relevant ad experience than traditional TV thanks to superior ad targeting capabilities. More relevant ads also mean a more engaging viewing experience; FAST viewers are 13% more likely to say they pay attention to all or most of the ads they see than MVPD or vMPVD (virtual Multichannel Video Programming Distributor) viewers.⁵

Answer

Audiences are gravitating towards FAST options for a few reasons: financial, viewing experience, and ad relevance.

Question 3

Why are advertisers embracing FAST?

Answer

As FAST grows in popularity with viewers, it’s also attracting the attention of advertisers looking to combat audience fragmentation and share-shift from linear TV, as well as those seeking more flexible or cost-effective buying options. In a recent survey, connected TV (CTV) media-buying decision-makers reported that some of their main reasons for investing in FAST were to reach additional customers, better audience targeting capabilities than that of linear, and more efficient pricing.⁶

Question 4

FAST at Amazon

“Watch for free” on Prime Video

Following Freevee’s deprecation in early 2025, all the brand’s free TV, movies, and FAST channels were subsumed within Prime Video and are still available to watch for free with ads, no Prime subscription needed. Prime and non-Prime customers alike can enjoy over 750 long-form FAST channels across over 150 of the most premium publishing partners, like NBCUniversal, Paramount, Warner Bros. Discovery, and more. There are also about 50 channels that are Amazon-owned and operated, including some programmed by Amazon MGM Studios.

Prime Video viewers can access 750+ premium FAST Channels within the Live TV tab.

Fire TV Channels

All Fire TV, Echo Show, and Fire Tablet devices come pre-loaded with the Fire TV Channels app, which provides free, frictionless access to a unique lineup of timely and topical content. Content spans more than 900+ short-form playlists and feeds, with 8K new clips added daily, curated by popular categories including sports highlights, lifestyle, music videos, news and topical, entertainment, cooking, gaming, and more.

Answer

Advertisers interested in exploring the benefits of FAST have a unique opportunity to do so with Amazon. The Amazon FAST offering brings together two customer-favorite streaming destinations unique to Amazon (Prime Video and Fire TV Channels) to enable advertisers to show up in prominent, high-quality FAST environments.

Question 5

Benefits of Amazon FAST

Quality and diverse free content

Brands’ ads appear alongside a massive, diverse selection of engaging free content. Content spans every audience passion point, and every viewing style, with content personalization technology helping ensure that customers can always find what they want to watch. Viewers are also drawn in by the quality of content, with 89% of Prime Video free live TV streamers reporting they are highly satisfied with the quality of FAST channels available to watch on Prime Video.⁷

Embedded in the customer journey

Amazon FAST is seamlessly embedded in the Amazon customer journey, making it some of the first content they can find from the moment they power up their Fire TV or head to the Prime Video homepage. It makes for a more convenient, seamless, and premium viewing experience; 84% of Prime Video free live TV streamers agree that watching free live TV on Prime Video makes them feel like Prime Video is a trustworthy and credible entertainment brand, and 83% are highly satisfied that FAST channels are integrated into a service they already use and trust.⁸

Reach relevant audiences

Powerful Amazon shopping and streaming insights come together with unique, 100% signed-in audiences to help brands reach their intended customers. Amazon FAST audiences skew younger, are inclined to shop, and are hyper-engaged: 45% are adult Gen Z or Millennial, 88% have shopped on Amazon in the past month, and they watch 1.54x more content on Prime Video than the average viewer.⁹

Answer

Amazon FAST is uniquely poised to help brands efficiently connect with engaged streaming TV audiences in high-quality environments.

Question 6

Get started with Amazon FAST

Answer

Amazon is building new opportunities that allow brands to make the most of growing FAST viewership, tailored to advertisers’ desired buying modality, audiences, and objectives. To learn more about advertising opportunities, contact your Amazon Ads account executive.