Take a deep dive into what the FAST ad market is worth in the U.S. — and which categories are raking in the big money
Based upon the datasets from Omdia and eMarketer, VIP+ has created its own estimates for the U.S. FAST market. In the best-case scenario, the FAST market will be worth $6.1 billion by 2025, representing an increase of 763% from 2019’s baseline level of $706 million.
The more conservative estimate sees the ad market for FAST worth $5.3 billion in 2025, a gain of 646% from 2019. Either way, the FAST market is increasing in value — and a key reason why it’s important to launch channels and become established sooner than later.. The number of ad impressions — each time an ad is displayed onscreen — among the hundreds of FAST channels Wurl powers has increased by almost 10 times from the baseline level two years ago.
This is a good sign for FAST, suggesting that ad buyers are already acknowledging the benefits FAST brings, namely increased audience reach. In VIP+’s recent “” webinar, AMC Networks SVP of advanced advertising Evan Adlman noted there was very low audience duplication between viewers of AMC’s cable networks and those of its FAST networks. This is a big reason why FAST is so attractive to advertisers.
The FAST ad market, therefore, can be seen as one that is in robust health and will continue to grow in the coming years. That said, for media companies VIP+ has previously noted to be , namely Disney and newly merged Warner Bros. Discovery, now surely is the time to jump in and make the most of the opportunities FAST offers.
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