Free ad-supported television (FAST) continues to grow at pace as more of us connect our TV directly to the internet. Over the past decade UK smart TV ownership has jumped from 11% to 74%, paving the way for dozens of new linear channels to be launched. Samsung TV plus in the UK carries over 100 FAST channels, for example. So, who’s watching and what are the opportunities for advertisers?

Changing channels

The television landscape has undergone a seismic shift in recent years. From 4/5 terrestrial channels in the 80’s and 90’s, to satellite (Sky), cable (Virgin Media) and DTT (Freeview), there’s been an explosion of choice. Connect a box to your arial, dish or cabled street and get access to hundreds more (mostly subscription) channels. But times are changing, fast. Cord-cutting is putting pressure on pay tv operators like never before as a combination of free FAST channels and streaming services, negate the need for a separate box connected to your TV. Public service broadcasters (BBC, ITV, Channel 4 and Channel 5) have also jumped on the trend, launching Freely – a new streaming service for smart TV’s, meaning that you’ll no longer have to use each individual broadcaster’s apps separately – essentially, everything is built into your internet connected smart TV.

The answer may well surprise you. In the UK there were 16.8 million users in 2023 with revenue projected to reach £406 million by 2027, making it the second-largest market globally after the US.

While SVOD still maintains the biggest scale, time on FAST and AVOD has seen the most growth according to Samsung Ads, who’s 2023 report found that:

“In many ways we have gone full circle where once again the TV landscape has a mix of free and paid for content, alongside on-demand as well as linear scheduled.”

Why are they watching?

The appeal lies in its simplicity – no subscription fees, no sign-ups, just free content on Your Smart TV. The success of these new services is perhaps unsurprising when you delve into Deloitte Insight’s Digital Media Trends report which revealed 44% of UK consumers preferred 12 minutes of ads per hour and no monthly subscription, ahead of 39% who preferred to pay £10 for no ads. This increases to 57% for Gen Z and 62% for millennials, something Samsung Ads also discovered in their research, which found that their FAST audience profile greatly over indexed 18–24-year-olds.

The Opportunities for Advertisers

 Sarah Coften, Head of Innovation and Digital Strategy at Smithfield, shares:

“FAST TV offers an incredible opportunity for brands to connect with their audiences in a more streamlined and cost-effective way. The lower barrier to entry makes it accessible to advertisers with modest budgets, allowing them to tap into highly engaged audiences with precision targeting.

At Smithfield, we’re excited to leverage advanced data and attribution models to help our clients navigate this evolving TV landscape. Whether you’re looking to increase brand awareness or drive conversions through the funnel, FAST TV is reshaping how advertisers can achieve impactful results with greater flexibility and reach.”

The future of TV

Given the proliferation of screens and social platforms in our lives, it can sometimes feel like the grey box in the corner of our living room is something of a relic, however FAST TV proves there’s still plenty of life in the gogglebox left – it just needs to be approached differently.

To learn more about how Smithfield can help your business navigate the new world of television, please contact us today.