Observed Signal · Sep 11, 2026 · Opinion · Source: AdExchanger · Impact: 2/5 · Sentiment: Negative
Connected TV (CTV) Market: FAST Channels Need Data Transparency to Prove Value
An industry opinion column argues that FAST platforms are hindering the growth of ad-supported TV by withholding crucial audience data from channel operators and advertisers. Despite significant growth in FAST viewership, the lack of independent measurement and transparency undermines advertiser trust and suppresses CPMs. The piece cites specific statistics on viewing hours and revenue declines, and calls for baseline device-level verification to restore confidence in the category.
Opinion piece highlighting a significant structural transparency issue in FAST advertising, but it represents a viewpoint rather than a specific industry event.
Wichtigste Kernpunkte & Evidenz
- FAST viewing hours in the US grew 43% year-over-year through August 2025, reaching 1.8 billion hours (ComScore).
- Global FAST viewing hours grew 55% year-over-year through mid-2026 (Amagi).
- EMarketer estimates US FAST users will reach 131 million in 2026, representing 54% of all CTV users.
- FAST session duration is up 25% year-over-year (Wurl).
- Revenue per viewing hour at some operators has dropped from 18 to eight cents, with CPMs falling from $30 to single digits.
- The Nielsen Gauge only captures Tubi, Pluto TV, and The Roku Channel, leaving other FAST channels unmeasured.
Verknüpfte Unternehmen
5 verknüpfte UnternehmenAmagi
Cloud-Plattform für FAST-, OTT-Workflows und CTV-Monetarisierung.
“Amagi puts global FAST viewing growth at 55% year-over-year through mid-2026....”
Nielsen
Anbieter von Medienmessung, Werbeanalysen und Content-Metadaten für die globale Medien- und Werbebranche.
“The Nielsen Gauge captures Tubi, Pluto TV, and The Roku Channel....”
EMARKETER
B2B-Research-Plattform für Marktanalysen, Werbung und Commerce Intelligence.
“EMarketer estimates FAST users in the US will reach 131 million in 2026....”
Comscore
Anbieter von plattformübergreifender Medienmessung, Zielgruppenanalysen und Werbevalidierung.
“ComScore reported a 43% year-over-year increase in US FAST viewing hours....”
Wurl
Eine führende Plattform für CTV-Monetarisierung, Targeting und FAST-Channel-Distribution.
“According to Wurl, session duration is up 25% year over year....”
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