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.
Key Takeaways & Evidence Grounding
- 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.
Connected Companies & Entities
5 Entities mappedAmagi
Cloud platform for FAST, OTT operations and CTV monetisation.
“Amagi puts global FAST viewing growth at 55% year-over-year through mid-2026....”
Nielsen
Media measurement, ad intelligence, and content data provider.
“The Nielsen Gauge captures Tubi, Pluto TV, and The Roku Channel....”
EMARKETER
B2B research platform for media, advertising, and commerce intelligence.
“EMarketer estimates FAST users in the US will reach 131 million in 2026....”
Comscore
Cross-platform media measurement, audience analytics and advertising validation provider.
“ComScore reported a 43% year-over-year increase in US FAST viewing hours....”
Wurl
CTV monetisation, targeting and FAST distribution platform.
“According to Wurl, session duration is up 25% year over year....”
Ontology Mapping & Concepts
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