Observed Signal · Jun 25, 2026 · Market Research · Source: Meedia · Impact: 3/5 · Sentiment: Positive
CTV Market: FAST Hits Mainstream TV, Forces Ad Market Rethink
Rakuten TV Enterprise market studies show FAST (Free Ad‑Supported Streaming TV) has become mainstream in Germany and Europe, changing how advertisers plan CTV campaigns. In Germany 79% of respondents use FAST daily or several times a week (Europe ~74%), and four in five view FAST as a primary or alternative way to watch TV. Most FAST viewing (94%) happens on TV devices. Advertiser acceptance of ads in streaming is high if ads are relevant; 82% of European respondents accept advertising in streaming contexts. Advertisers are shifting investment and measurement priorities: CTV is a standard channel (100% of surveyed advertisers use or plan to use it), 72% of German advertisers plan to raise CTV spend, and attention, context and brand impact are rising measurement priorities. Rakuten highlights an "Advertiser‑Viewer Gap" that the industry must address.
Widespread FAST adoption alters CTV inventory, advertiser buying behavior, ad formats and measurement priorities—important for media planners, publishers and ad tech vendors but not a single platform policy change.
Key Takeaways & Evidence Grounding
- Rakuten TV Enterprise published two studies: "The FAST Advantage" and "Beyond the Break" examining FAST usage and advertising attitudes.
- In Germany 79% of surveyed users said they use FAST offerings daily or several times per week; Europe-wide the figure is ~74%.
- 94% of FAST viewing occurs on TV devices; 60.7% of respondents expect to use FAST more in the future.
- 82% of European respondents accept advertising in streaming environments; pre-rolls are reported as the most visible ad format (57%).
- 100% of surveyed advertisers already use or plan to use CTV; 72% of German advertisers intend to increase CTV investment in the next 12 months.
Connected Companies & Entities
2 Entities mappedRakuten Advertising
Affiliate and performance marketing platform for brands and publishers.
“Appears in the article's tag list: 'Rakuten Advertising' (as a related keyword/tag on the page)....”
MEEDIA
Marketplace for licensing creator-owned images and video content.
“Das zeigen zwei neue Erhebungen ... wie MEEDIA wiederholt thematisierte, und Rakuten die Aussagen gut ins Vermarktungsgeschäft integrieren k...”
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