CTV Report
FAST Viewership Has Grown 12% YoY
by Frankie Karrer
Abstract
- Monthly Free Ad-Supported Streaming Television (FAST) viewership has grown by 12% year-over-year, and daily viewing time per household increased 16%.
- Viewers are sticking around longer: the average FAST session length jumped 25% from last year.
- FAST viewership now accounts for more than one-third of the U.S. population, with economic pressure driving more viewers toward free streaming platforms that aren’t vulnerable to subscription churn or pricing fatigue.
- Despite rising engagement, ad prices remain lower than in previous years, signaling untapped opportunity for brands.
Free Ad-Supported Streaming TV (FAST) is steadily earning more attention from viewers — and advertisers need to move faster if they want to seize the opportunity. New research from Wurl shows that monthly active FAST households grew 12% year-over-year, while average daily watch time climbed 16%. And viewers aren’t just watching more, they’re watching longer, too. Session durations are up 25%, with engagement spread across more channels.
Despite this momentum, FAST remains undervalued by many advertisers, meaning savvy brands have a wide-open runway to tap into premium inventory at below-market rates. Marketers who remain cautious cite platform churn and a lack of exclusive content, but consumer interest in FAST is undeniable (and accelerating). One in three Americans now watches FAST, and Nielsen reports these platforms are outperforming even the combined usage of some top paid streamers. For brands, the message is clear: a modern CTV advertising strategy should treat FAST as a core pillar that offers unbeatable value, reach, and rising retention.
Connected TV in the News
Hulu Isn’t Going Away After All — It’s Going Global
The Verge
Disney is expanding Hulu to worldwide streaming audiences in preparation for the “unified” Disney Plus app experience that’s launching next year.
CTV Came Out on Top for Viewer Attention in Q2 2025
MNTN Research
New research finds that in Q2 2025, CTV earned an average of 58.9 Attention Units (AUs) — outpacing linear, online video, and display.
Pause Ads Prove Their Potential As Connected TV’s Most Engaging Ad Format
EMARKETER
Pause ads are proving their potential in the crowded Connected TV landscape after one brand saw massive success with their campaign.
Subscribe to the MNTN Research Weekly
Sign up to receive a weekly feed of curated research, sent straight to your inbox.