As Streaming Grows, So Do the Opportunities for Advertisers

As audiences spend more time streaming television, advertisers have more ways than ever to reach them. But connected TV is not a single channel or buying approach. It includes subscription platforms, ad-supported video-on-demand (VOD) services, broadcaster streaming environments and a rapidly expanding category known as FAST.

FAST stands for Free Ad-Supported Streaming Television. These channels offer scheduled programming delivered through streaming platforms at no cost to the viewer. In many ways, the experience feels similar to traditional linear television in that viewers can browse a programming guide, select a channel and watch without having to choose a specific episode.

That familiar, “leaned-back” experience is part of the audience appeal for FAST. While on-demand platforms require viewers to decide what to watch, FAST channels provide a stream of scheduled content across categories such as news, entertainment, drama, comedy and sports.

The format is also attracting a meaningful Canadian audience. According to research highlighted by Roku, 41% of online Canadians now watch FAST channels, with viewership nearly doubling over the previous year. Roku’s 2026 VOD Evolution study also found that 56% of Canadian streamers watch some form of linear streaming content. Canadians now spend an average of four hours and 12 minutes each week watching free, ad-supported streaming content—an increase of approximately one hour from the
previous year.

FAST programming has also moved well beyond programming archives and classic reruns. Roku cites research indicating that 45% of FAST video content was produced after 2019. Today’s FAST environments can include modern series, recognizable programming, specialized channels and live events.

For advertisers, one of the most interesting opportunities is the growing variety of niche channels. Channels built around specific genres, interests or programs can create relevant contextual environments for reaching audiences. Depending on the platform and buying approach, advertisers may also be able to layer audience data and digital targeting onto the high-impact television experience.

As investment in streaming and connected TV continues to grow, understanding the distinctions between these opportunities becomes increasingly important. FAST can provide scale, accessible premium video and more specialized audience environments—but it should be evaluated as part of the broader media mix.

The right streaming strategy is not simply about appearing on more platforms. It is about understanding where the target audience is watching, how each environment contributes to campaign objectives and how streaming can complement traditional television and other media channels. Source: 5 things advertisers need to know about FAST channels | Canada

Source: 5 things advertisers need to know about FAST channels | Canada