It seems that in a world of endless AVOD and SVOD services, the popularity of a new option that resembles traditional linear TV, Free Ad-Supported TV (FAST), e.g. Pluto TV, The Roku Channel, and Samsung TV Plus, has taken everyone by surprise.
But, why is that? What is it about this model that has viewers tuning to linear again?
In the US, FAST has become very appealing to a large group of overwhelmed consumers.
Many viewers are getting tired of being overloaded with streaming services and content options, and feel comfortable returning to a familiar model of TV viewing where the choices of what to watch are limited and ultimately decided for you.
In addition, the economic aspect of going from paying hundreds of dollars a month for broadcast TV and various streaming channels to nothing is also a huge selling point.
Not to mention, the simplicity matches up to VOD services. Consumers don’t need to pay for and install a cable box. They can just download the app on their smart TV and start watching.
However, just because FAST is a ‘slam dunk’ in the United States doesn’t mean that you can just take that service, launch it in Europe and expect the same success.
In Europe, premium broadcast providers offer great content that is already free for viewers - a reality that is very different from the US. So there goes one major selling point.
If you want to make your FAST TV channel attractive to users, then it comes down to a great user experience. Here is what you need to focus on to make that happen.
1. Localise your content
Localise your content. Localise your content. Localise your content. This is key to succeeding in European markets. And this doesn’t mean just using subtitles on your programs. If you are showing international programming then you should also consider dubbing in the local language.
According to Oliver Jollet, SVP, General Manager of Pluto, Pluto had record growth in 2021. Now they are reaching more than 64 million monthly active users globally (more than 10 million). A major reason for this success is their ability to localise their content in the different countries that they have entered.
Unfortunately, when it comes to news and sports FAST is still at a disadvantage when it comes to competing with Linear TV.
According to Tubi’s The Stream Audience Report: 2022 Actionable Audience Insights for Brands, linear TV’s stronghold is still with sports, reality TV and live news with viewers being known for their network loyalty.
Even though this is the case, FAST channels can still gain some viewers in these areas as long as they offer local content. Currently, Pluto TV offers pre-recorded clips and highlights from well-known news and sports channels in the US.
If your FAST channel is going to compete, then you need to offer similar local news and programming that your target audience is loyal to.
2. Your ad experience needs to be adjusted per market
In the US, consumers are used to being blasted with a bunch of ads that regularly interrupt their programs. In Europe - not so much. Make sure you are adjusting per market. If you take the same ad approach for every country your FAST channel will not be successful.
For example, Sweden has less commercials between programming than the US. If you used an American ad model in Sweden, Swedes probably would not see any point in watching your FAST channel over their free broadcast channels.
If you want them to watch then you need to offer the same type of ad structure or a better one with less breaks to real viewers in.
3. Navigation is key - Get your EPG data under control
FAST is still a linear model of TV watching, meaning that you need to bring your strategy back to the basics and make sure that your EPG data is top-notch.
The best way to do this is by controlling your output yourself, both on your channel and to 3rd party sites so that users can discover your content.
This way you can ensure that all the EPG data is translated in the local language and is rich and easily findable. If viewers don't know what content you’re offering they won’t go to your channel.
You can easily achieve this by using Clipsource’s VOD and TV Schedule Distribution Service.
4. Invest in marketing & communication
The number of FAST channels will likely grow massively in the next few years. Stay ahead of the competition and make sure potential customers and made aware of your channel through SEO, proactive distribution of schedules, advertising etc.
For more information on marketing best practices, check out our 2022 Streaming Marketing Guide: Best Marketing Practices to Attract More Viewers.
Are you ready to expand your FAST channel?
Compared to VOD, FAST channels are still in their early stages, meaning that there is still time to get ahead of the competition.
Not to mention, ad buyers are intrigued by the FAST model since they are able to run well-targeted non-skippable ads on large-screen TVs.
If you want to be a leader in Free Ad-Supported TV in multiple markets then follow the 4 tips above to expand your service.
Clipsource has been hired by some of the industry’s finest entertainment brands to streamline marketing and communication workflows. Contact us today to learn more about how you can scale down to one platform for all of your needs.
