The free ad-supported television (FAST) landscape has become increasingly crowded and creators, publishers and broadcasters need to do more than simply make their programming available to viewers. That’s the contention of Nielsen.
“Still in its early days, the FAST ecosystem is playing catch up with respect to metadata — even basic genre information,” the measurement organization reports. “This, in and of itself, will limit monetization opportunities, as brands and agencies are unlikely to advertise against content without knowing the program genre.”
According to Gracenote Video Data, there are more than 1,900 individual FAST channels for audiences to choose from, with more than 1,300 in the U.S. alone. For context, there were just 1,000 in the U.S. mid-way through 2023.
That’s more than 21% growth in eight months. And what’s more, individual FAST platforms, such as Pluto TV, Amazon’s Freevee and Tubi, typically have hundreds of channels within them, providing ample choice within individual electronic program guides.
To make FAST channels profitable going forward will require data enrichment strategies. These will build on the basics of imagery and descriptions by providing a more complete picture of available content. Additions like mood, theme, scenario and setting “provide a new layer of information that can elevate the appeal of programming among audiences looking for something to watch.”
“The importance of normalized and comprehensive metadata can’t be over-emphasized,” Nielsen stresses. “Enriched metadata can help ensure that content stands out as FAST experiences build out enhanced search and discovery algorithms for recommendation engines.”
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