By Hawk Digital
Last week in Denver, the StreamTV Show buzzed with energy, but one panel in particular caught our attention: “The State of FASTs.” Moderated by Cathy Rasenberger, the conversation tackled both the big wins and lingering gaps in the world of Free Ad Supported Streaming TV (FAST).
Rasenberger didn’t sugarcoat things. Yes, streaming has officially caught up with cable and broadcast in viewership, and yes, nine out of 10 internet users now have a CTV device. But here’s the twist, while FAST viewership is climbing, ad spend just isn’t keeping pace. Despite owning 20% of audience attention, FAST only attracts 8% of ad dollars. That’s a serious disconnect.
Why? A familiar mix of reasons: inconsistent measurement, limited transparency, and a lack of advertiser confidence.
Still, the panel wasn’t just about pointing out problems, it was about real, grounded solutions.
Contextual Targeting recap-
Geoffrey Spence of Magnite Streaming highlighted how platforms like SpringServe are stepping up, acting as a “mediation layer” to improve ad performance and transparency. With clients like Disney, Roku, and Paramount already onboard, that’s a signal the industry is ready for some serious transformation.
Matt Knopf from LG Ad Solutions brought a refreshing take: collaboration. He emphasized data sharing through LG’s ACR powered tech and the importance of working with publishers to optimize inventory and revenue. His approach? Less gatekeeping, more partnership.
Jennifer Gale at Xumo echoed the theme of personalization. Their Xumo-branded boxes are blending linear and streaming into a unified experience. For advertisers, that means richer first party data. For viewers, it feels like a seamless, modern version of TV.
From Europe, Bernd Riefler reminded us that FAST is already being bundled into everyday telco boxes with no labels, just content. And David Purdy of Stingray gave perhaps the most honest insight: if FAST wants to win, it has to keep the viewer first. Learn from cable’s mistakes. Stay flexible. Make the experience easy, personalized, and binge worthy.
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Final Thought:
At Hawk Digital, we see this moment as pivotal. FAST isn’t just growing, it’s maturing. But trust, collaboration, and transparency will determine how far it goes. As the industry continues to evolve, it’s clear that the winners will be those who blend smart tech with human connection.
Let’s keep watching and building.
