WIDE ANGLE

From Reruns to Resurgence: The Origins of FAST

Free, ad-supported television (FAST) services began to take root in the early-to-mid 2010s, when a handful of pioneering platforms set out to recreate the linear TV experience in a streaming environment. Pluto TV was one of the first to offer curated, round-the-clock channels, initially focusing on reruns and older content but quickly finding an audience that appreciated the familiarity of a “live” feed.

Around the same time, Tubi and Xumo also launched, using the same free, ad-based model. What accelerated FAST’s growth was major media companies seeing its potential. Viacom’s acquisition of Pluto in 2019 strengthened the platform’s content library and visibility, while Fox’s purchase of Tubi in 2020 marked another signal that big broadcasters believed in free, ad-supported streaming. By delivering truly free, linear-style programming—supported by ads—these services carved out a substantial corner of the streaming ecosystem that has been expanding ever since.

---

FAST Finds Its Audience: Popularity Soars

Over the past few years, FAST platforms have moved from niche to mainstream. An estimated one in three American viewers uses a free ad-supported TV service, and individual platforms have reported impressive user growth. Tubi in particular has surged to tens of millions of monthly active users, complemented by a massive on-demand library and a growing slate of “live” channels.

Tubi's interface looks a lot like cable TV

Pluto TV has similarly achieved a substantial global footprint, thanks in part to its parent company’s content catalog. Meanwhile, The Roku Channel, taking advantage of Roku’s enormous user base, has become a top free streaming destination. Two factors explain this boom: First, FAST services have greatly expanded their programming and licensing agreements. Second, more and more households are experiencing subscription fatigue, leading them to flock to free options that replicate cable’s linear-TV feel at zero monthly cost.

---

Google Jumps on the FAST Bandwagon

One of the clearest signs that FAST has entered the mainstream is Google’s embrace of free streaming channels on Google TV. Google began by aggregating multiple FAST providers (e.g., Pluto TV, Tubi, Plex) into a unified program guide, enabling users to quickly browse hundreds of free channels.

The bigger development came with Google’s announcement that all new Google TV devices will now include a dedicated “Free TV” button on their remotes. It’s reminiscent of an “antenna” or “cable” button from earlier TV eras: press it, and you drop directly into a live grid of free streaming channels. Having that prominent button underscores just how critical FAST has become to the streaming ecosystem. Google is banking on the reality that many viewers appreciate live, no-cost content just a click away.

---

Leaders of the FAST Pack

The FAST landscape is dominated by several well-established platforms, each featuring a vast array of linear channels, on-demand titles, or both. Here’s a quick look at the major players, their scale, and availability (note that channel counts and user numbers can change over time, but these give a representative snapshot):

Service	Approx. Channels	Monthly Active Users	Availability	Supported Devices
Pluto TV	250+ channels (US)	~80M	30+ countries across Americas & Europe	Smart TVs, streaming boxes, mobile, web
Tubi	~250 live channels + large on-demand library	70M+	US, Canada, select global markets	Smart TVs, streaming devices, consoles, mobile, web
The Roku Channel	500+ channels	Tens of millions	US, Canada, UK, Mexico	Roku devices, web, mobile, some smart TVs
Samsung TV Plus	~200 (US), 3000+ globally	~88M	30+ countries across North America, Europe & Asia	Samsung smart TVs (built-in), web, mobile (select regions)
Amazon Freevee	200+ channels	~65M	US, UK, Germany	Fire TV, mobile, web, some smart TVs

Pluto TV stands out for its curated, genre- and franchise-specific channels. Tubi has a massive on-demand library and now hosts many live streams as well. The Roku Channel benefits from Roku’s huge user base and includes both licensed and original content. Samsung TV Plus is preinstalled on Samsung TVs, making it instantly accessible, while Amazon Freevee (formerly IMDb TV) leverages Amazon’s ecosystem and brand recognition.

---

Implications for Cable and Broadcast TV

The rise of FAST has significant ramifications for traditional cable and broadcast television. Cable and satellite operators risk losing even more subscribers who discover they can enjoy a live, curated experience free of charge. Meanwhile, many local stations are venturing onto FAST platforms with dedicated channels, extending their reach to audiences who never had an antenna or a pay-TV subscription.

Advertisers are following the audience. As more viewers migrate to connected TV options, companies are redirecting budgets to FAST services, which can offer digital ad targeting alongside the broad reach of traditional TV. This revenue bolsters FAST platforms, allowing them to license or develop more content, further accelerating the shift away from conventional pay-TV models.

---

The Road Ahead

With more FAST services entering the market, we can expect plenty of competition and potentially some consolidation. Content owners are increasingly willing to license their back catalogs to multiple FAST outlets, thereby expanding viewership across many platforms. In this sense, FAST diverges from subscription-based streaming, which often tries to entice subscribers with exclusive titles.

Feature-wise, look for FAST services to enhance their offerings with pause, rewind, and restart options, blending the linear model with on-demand convenience. Deeper platform integration—like that offered by Google TV—will make discovering and surfing FAST channels feel even more like traditional TV.

Another key development is original programming. Tubi, Roku, and Pluto TV have already debuted exclusive content, and as ad revenue grows, they’ll likely invest in more. We may someday see a breakout original hit that’s produced and premiered solely on a FAST platform—a sign that free streaming can compete creatively as well as financially.

From a consumer standpoint, FAST is a clear victory: you get a huge selection of content without spending a dime (apart from your internet bill). It won’t replace Netflix or Disney+ if you’re after premium originals, but it can easily supplement or even replace an expensive cable package if you primarily enjoy channel-surfing and the occasional movie marathon.

I can attest to how far FAST services have come. Thanks to Tubi, I was able to watch the Eagles win the Super Bowl in glorious 4K, all without having to pay a dime beyond my internet connection. That’s the beauty of this modern reinvention of free TV.

Ultimately, FAST is like television coming full circle: free, ad-supported programming, brought into the 21st century with apps and streaming technology. It offers a comforting, old-school vibe for those of us who miss the simple fun of tuning into something random at any given moment. Meanwhile, Google’s “Free TV” button cements FAST’s place as a core streaming choice.