FAST forward: How AI is powering the next phase of free ad-supported streaming
Entertainment doesn’t stand still; it’s one of the primary targets for consumers and always evolves in sync with technology and behavioural changes in the population. A new kid on the block in the battle between giants such as Disney and Netflix is FAST – Free Ad-Supported Streaming TV – which is literally disrupting the world of entertainment as we know it. In the past few months, it’s transitioned from being just a secondary output for content, mostly archived, to a strategic distribution model for recent titles and even original content. This shift is also possible thanks to the support of artificial intelligence, which acts as the backbone of this micro-revolution. But how does AI make it possible – or at least better? It actually shapes every step of the process, from the curation of content to individually tailored ad delivery, all the way to the overall platform strategy.
What is FAST?
But let’s have a closer look at what FAST is and does. Like many technological shifts in media, it originated in the United States. It’s there that the Advertising Video on Demand (AVOD) sector serves as the financial backbone of the model, with over 80% of global revenue concentrated in just ten markets and nearly 2,000 active FAST channels across platforms. According to mipblog, the year-round hub for the international TV and entertainment industry, Europe is catching up fast. Traditional free-to-air broadcasters across the continent are now exploring fast distribution as the go-to route to monetise digital content rights, build new branded channels and expand reach – all without relying on subscription models, which many viewers feel are too numerous and increasingly burdensome on their wallets.
Originally, FAST was seen as a low-effort way to resurface archived programming. Now, it has become a platform for curated content as well as a tool for audience acquisition. It’s a scalable distribution model that is also flexible, combining editorial curation with real-time delivery. The result? It paves the way for everything from genre-focused niche channels to fully branded content hubs.
AI enhancement
The central role is played, unsurprisingly, by artificial intelligence, which is capable of shaping the FAST experience. The starting point is determining what to recommend to each user, achieved by applying AI algorithms to suggest relevant content that people actually want to watch. The second step is ensuring that the most suitable ad is paired with it. It’s all about understanding behaviour and demographics. No two channels are the same, as they are customised to user preferences, with scheduling that predicts viewing trends and ensures the right content appears at the most relevant time. AI isn’t just a tool – it’s the engine, influencing platform performance and user engagement. It’s a win-win: users get what they want, and platforms monetise effectively.
Who’s in the FAST game and where it’s going next
But who is using FAST exactly? The players span across the industry – from OEMs and OS providers to an increasing number of traditional media companies. Everyone wants a piece of the FAST ecosystem. Since much of the content originates from third parties, licensing becomes a critical factor – and that’s also where AI steps in, helping inform licensing terms, channel launches, and platform partnerships. It’s all becoming more automated, yet more customised. Even a single channel operating in two different regions can now adapt its strategy and output with ease. And this is just the beginning. AI is evolving faster than almost any other technology, paving the way for increasingly automated channel creation, real-time optimisation, and more precise audience segmentation. Its adaptability is what makes it so powerful – and perhaps a little unsettling. This is a complete redefinition of how streaming content is selected, distributed, and experienced.
The editorial unit
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