Ad-Funded Streaming Channels Dominate in Europe, Says Rakuten Report – SXSW London

EXCLUSIVE: We’re increasingly embracing the FAST (Free Ad-Supported Streaming TV) lifestyle, according to a fresh study released by the European streaming service Rakuten TV.

Just before their SXSW London event today, Rakuten unveiled findings from their research titled “The FAST Advantage,” indicating a significant embrace of FAST channels by European audiences as a conventional viewing choice.

Highlights from the survey, which polled 750 consumers across five major European markets, reveal that 73.7% of participants watch FAST channels daily or multiple times a week, 80.1% view it as a primary or alternative TV viewing option, and 60.7% anticipate increasing their consumption. Only 4.3% expect to watch less.

Survey results spanned the UK, Germany, Spain, France, and Italy, showing a broad acceptance of advertising with 82.3% reacting positively. The data also indicated that 46% of respondents explore FAST channels to evaluate SVOD services, and nearly 30% use them to decide which subscriptions to cancel.

A significant 92.4% of viewers emphasized the importance of local content, although the way FAST is utilized varies by country. In the UK, it’s largely about aiding content discovery and making subscription choices, whereas in Germany, subscription exhaustion is driving more users to FAST. Spain and Italy are showing strong adoption rates as well.

These insights will be discussed in more detail at SXSW London’s panel titled “Your Free Pass to the Future of TV: Rakuten TV, AMC Global Media & The FAST Channel Revolution” happening today in the UK.

According to Rakuten, their study – set to be published this Friday and conducted by Rakuten TV Enterprise – proves that FAST is now a “long-term strategic opportunity” for content owners. It offers avenues for audience expansion, content discovery, and monetization, essentially maturing into a standalone business model.

Cédric Dufour, CEO and President of Rakuten, commented, “FAST is transitioning into a mature phase across Europe, evolving from a niche to a mainstream viewing habit in various markets. This shift offers content owners substantial opportunities to leverage their libraries, broaden their audience, and enhance engagement in ad-supported settings.

“Success in the FAST landscape is no longer solely about content distribution or revenue generation, but about creating a balance between content, advertising, and viewer experiences in ways that resonate with audiences. Rakuten TV Enterprise is pivotal in this transition, linking content owners with the appropriate audiences, platforms, and revenue opportunities across Europe, while fostering more engaging and sustainable streaming experiences.”

Lucy Halliday, VP of Business Development International at AMC Global Media – UK, shared, “As viewer preferences evolve, FAST is becoming a crucial component of our strategy, complementing broadcast, licensing, and subscriptions to enhance how audiences discover and engage with content in the UK.

“Our collaboration with Rakuten TV showcases this approach in action, delivering premium, IP-focused channels to new audiences in a manner that aligns with current viewing habits. FAST is proving highly beneficial, promoting discovery and engagement while supporting our broader distribution strategy. As we expand our FAST presence in the UK, partnerships like this are essential for increasing reach and extracting more value from our content offerings.”

Today, Rakuten and AMC are featured at Protein Studios, marking their participation in the second SXSW London event.