Majority of TV viewers use FAST platforms – study

Two in three (66%) TV content viewers are using free, ad-supported streaming TV (FAST) platforms in a typical month, according to Horowitz Research's latest annual report, State of Media, Entertainment, and Tech: Viewing Behaviors 2024. Tubi, Pluto TV, Freevee, YouTube, and Roku are the top-used FAST networks by consumers surveyed in the study.

The new report, which tracks the evolution of the pay and free TV, streaming, internet, and mobile environment, reveals the impact of the emergence of FAST services on the TV ecosystem. On one hand, more than half (53%) of FAST users say they have cut down on their paid streaming services now that they have adopted FAST. On the other hand, 43% of FAST users tell us they have subscribed to a pay service to continue watching a show they started watching on a FAST channel. These data underscore the important opportunity to leverage FAST strategically, with smart windowing and content promotional strategies.

TV is more enjoyable with free services

Indeed, Horowitz's study finds that the lean-back experience of channel surfing was sorely missed by consumers who cut the cord and relied on on-demand streaming options. Over seven in 10 (73%) FAST users agree that TV is more enjoyable now that they can turn on these free services and watch whatever is on. Specifically, among cord-cutters who no longer have a cable or satellite subscription, nearly six in 10 (58%) say free services are like having cable TV again.

The full State of Media, Entertainment & Tech: Viewing Behaviors 2024 study explores viewing behaviors in the complex media landscape. The report examines share of viewing per platform, the devices they're watching on, the kind of content they’re consuming, and which services they feel do the best job at delivering the content they seek. This year, the study does a deep dive on consumer relationships with FAST services. The survey was conducted in March - April 2024 among 2,008 TV content viewers 18+. Data have been weighted to ensure results are representative of the overall TV universe. The report is available in total market, FOCUS Latinx, FOCUS Black, and FOCUS Asian editions.

Read the full press release here.

Horowitz Research