53% of US consumers are now on free ad-supported streaming platforms

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 11, 2021, 5:05 PM GMT+0

While most FAST users have a specific show in mind when using an ad-supported service, 46% of them browse through FAST services without a fixed destination.

Nearly half of US consumers with broadband have revealed that they watch free ad-supported streaming TV (FAST) platforms. These include Pluto TV, Roku Channel, Tubi, IMDB TV and the free version of Peacock.

The Hub Entertainment Research report noted that the content discovery and platform usage patterns this year have risen 11 percentage points from 2020. 55% of respondents say they are more interested in TV shows displayed on top of the webpage, tagged as “original”.

40% of surveyed audiences signed up for a streaming service for a particular show that was unavailable on other platforms. 77% of users signing up to a platform for a specific show, stuck to the service even after the show ended.

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