By Carl Wartzack, CEO, WBX
In the age of infinite content, more isn’t always better, especially when it comes to monetization. The recent headwinds facing FAST (Free Ad-Supported Television) channels prove just that.
What began as a gold rush – niche, always-on channels streaming nostalgic classics like Gunsmoke and Murder, She Wrote – has hit a wall. Ad revenue is down as much as 50% for some players, even while viewership continues to climb. It’s a paradox that underscores a larger truth: audience alone doesn’t equal advertiser value.
At WBX, where we help brands grow through precision-driven, retail-connected media strategies, this moment is an inflection point. One that forces a key question:
Are we valuing attention, or just counting impressions?
The Cracks in the FAST Model
FAST channels exploded over the past five years because they solved two problems:
- For consumers, they offered free, lean-back streaming.
- For platforms, they provided inventory to monetize without needing subscriptions.
But today, they’re a victim of their own success. The supply of ad-supported streaming has outpaced demand. And platforms that rely on older, low-investment content are struggling to differentiate in a world of on-demand personalization and premium storytelling.
Meanwhile, major players like Amazon Prime Video, Netflix, and Disney+ are eating up CTV budgets. They’re offering:
- Smarter targeting
- More premium environments
- Stronger brand safety assurances
- And increasingly, retail media integration that connects ad exposure to real outcomes
That’s where the FAST model can’t compete on its own.
It’s Not About the Channel Count. It’s About the Channel Strategy.
For advertisers, it’s no longer viable to spread media dollars thin across 30 generic FAST channels just to inflate reach.
The lesson here is focus. Precision. Intentionality.
Just as we’ve seen in retail media, the future of video lies in performance-based storytelling, or formats and placements that not only entertain, but convert. That means:
- Reassessing the ROI of inventory, not just the price
- Prioritizing media with contextual relevance and audience trust
- And investing in platforms that close the loop between what’s watched and what’s bought
Where FAST Goes From Here
There is still value in FAST, but it needs to evolve.
Some platforms are catching on. Roku and Samsung are letting experienced media owners sell their own inventory. Others are leaning into original content to stand out. And smart brands are pairing FAST buys with interactive, data-enriched formats that drive measurable action.
At WBX, we believe FAST can work, but not as a standalone solution. It needs to be part of a connected commerce strategy that integrates with:
- Retail signals
- Audience data
- And full-funnel measurement
Because in today’s ecosystem, the question isn’t who’s watching. It’s who’s buying and why.
The Takeaway: From Quantity to Quality in CTV
The streaming ad market isn’t collapsing. It’s maturing.
FAST isn’t dying, it’s being forced to grow up. And that’s a good thing.
For advertisers, this moment demands discipline. For platforms, it demands reinvention. And for brands, it’s a reminder that media that can’t tie back to outcomes is just entertainment. Media that can? That’s commerce.
And that’s where the future is headed.