Recent data highlights a significant shift towards Free Ad-Supported Streaming TV (FAST TV) across South-east Asia.
With over one-third of viewers in the region now streaming OTT content, the market has seen a remarkable 22% year-over-year growth. This surge is largely driven by younger demographics, with 44% of viewers aged 16-34, making them a prime target for advertisers looking to build long-term brand loyalty.
According to a recent State of social media in April 2024 report, video and music streaming is extremely popular in South-east Asia. For instance, Asians spend the most time globally on YouTube, and South-east Asians spend the most time on TikTok.
FAST TV is expected to be a game-changer for GroupM’s Advanced TV strategies. GroupM recently highlighted some aspects of FAST TV’s impact in marketing:
- Ad-supported revenue model
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FAST TV’s reliance on advertisements for revenue opens up new avenues for targeted ad campaigns, leveraging data to reach specific demographics effectively.
- Diverse content offerings
With a broad range of programming, FAST TV caters to varied audience interests, providing advertisers with multiple touchpoints to engage with viewers.
- Cost-efficiency for consumers
As subscription fatigue sets in, consumers are gravitating towards free, ad-supported content, creating a larger, more engaged viewer base for advertisers.
- Technological integration
FAST TV services are seamlessly integrated across multiple devices, ensuring brands can maintain a consistent presence across various viewing platforms.
