FAST streaming now reaches 27% of European households
ShowHeroes and Omnicom Media Netherlands have published a study on the growth of free ad-supported streaming television in Europe, finding that FAST now reaches 27% of households across the region.
The survey covered 4,377 people aged 18 to 65 in the UK, Germany, France, Italy, Spain and the Netherlands. Households now keep an average of two to three paid streaming subscriptions, while 58% of respondents said they want to cut subscription costs.
That pressure appears to be shaping how viewers choose streaming services. The study found that 37% would cancel a paid service if advertising was added without a meaningful price cut, and that consumers generally preferred free ad-supported services to taking on another monthly fee.
FAST adoption was highest in the UK and Italy, where it reached 37%. Spain also recorded monthly reach growth of 31% to 35%.
The findings suggest FAST viewing is moving beyond occasional use. Among users, 62% said they watched in the evening, 57% tuned in several times a week, and 66% reported high overall satisfaction.
More than half of respondents said they used FAST when they did not know what to watch, a pattern the study links to growing frustration with the number of paid streaming choices.
Sarah Lewis, Global Vice President CTV at ShowHeroes, said: "As Connected TV matures, growth is no longer about stacking subscriptions. It is about delivering value in smarter ways. Our research shows Open CTV, particularly FAST channels, is unlocking incremental reach by attracting viewers who refuse to pay more but still demand premium entertainment. In this environment, advertising is not an interruption, it is part of a transparent exchange. That fundamentally changes how brands should think about CTV strategy."
Ad reach
The study points to country-level differences in how FAST complements or replaces paid video subscriptions. In France and the Netherlands, more than half of FAST users do not use any subscription video-on-demand platform. In Germany, FAST reaches nearly half of viewers not covered by subscription-based advertising.
The researchers describe this as incremental audience reach rather than duplication. They also found stronger acceptance of advertising on FAST services than on paid ad-supported tiers, especially when adverts were relevant, brief and limited to about four minutes an hour.
Ilhan Zengin, Chief Executive Officer of ShowHeroes Group, said: "Subscription fatigue is not cyclical; it is structural. The European streaming market has reached economic equilibrium. FAST represents the next phase of Connected TV, where scale, engagement and ad acceptance converge. For the industry, this is not simply another distribution channel. It is a rebalancing of the streaming model itself."
Viewing shift
The research also found signs of a wider shift in media habits, with 44% of respondents saying they had replaced some time spent on social media or gaming with FAST viewing.
Sports and news viewing are also shifting towards ad-supported digital services, according to the findings. The study argues that widespread smart TV ownership is helping FAST by placing it directly on the home screen and making access easier for viewers who want to avoid further subscription spending.
Marit van Zon, Insights Consultant at Omnicom Media Netherlands, said: "What we are witnessing is a consumer-led correction. Audiences are making rational decisions about value, and they are responding positively to environments where that value exchange is clear. FAST combines high engagement with high receptivity. For brands, that creates an opportunity to connect in moments of genuine attention rather than forced exposure."