More than half of Canadians are using FAST (Free Ad-Support Streaming Television) services as a companion throughout the day, according to a new research study from Paramount Global Streaming Research and Insights.
Exploring the rapid growth of the FAST channel universe, more than 5,000 consumers, ages 18-64, were interviewed across eight markets including Canada, Mexico, Brazil, Germany, Spain, Sweden, and the UK. The findings were presented by Christian Kurz, Senior Vice President of Global Streaming Research and Insights at Paramount, as part of the Connected TV World Summit in London.
The survey found that FAST services are growing rapidly for a few key reasons – like ease of use, taking the stress out of deciding what to watch, and providing an opportunity to explore from the comfort of home – ultimately addressing viewer needs in a way that complements other services, including those looking for background noise or ambience.
Key insights among Canadian consumers include that 78% of those interviewed find FAST services easy to use. FAST channels act as a companion throughout the day for 63% of Canadians interviewed, with 74% agreeing that there’s always something to watch. Over 80% are surprised by the amount of content available for free, while roughly 7.5 in 10 FAST users said they “love” having both live TV and on demand in one service.
The study also found that 72% of Canadians surveyed, and 69% overall, accept ads as part of the FAST experience. Across all categories, at least 70% of users across all markets surveyed say they would “enjoy or tolerate” seeing ads on FAST services, with movies (91%), tech/electronics (86%), and TV networks/shows (85%) the most popular. More than 71% of Pluto TV users in Canada said they are open to hearing about new brands when using FAST services.
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