With over 450 unique Movie channels currently airing on major FAST platforms worldwide, films are a key cornerstone to the FAST format and the lean-back experience. While overall channel growth on FAST platforms has slowed, movie channels have defied the trend, experiencing a 2% market share increase to 14% since July 2023. This resilience coincides with a broader industry focus on content monetisation. Studios facing financial pressures are unlocking value from under-utilised libraries. FAST channels offer an ideal outlet for this content, providing content owners with potential volume deals and channel operators with a unique and cost-effective way to fill their lineups.
However, differentiation remains key. Unlike series or IP-based channels with established narratives, movie channels require constant content updates and effective discoverability strategies. Genre specialisation proves to be a winning formula. Drama and horror channels have been particularly popular in the US over the past six months, while seasonal pop-up channels, especially around holidays, continue to resonate with audiences.
The movie channel landscape on FAST boasts a diverse range of owners. FAST specialists like FilmRise and Cineverse share space with major studios like Lionsgate and Sony. Notably, Owned and Operated (O&O) channels dominate the US market, with Pluto TV, ViX+, and Xumo leading the pack. Additionally, partnerships like Freevee's "MGM Presents" channels and curated brands like Samsung TV Plus's "Movie Hub" further illustrate how platforms remain focused on driving their movie offer.
Understanding how viewers find these channels is crucial. FAST platforms typically group channels by genre, with Electronic Program Guide (EPG) placement offering valuable insights.
Platforms like Pluto TV prioritise movie channels by placing them near the top, suggesting a focus on high-quality content. With many Movie channels O&O, it is likely that these are some of the channels they invest highly into, and therefore want to drive traffic to.
Conversely, Samsung TV Plus puts their movie channels further down the EPG behind News, Entertainment, Sports, Kids and Comedy channels. While the two approaches seem to contradict each other, it highlights the unique differentiation strategies employed by different platforms to cater to specific viewer segments.
The Future of Movie Channels on FAST
The most exciting development in FAST lies in the shift towards better content and the activity of tier one content owners. Studios like Lionsgate are leveraging their high-quality libraries on FAST platforms with initiatives like the MovieSphere channel. Currently, Studios are finding a balance where they can license content to FAST channels (largely non-exclusively), operate their own FAST channels and sell titles across the whole spectrum of services. Sometimes windows are very short, most are non-exclusive and the key area to watch will be how this balance may or may not change as the FAST Movie market develops. As quality and recency improves, the possibility of channels and services (including beyond FAST) seeking more exclusivity may increase.
With Studios embracing FAST and viewers seeking curated movie experiences, the future of movie channels appears bright. Their ability to adapt to audience preferences and leverage under-utilised content positions them for continued success in the ever-evolving FAST landscape.
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