Movie channels have emerged as a dominant force within the FAST landscape. Exhibiting accelerated growth and consistently high viewership, this genre has become a cornerstone of many FAST platforms. This fact is further emphasised by the ordering of the major US platforms, with the likes of Pluto TV, Freevee, Xumo Play and Samsung TV Plus all prominently featuring film categories near the top of their EPGs.
However, significant disparities exist among movie channels. While some leverage undervalued, niche library content, others curate schedules featuring newer, premium titles. The FAST landscape is replete with options, with over 300 movie channels available solely in the United States. Approximately half of these channels are dedicated to a specific genre, with Drama, Horror, Action and Western being the most popular. Nevertheless, high-quality mixed-genre channels also thrive. Lionsgate’s MovieSphere, for example, has established a strong presence and is now included in Nielsen measurement, demonstrating its prominence in the market.
O&O Movie Channels
As previously noted, Pluto TV's emphasis on movie channels aligns with viewer preferences. However, a comparative analysis of Pluto TV's Fantastic Movies, Amazon Movies, and Xumo Free Movies reveals distinct disparities among these owned-and-operated (O&O) channels.
Pluto TV and Freevee offer more expansive film libraries with a greater diversity of titles compared to Xumo Free Movies. Consequently, these platforms exhibit lower monthly and weekly content repetition rates. While Xumo Free Movies demonstrates a lower daily repeat rate, this is attributed to a near-identical daily schedule, resulting in significantly higher weekly and monthly repetition.
Content curation also varies across platforms. Pluto TV showcases a broader film catalogue spanning multiple eras, while Amazon and Xumo predominantly feature content from the past decade. Amazon Free Movies has a strong emphasis on Amazon MGM and Amazon Studios productions, with recent titles such as The Tomorrow War, Suspiria, and Being the Ricardos being notable examples. Pluto TV's Fantastic Movies leverages Paramount's IP, including Transformers and Indiana Jones, and is one of 27 O&O movie channels in the US. In contrast, Xumo's movie offering is more limited, with only 18 titles showcased in June from a variety of content owners. While the platform features notable content such as A24's Lady Bird, the majority of its offerings fall within niche categories with lesser-known titles.
Studios Find A Way to Monetise Their Vast Libraries
Major studios have solidified their dominance within the FAST landscape, particularly in the United States. This prominence is largely attributed to their substantial content libraries and ability to curate high-quality movie channels. Lionsgate, Warner Bros., and Sony exemplify this strategy with exclusive channels featuring their extensive back catalogs.
These studios leverage their recognisable franchises and iconic films to attract viewers. For instance, Lionsgate's MovieSphere boasts award winning titles such as The Hurt Locker, Hacksaw Ridge, and Knives Out, while Warner's At the Movies channel showcases classics like Barry Lyndon and Critters. Sony's Cinevault offers a diverse mix of blockbusters and cult favourites from all eras, including Air Force One, Eat Pray Love, and I Walk the Line.
Compared to traditional owned-and-operated channels, these studio-owned channels possess significantly larger content libraries, enabling lower repeat rates and a more dynamic viewing experience. Lionsgate's MovieSphere and Sony's Cinevault, for example, each showcased over 100 films in June. In contrast, the three O&O channels offered by Pluto TV, Freevee and Xumo offer between 18 and 32 titles in June, highlighting the inherent strength of the Studios in accessing volume movies.
While all three of these channel are mixed genre, the programming on each leans towards certain genres. MovieSphere has a substantial number of Action, Comedy and Drama titles, but seems to specialise in Thriller movies. On the other hand, Warner’s and Sony’s channels prioritise Comedy and Drama titles.
The burgeoning popularity of FAST movie channels underscores the growing demand for free, high-quality content. As this trend continues, we anticipate increased investment from both platform providers and studios seeking to monetise their vast libraries.
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