As of April 2024, the global FAST channel landscape boasts over 4,000 unique offerings. Broadly speaking, there are three categories of FAST channel in the market today, Mixed Genre, Single Genre and Single IP channels. Largely distinct from the traditional linear broadcast world, the FAST market has seen significant growth and success with Single IP channels that deliver continuous programming from a single content stream. The United States alone continues to see growth in Single IP channels, increasing from approximately 320 in the previous year to over 430, currently.
The FAST market is experiencing rapid growth, leading to a highly competitive environment for viewer attention. Single IP channels offer a clear value proposition by simplifying content discovery and ensuring audience expectations regarding programming type. Across eight markets, despite the narrow focus of each of the channel's content, they represent on average 30% of all channels.
Source material for these channels is diverse, encompassing digital publications, sports replays, popular web series, and even established movie franchises. However, scripted and unscripted television series currently hold the strongest momentum within the Single IP space.
.001.png)
An analysis of major FAST platforms across 13 key markets using FAST Tracker reveals that 68% of Single IP channels feature unscripted entertainment or scripted television shows. Within unscripted offerings, reality shows hold the top spot (21% of all channels), with true crime (8%), game shows (5%), and comedy series (2%) all following.
On the scripted side, drama takes the lead (16% of all channels), with soap operas and telenovelas proving particularly popular in many regions. The early success story of "Baywatch" serves as a prime example for channel owners like Fremantle. Following this blueprint, major players like NBCUniversal, Warner Bros. Discovery, and Sony Pictures have grown in the FAST market with robust Single IP offerings.
Another intriguing segment is Anime (2%), mirroring trends observed in broader streaming platforms. Series like "Yu-Gi-Oh!", "Death Note," and "Naruto" have not only achieved significant distribution but also secured dubbed versions for international markets.
Single IP channels serve as a valuable entry point for major content owners outside the US. Compared to thematic and curated channels, the relative ease of setting up and programming single-source options allows these players to explore the FAST market. In Europe, several major broadcasters like ITV, TF1, M6, and Viaplay (now partnered with Pluto TV) have launched their own services, leveraging their local premium content catalogues through dedicated single-source channels.
.002.png)
.003.png)
The scheduling of Single IP channels is a relatively straightforward affair, however repeat rates vary and the underlying available volume of source material is likely to impact levels of repeats and the methodology of channel owners.
Strategies will undoubtedly be impacted by the total library size. While instances of sub-100-hour premium IP channels exist (e.g. "Mad Men" and "Bionic Woman"), many channels typically operate off titles with libraries exceeding 200 hours. All3Media's "Midsomer Murders" is a good example. With well over 200 hours in the library it is no surprise that the channel has succeeded in growing a strong presence since its US launch in January 2022. Perhaps recognising the need to stay on top All3Media are also producing supplementary content such as cast interviews to potentially strengthen engagement.
Channels like the Bionic Woman from NBCUniversal have a more limited inventory to work with. With only 58 episodes in the library, the channel burns through those episodes in one week, whilst shows like Baywatch, CSI and McLeod's Daughters have a huge volume of episodes to operate with.
.004.png)
.005.png)
ITV Studio’s French FAST channel "Un Village Français" currently runs through every series on average nine times each month. They chronological cycle through each series across the 24 hour day, using 24 episodes each day. No doubt channel owners will continue to analyse performance and look to optimise schedules and maximise viewing, especially with Single IP channels that have a more limited inventory. Additionally, the scheduling of Single IP channels (not just the content within them) will also begin to emerge as it’s own practice as content owners look to ensure they are monetising the IP to the best of their ability.
As the pace of new user growth slows, innovative programming strategies will assume greater importance to maintain audience engagement. This may necessitate the rotation of Single IP channels as certain shows begin to tire. US Studios and other large sized content owners have huge volumes of titles they can turn to, evolving line-ups to maximise interest and viewing.
It is clear that Single IP channels are here to stay, and as the FAST market matures and competition for space and audiences intensifies, optimising these channel offerings will be crucial for long term success. More premium content will continue to flood the market and utilising it in the correct way will ultimately lead to a more engaging and profitable experience for both viewers and content owners.
.svg)
