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Insight
November 14, 2024
Learn how to streamline your FAST channel launch with real insights and get pointers on how to overcome start-up hurdles such as content strategy to seamless OTT integration and (of course) monetisation👇
Q - Josh, what exactly is a FAST channel, and why should content owners consider launching one?
Josh Harrington: FAST stands for Free Ad-Supported Television, and it's essentially the modern version of traditional linear TV. What makes it appealing is that it's free for viewers, supported by advertising. With the rise of cord-cutting, FAST channels offer a familiar TV experience but with the convenience of OTT platforms. From a business standpoint, it’s relatively low-cost to set up, has global reach, and can drive significant ad revenue in as little as six months.
Q - What's the first step to launching a FAST channel?
Josh Harrington: Start with your content. The key to a successful channel is having a rich library that keeps your audience engaged. It's not just about quantity, though — quality matters. You want content that draws viewers in and keeps them around during ad breaks. Whether it's thematic channels based on genres or recognizable titles, the content you aggregate, and syndicate is crucial. Think about what’s already popular with your target audience and build from there.
Q - How do I choose the right technology partner for my channel?
Josh Harrington: This is a big one. Your tech partner can make or break the success of your FAST channel. You need a partner who can help you reach the right markets and platforms, from connected TVs to mobile devices. It’s essential to consider whether they can handle live linear streams from your VOD assets and support your syndication strategy if that’s part of your plan. Simplestream’s Channel Studio, for example, offers flexibility with drag-and-drop channel creation and integrations across multiple ad networks and platforms.
Q - There are different types of FAST channels. How do I decide which format to use?
Josh Harrington: That depends on your content and audience. If you have a lot of fresh or live content, scheduling it like a traditional TV guide might work best. But if you have evergreen or binge-worthy material, looping your content 24/7 could be a great option. Thematic channels are another popular route, where you organise content around a specific theme or genre. It's all about reducing decision fatigue for your viewers — make it easy for them to sit back and enjoy.
Q - Advertising is a key revenue stream for FAST channels. What should I know about CPM?
Josh Harrington: CPM, or Cost per Mille, is what you get paid for every 1,000 ad impressions on your channel. The beauty of FAST channels is that with Server-Side Ad Insertion (SSAI), you can deliver highly targeted ads that can’t be skipped, which boosts your CPM compared to traditional TV. Plus, you can set a floor price, ensuring you only accept ads that meet your revenue expectations. At Simplestream, we help clients maximise their ad inventory through our partnerships with
Q - What role do apps and analytics play in launching a FAST channel?
Josh Harrington: Apps are essential to get your channel in front of the largest audience possible. Whether it’s smart TVs, mobile devices, or web browsers, your viewers should be able to access your content however they like. But it’s not enough to just launch your channel — you need to track how it’s performing. Analytics will give you insights into viewership patterns, ad performance, and engagement. This data is key to optimizing your channel and driving growth.
Q - Should I consider syndicating my content, or focus on my own platform?
Josh Harrington: Syndication can open up new revenue streams by distributing your content across multiple platforms. However, if you already have a loyal audience, you might want to create a more controlled experience by keeping your FAST channel exclusive to your own platform. This can reduce decision fatigue for viewers and let you curate a more tailored, ad-supported experience. It’s all about finding the right balance between reach and exclusivity.
Q - Is there anything else that people should know about launching a FAST channel?
Josh Harrington: Of course. If you're thinking about starting a FAST channel, feel free to get in touch — I’d be happy to explain how our solutions can help. We've launched OTT solutions in as little as 12 weeks by keeping things simple and using a flexible platform. From getting your content set up quickly to integrating various monetisation methods, data analytics and beyond, the Simplestream team makes sure that everything runs smoothly and simplifies your specific needs, regardless of how complex they are.
