UK Consumers Are Ready for Fast TV, but Awareness Gap Remains

ScreenThink, MTM’s market intelligence tool for the TV and video industry, today announces the findings of its latest research report including an exploration of the current impact of Free Ad-Supported Streaming Television (FAST) on the UK’s television landscape.

Summary of findings

The study highlights the untapped potential of FAST TV in the UK: revealing that, while nearly half (44%) of UK consumers surveyed indicate they would consider watching FAST channels, a significant gap in uptake remains with 35% stating that (although they have access and they would consider doing so) they have not watched a FAST channel in the last month.

The research found that 23% of the UK’s online population is “ready” for FAST—meaning they have used a TV service that includes FAST channels (such as ITVX and Channel 4) and they would consider using FAST channels. Yet only two thirds of these potential viewers have actually engaged with the format in the past month. This signals an opportunity for brands to tap into an emerging audience.

Unlike traditional streaming services, FAST channels offer a linear, always-on experience with curated content, blending the familiarity of linear TV with the convenience of digital streaming. Popular examples include dedicated channels such as the Love Island Channel on ITVX, which provide round-the-clock access to themed content without a subscription. However, the UK market presents unique cultural and industry barriers due to the strength of traditional broadcasters and established viewing habits.

FAST’s success in the US signals growth potential

The US has embraced FAST television, with services like Pluto TV, Samsung TV Plus and Roku Channel attracting millions of viewers. According to industry reports, two in three (66%) TV content viewers in the US are using free, ad-supported streaming TV (FAST) platforms in a typical month.

Tubi, one of the leading US FAST services owned by Fox, has seen rapid growth. It has recently expanded into the UK market, where it already reaches 3% of UK online adults, closing in on FAST market leader Pluto TV's 4% share, according to MTM’s research.

FAST TV also presents a significant opportunity for advertisers. The format provides premium, brand-safe inventory with highly engaged audiences and incremental reach beyond traditional broadcast TV and according to industry sources, global FAST channel revenues will reach $12bn by 2027.

Consumer awareness and viewing habits

Despite an appetite for more content variety, many UK consumers appear to be unaware that they already have access to FAST channels through their smart TVs and streaming platforms. The study found that 47% of UK consumers already use a service that offers FAST channels, yet only 20% reported watching a FAST channel in the past month—less than half. This highlights a significant gap between access and usage, suggesting that many potential viewers are either unaware of FAST or do not fully understand how to engage with it.

Platforms looking to break into the UK market can tap into these insights about drivers to viewing FAST channels. The study found that 24% of current FAST service users turn to FAST channels when they can’t find something to watch on live TV. Additionally, 21% appreciate the simplicity of having something to watch without having to decide each time, while 18% use FAST channels to discover new content they wouldn’t have actively searched for.

Samsung, LG, and other manufacturers have been rapidly expanding their FAST offerings, recognising the commercial value of the format. The integration of channels catering to specific interests—from classic sitcoms to true crime, horror and sports, provides a lean-back viewing experience while maximising reach for advertisers.

“With nearly half of UK consumers open to viewing FAST, but many still unaware of its availability, there is a huge opportunity to bridge the education gap. The success of FAST in the US shows that when audiences understand the value of curated, always-on content, adoption accelerates quickly. If industry players—broadcasters, advertisers, and manufacturers—work to raise awareness and make FAST channels more discoverable, we could see a major shift in FAST adoption in the UK.” added Philippe Epailly, director and head of quantitative team, MTM.