The Audience Shift: How FAST/AVOD is Redefining Reach (Part 1)

A Changing Definition of “TV”

For decades, television meant one thing: scheduled programming on Linear channels reaching mass audiences in real time.
But that definition is no longer enough. Audiences have fragmented, carving their viewing time across platforms that deliver more control, flexibility, and choice.

Enter FAST (Free Ad-Supported TV) and AVOD (Advertising-Based Video on Demand): the new engines of reach in an evolving media landscape.

Both formats share a simple promise: premium content, free to watch, funded by advertising. FAST offers linear-style channels delivered through connected TVs with scheduled programming, while AVOD provides on-demand access to movies and series supported by ads.

For advertisers, these models recreate the scale and storytelling power of television with the added benefit of digital efficiency, measurable results, and access to audiences that Linear can no longer reach.

Why FAST/AVOD Matters Now

FAST and AVOD are no longer “emerging.” They’ve become a mainstream viewing habit across Europe. Recent Rakuten TV research shows that 71% of viewers now watch FAST/AVOD at least weekly: A clear signal that free, ad-supported streaming has cemented its place in the media mix.

What’s driving this momentum? The answer is simple: value.

Audiences have grown more selective about paid subscriptions and more open to ad-supported viewing  as long as the exchange feels fair. The same study found that over three-quarters of viewers (76%) are happy or neutral about the volume of ads they encounter on FAST/AVOD platforms.

That represents a powerful shift in consumer mindset: ads are no longer the cost of interruption, but the cost of access: A trade audiences are comfortable making.

Meet the New TV Audience

FAST/AVOD also unlocks access to the viewers Linear has lost: the cord-cutters and cord-nevers.

Cord-cutters are those who once paid for traditional TV subscriptions but have since moved entirely to streaming.

Cord-nevers are younger audiences who never subscribed in the first place. Together, they represent a rapidly growing segment that Linear campaigns simply cannot reach.

These audiences are digitally native, open to discovery, and value-driven. They represent an opportunity for brands to build awareness and loyalty among demographics that are otherwise invisible in traditional campaign planning.

What It Means for Advertisers

For brands and agencies, the implications are clear:

• FAST/AVOD delivers reliable reach at scale across platforms where audiences now spend their time.
• It complements Linear TV rather than competes with it, helping extend total campaign coverage.
• And perhaps most importantly, it provides a brand-safe, high-quality environment where ad receptivity remains strong.

FAST/AVOD has become more than a tactical buy – it’s a strategic bridge between traditional broadcast and the future of connected TV advertising.

Explore the Full Insights

This article draws on data from Rakuten TV’s Unlocking New Audiences research, based on a June 2025 survey of consumers across Germany, France, Spain, and Italy. The study explores attitudes and viewing behaviour across the TV and streaming landscape to uncover how audiences engage with FAST/AVOD, Linear TV, and SVOD services.