The Audience Shift: How FAST/AVOD Is Redefining Reach (Part 3)

The Subscription Ceiling Has Arrived 

After years of subscription growth, the streaming market has reached a turning point. Viewers are hitting their limit on how many services they’re willing – or able – to pay for. 

The result? A growing appetite for free, ad-supported alternatives that offer quality content without the monthly cost. 

Rakuten TV’s Unlocking New Audiences research shows that 78% of people believe it’s important that their movies or series are free to watch, even if they include ads. 

That simple insight signals a major shift in consumer priorities: audiences are redefining value not around exclusivity or ad-free access, but around choice and accessibility. 

FAST/AVOD: The Bridge Between Premium and Free 

FAST (Free Ad-Supported TV) and AVOD (Advertising-Based Video on Demand) bridge the gap between the traditional paywall of SVOD and the broad accessibility of broadcast TV. 

These platforms attract audiences who want premium, on-demand content, but without the subscription fatigue that now defines much of the SVOD landscape.

And crucially for advertisers, 25% of FAST/AVOD viewers do not watch SVOD services at all.
That means one in four viewers in this ecosystem represents pure incremental reach – an audience segment brands can’t access through subscription platforms alone. 

What It Means for Advertisers

SVOD may still dominate headlines, but it’s no longer the only destination for premium viewing. FAST/AVOD gives brands an entry point into audiences who value free, curated, and easily discoverable content, and who are open to advertising as part of that experience. 

For agencies and advertisers, the takeaway is clear: 

• FAST/AVOD complements, not competes with, paid streaming. 

• It expands reach into audiences unreachable behind paywalls. 

• And it does so within a high-quality, brand-safe environment. 

As consumer behaviour shifts toward accessibility and flexibility, FAST/AVOD stands out as the most scalable path to maintain both reach and relevance in the streaming era. 

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.