Free ad-supported streaming television is moving from a niche alternative to a bigger piece of the streaming market, and Audacy says Pluto tv and similar services are benefiting as viewers grow tired of paying for too many subscriptions. Jenny Sutton said services including Tubi, The Roku Channel and Sling TV are seeing that shift firsthand.
Audacy pointed to research showing more than 40% of streaming subscribers believe they pay for too many services, a sign that subscription fatigue is reshaping how people choose what to watch. FAST platforms offer live and on-demand programming without a monthly fee, instead relying on advertising. Many are already pre-installed on connected televisions and do not require viewers to log in, making them an easy option when households want something free and familiar.
That ease is part of why Audacy says the audience is set to keep expanding. The company projects FAST viewership will surpass 125 million users in 2026 and expects another 4.5 million new users to join during the year. For advertisers, that matters because budgets moving from traditional linear television to over-the-top streaming platforms are no longer just chasing the biggest subscription services.
Sutton said campaigns limited to premium subscription platforms may reach only the people who already pay for those services, narrowing the audience before a campaign even starts. Audacy said FAST services can offer the same kind of audience targeting and behavioral data advertisers expect from other OTT platforms, which makes them more than a bargain-bin option. The difference is that the scale comes without a paywall.
Audacy's advice to marketers is simple: start with audience behavior, then decide where to buy. The company said advertisers should balance cost efficiency with reach, consider how people use their devices and what kind of content they are watching, and make sure the programming fits the brand image. That leaves Pluto tv and other FAST platforms in a stronger position than they had a year ago, not because they are replacing subscription streaming, but because viewers and advertisers are both looking for a cheaper way to get more of what they want.
