The global audiovisual ecosystem is undergoing a profound transformation driven by the rise of advertising-supported streaming (AVOD) and Free Ad-Supported Streaming Television (FAST) channels. What began as a free alternative to the subscription model has become the industry’s most dynamic growth engine. According to Omdia and Digital TV Research, global AVOD revenues will reach £69 billion by 2029, nearly double 2023 levels, while the FAST business will exceed £17 billion, with Asia and Latin America leading the growth.
Asia leads the global expansion of ad-supported streaming:
The Asian market has positioned itself as the epicenter of global growth for the FAST model. Countries such as India, Japan, South Korea and Indonesia are seeing exponential growth in both users and advertising revenue. In India, driven by platforms such as MX Player, Zee5 and SonyLIV, AVOD accounts for more than 80% of total online video revenue, thanks to a strong mobile user base and a digital culture focused on free access.
In Japan, FAST channels are consolidating their presence through partnerships between Rakuten TV, TVer and Pluto TV, while South Korea is emerging as a strategic market due to its high penetration of Smart TVs and a premium content industry that exports its productions worldwide. The Omdia report projects that FAST channel consumption in Asia-Pacific will grow by 46% annually between 2024 and 2028, outpacing North America and Europe.
A booming advertising model:
The FAST model has become the main driver of advertising expansion within streaming. Unlike traditional AVOD, it offers linear experiences with curated programming, making it easier for advertisers to segment audiences and maximize engagement. In Asia, global brands such as Unilever, Samsung and Toyota already allocate a significant portion of their digital budgets to these environments, driven by advanced measurement and multi-platform consumption.
For María Rua Aguete, Head of Media & Entertainment at Omdia, ‘the growth of FAST in Asia reflects a convergence between the power of mobile audiences, technological maturity and the need for sustainable monetization for platforms’.
Keys to Asian growth: three factors explain the model’s success in Asia
- Mobile and young audiences: over 70% of AVOD consumption comes from smartphones, driving short formats and localised content.
- Hybrid ecosystems: regional giants combine SVOD and AVOD strategies, offering free options with advertising to expand their reach.
- Local and cultural production: Korean dramas, Japanese anime and Indian soap operas drive audience loyalty and the export of content to the West.
Towards an interconnected global ecosystem:
The trend indicates that the FAST model is not only redefining free-to-air television, but also reshaping global distribution strategies. Platforms such as Samsung TV Plus, Rakuten TV, YouTube TV and TCL Channel are expanding their regional presence with hundreds of linear channels in multiple languages. In turn, traditional broadcasters and international studios, such as Warner Bros. Discovery, Paramount Global, and BBC Studios, are using FAST as a key tool to monetize catalogues and enter new Asian markets.With an increasingly integrated ecosystem, Asia is consolidating its position as the engine of global growth for AVOD and FAST, setting the course for a future where free entertainment, supported by smart advertising and local content, is shaping up to be the new norm for global streaming.
