Launching a FAST channel without a solid strategy or dedicated advertising sales teams is a recipe for failure, warned Stephen Hodge, CEO of OTTera, during the FAST and AVOD-focused opening day of MIP Cancun past month. At the conference, the company underscored the growing significance of these streaming models in the Latin American market.
Hodge emphasized the need for a comprehensive business approach to FAST channels, likening it to the early days of pay TV when high costs and a clear monetization plan were essential. ‘This is not YouTube. It’s not a quick path to riches’, he told delegates in Cancún. ‘Launching a channel is not enough. Without a strategy, your channel won’t last long’.
Strategic monetization: the key to longevity
For those treating FAST as a business, opportunities for monetization are abundant, Hodge explained. This could involve leveraging third-party monetization platforms like OTTera or establishing in-house ad sales teams and creating sponsored content. Recognized brands from relevant companies can help a FAST channel begin monetizing quickly, but sustained success demands intentional planning.
‘Channels that fail in FAST often lack a clear strategy’, Hodge stated. ‘If you’re not prepared to focus on monetization, this isn’t the space for you’.
Latin America: Ready for a FAST Boom
Hodge highlighted Latin America’s readiness to embrace the FAST model, pointing to proven success in Mexico and Brazil as indicators of potential across the region. ‘Streaming consumption is already strong in Latin America, and the free model resonates well here. Who doesn’t like free?’ remarked.
According to the exec, localized strategies are key for platforms aiming to monetize in smaller markets. He also noted a distinct trend: while traditional broadcasters in Latin America are eagerly entering the FAST space, their U.S. counterparts have been slower to adopt the model.
Looking ahead, Hodge predicted significant growth in the region. ‘We believe 2025 and 2026 will be pivotal years for connected TV manufacturers to unlock the potential of their devices and platforms in Latin America’, concluded.
