The US free ad-supported streaming TV (FAST) industry is locked into a virtuous cycle, with expanding audiences attracting better content offerings, which attract more advertisers and more viewers, according to new research from nScreenMedia sponsored by Verizon Media.
That market dynamic will drive ad revenue earned by virtual linear (vLinear) channels from $2.1 billion in 2021 to $4.1 billion in 2023, according to the research, which also found that monthly active users will hit 216 million in 2023.
The report also noted that ads occupy between 13 and 14 minutes per hour and that ad breaks occurred every 6 to 9 minutes, with 3 to 6 ads per break.
“There was a time when many forecasts the death of linear TV viewing,” Colin Dixon, founder and chief analyst at nScreenMedia. “However, it is now clear that the format continues to deliver value to viewers. The FAST market has just begun a long period of rapid expansion”.
George Winslow is the senior content producer for TV Tech. He has written about the television, media, and technology industries for nearly 30 years for such publications as Broadcasting & Cable, Multichannel News, and TV Tech. Over the years, he has edited several magazines, including Multichannel News International and World Screen, and moderated panels at such major industry events as NAB and MIP TV. He has published two books and dozens of encyclopedia articles on such subjects as the media, New York City history, and economics.News Source: tvtech