How to bring live to FAST

Global FAST revenues are set to exceed $8 billion this year, (Omdia), with the number of channels doubling to over 1,610 since mid-2023 (Gracenote). But as competition intensifies, platforms are demanding more — expecting channels to drive engagement, ad revenue and repeat viewership. To stand above the rest, channel creators must elevate their FAST offering with higher value live content, especially sport and news.

Bringing live content to FAST is getting easier

Today’s FAST audiences — often younger — want fresh, live, relevant content experiences. To boost engagement, and stay ahead of the competition, content owners are turning to live programming. As a result, breaking news, live sport, and real-time events are increasingly hitting FAST platforms, driving longer viewing sessions, and stronger ad value for media companies and platform operators.

Delivering live content on FAST has historically been difficult due to both complex multi-platform rights agreements, and outdated delivery tools not built for live feeds at scale. Inserting live updates like local weather, live events, or breaking news into pre-recorded FAST channels, while managing real-time ad workflows has been a major challenge, especially for smaller organisations lacking technical expertise or budget. But that’s changing. New technologies with advanced automation and end-to-end interoperability now streamline everything from channel creation to dynamic ad insertion and CDN integration. What once took weeks, now takes just hours — unlocking faster, easier monetisation of live content on FAST.

The case for live sport on FAST

Sport on FAST is no longer new — it’s gaining serious traction. Major players like the NFL, DAZN, TelevisaUnivision and Sky Sports have embraced FAST with everything from replays to original content and live events. This year, Fox streamed the Super Bowl live on Tubi drawing over 13 million viewers. With Roku and others now streaming live events from leagues like MLB and the Pro Volleyball Federation, momentum is building for high-value live sport on FAST. As subscription costs climb, audiences are willing to watch ads in exchange for free sports. For leagues and rights holders, especially smaller ones, hybrid strategies that include FAST live offer a cost-effective way to meet rising demand and expand reach.

Automation and cost control key to winning in FAST

Balancing FAST channel creation costs with revenue potential is an ongoing challenge. Automation in playlisting, content versioning, and multi-platform distribution allows content owners to launch secondary and regional events. At the same time, consolidating ad sales, playout, and decisioning systems improves efficiency and targeting at scale. Smart watermarking and frame-accurate, dynamic SCTE triggering are essential for delivering smooth, broadcast-quality ad experiences viewers expect.

In a crowded FAST landscape, competitive advantage hinges on more than just speed to market — it’s about delivering quality, at scale, with predictable costs. Broadcasters relying solely on protocol-only IP systems face hidden fees, inconsistent performance and limited support. A purpose-built video network sets leaders apart, offering reliable, cost efficient delivery tailored for live content. It’s the difference between launching a FAST channel and sustaining one that performs, scales and stands out from the rest.

Whether it’s streaming new niche live sports events, monetising core linear channels globally or launching localised real-time news channels, every player should be exploring new FAST strategies to grow market share. The winners? Those who put live content front and center.

Roger Franklin is chief strategy officer at LTN. LTN will be exhibiting at MPTS this week, stand #K63.