The interest in sports streaming on FAST channels, as a way to watch events and matches live without paying anything, is proving to be a successful formula that attracts viewers and brings together more and more hours of viewing, according to the media technology company Amagi. .
The new sports channels that are integrating FAST streaming platforms (platforms that offer free content in exchange for advertising breaks) are increasing the number of viewers who watch sport through these free alternatives to pay channels or online platforms. subscription.
This is indicated by the latest Amagi television report, which indicates that in the EMEA region (Europe, the Middle East and Africa) the number of viewers for this topic has multiplied by 4.5 in the last year. The origin of 60% of all this growth is found in the arrival of new channels dedicated to sports streaming.
However, it is in the regions of the United States and Canada that the greatest increase in the audience of this content has been recorded, with triple-digit growth in views and impressions between the third quarter of last year and the same period of 2024.
Furthermore, as reflected in the survey carried out by Amagi among executives in the sector, a third of entrepreneurs claim to either already have sports in their catalog or are planning to integrate them in the future. Another third indicate wanting to include live shows from sporting events. And what’s more: more than two-thirds indicate that they are registering a 67% increase in interest from advertisers in offering advertising on these sports streaming channels.
Globally, sports streaming viewing on FAST channels has increased 150% in the last year, compared to a 40% increase in viewers of sports content overall.
A way to watch sports for free
Amagi co-founder and chief revenue officer Srinivasan KA notes that “the integration of sports content on FAST platforms represents a significant change in the streaming landscape, opening up new opportunities for both established leagues and niche sports to find and grow their audiences.
«Our latest report highlights the growing importance of sports content in the FAST ecosystem. With the audience of sports channels outpacing overall growth, it is clear that FAST is becoming an increasingly important platform for sports leagues and broadcasters as a source of distribution income,” explains the businessman.
It is possible that the great specialization provided by the FAST platforms, by having hyper-specialized channels that may be dedicated to niche sports or specific modalities, is helping to attract the attention of their followers, who find in them a way to follow their favorite disciplines. at no cost, and with advertising breaks that are often shorter than those seen on traditional television.
