MIPCOM 2022 proved FAST evolution is accelerating — and triggering an innovation arms race to attract viewers
, with VIP+ estimating the U.S. FAST market will hit $6.1 billion by 2025. It’s for this reason that international companies are looking to the U.S. and deciding that they too would like to have a part of this new source of revenue.
The opportunity within Europe also sees the big U.S. FAST channel operators — primarily A&E Networks, Paramount Global, AMC Networks and NBCUniversal/Comcast — look to the continent as a way to continue to grow revenue. This presents two options for content owners. If they’re lucky enough to make local content, they can go the route that’s been dubbed “hyperlocalization,” meaning programming in the home-country language. Another option is to dub the content, but this is often expensive.
But more channels and services are opting to schedule content throughout the day in a way to stand out to viewers, and also keep them within the service for longer periods. Layered on top of this is the decision by content owners to create destination channels featuring high-level, recognizable content. launched recently in the U.K.,
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