FAST Channel Launch Guide: How to Plan for Success

As the 2025 StreamTV Show kicks off next week, one thing is obvious: the race to launch FAST channels hasn’t slowed down—if anything, it’s gotten more crowded, global, and competitive.

In our last article, we examined how the FAST market grew from an experimental model into a worldwide ecosystem of 3,500+ channels. While the growth metrics are impressive, success isn’t guaranteed (well, it never is). 

So, in this second article of our StreamTV Show-inspired series, we’re focusing on the phase most people and companies rush past: what happens before the launch of FAST Channel. Because a channel isn’t just a content playlist—it’s a strategy. And the more thought you put into pre-launch planning and programming, the better your chances of building something sustainable.

Start With the Goal—Not the Content

Launching a FAST channel requires more than simply acquiring content and hitting play. With thousands of channels present in the market, what really sets successful channels apart is how thoughtfully they are positioned in an environment where streaming platforms compete fiercely for viewers' attention, not only with each other but also with social media, gaming, and music giants.

While FAST continues to gain popularity and attract more viewers, there is significant churn behind the scenes. In 2024 alone, 12 major U.S. FAST platforms (Pluto, Samsung, LG, VIZIO, etc.) collectively added over 1,300 new channels but dropped nearly 1,000 existing ones. For example, platforms like Local Now added 180 channels but dropped 223, resulting in net negative growth. 

Others, like Freevee and Roku, maintained positive net additions but experienced substantial channel turnover. This high channel churn may result from companies lacking strong planning, clear strategy, or effective management.

Overlapping content, poor audience knowledge, and weak marketing are common, confusing viewers and diluting brand identity. Without a clear, focused goal before launch, channels risk becoming just another drop in the ocean—quickly added, quickly removed.

Are you aiming to maximize ad revenue, build a recognizable brand, drive subscriptions to your wider VOD offering, or target underserved niches or international audiences? Each goal requires a distinct approach to content selection, distribution partnerships, and monetization models.

Understand and Segment Your Audience

It may seem obvious, but it bears repeating: understanding your audience is critical before launching a FAST channel (or any platform or business, for that matter). This is especially true given the complexities of content rights, licensing costs, and diverse regional preferences. Content licensing can be expensive and always comes with territorial restrictions, so it’s wise to focus your launch on a single country or a select few territories rather than attempting to go global from day one. Trying to satisfy every market simultaneously isn’t just costly but practically impossible. No single channel can effectively cater to vastly different audiences at once. A focused, territory-specific approach enables you to tailor your content line-up and marketing strategy to meet each region's cultural, legal, and viewer expectations, significantly improving your chances of success.

Equally important is analysing the varying market opportunities worldwide. While some countries like the U.S. may appear saturated with FAST channels, they often lack strategically positioned and thoughtfully programmed channels. Other markets are demonstrating rapid growth potential. For example, data from Amagi’s Q4 2024 report shows the Asia-Pacific region experienced a 132 percent increase in hours viewed year-over-year. Europe, the Middle East, and Africa grew by 83 percent, and Latin America by 58 percent. 

Other sources claim Brazil will become the second-largest FAST channel consumer by 2029. The Brazilian market, in particular, is underpenetrated from a video ad perspective despite a population with a strong appetite for free streaming content. There are numerous other promising markets besides the U.S. where viewers enjoy free content, brands seek new advertising channels, and advertisers desire broader audiences.

Content preferences vary widely by region and cultural background. Globally, entertainment remains the dominant genre on FAST platforms, followed by sports and reality programming. In North America, comedy, drama, and reality dominate viewership. In contrast, European audiences favor documentaries and entertainment genres, with nature and wildlife content particularly popular. Asia-Pacific viewers consume significant news programming, while Latin American audiences show strong interest in lifestyle and food-related content.

Cultural sensitivities also influence content demand. Some countries, especially those that are more religious or socially conservative, prefer faith-based and family-friendly programming and may avoid open treatment of topics such as LGBTQ themes, crime, or dating. In certain regions, legal restrictions further limit access to particular content types. Even in markets without explicit censorship, conservative cultural attitudes mean launching channels that address sensitive topics like LGBTQ+ issues requires careful branding, subtle positioning, and thoughtful marketing to cultivate acceptance and avoid backlash.

The cultural origin and proximity of content also play a massive role in viewer engagement. While U.S. productions remain widely exported and consumed content, audiences often prefer shows from culturally or linguistically related countries, for example, countries sharing similar languages, religions, or ethnic ties. However, content from seemingly unrelated countries can also be surprisingly favourable. Spanish audiences, for instance, enjoy British and Japanese programming, alongside Mexican productions (well, the latter is obvious). 

In Canada, Japanese content has even surpassed French-language shows in popularity despite a substantial francophone population. Korean dramas have exhibited remarkable global reach with audiences across Canada, Europe, and the Middle East. This “travelability” of content should be one of the key considerations when planning your FAST channel’s programming mix. Selecting content that “marries” well with audiences across your channel’s reach strengthens appeal. It opens opportunities to utilize content that may be oversaturated in one market yet largely untapped in another.

Do your research. Launching a successful FAST channel requires a strategic, data-driven approach to audience targeting and content curation. By starting with a focused, culturally informed strategy that respects your target territories' legal and viewing preferences, you can avoid costly missteps, differentiate your offering, and build a sustainable, engaged audience.

Content Programming on FAST Channel

We’ve already touched on some content aspects above, but let’s look deeper here.

One of the biggest mistakes when launching a FAST channel is treating it like a content dump—throwing anything you have in your catalogue or acquiring content without a clear concept. Simply uploading a massive catalogue might fill airtime, but it won’t build loyal viewers or attract advertisers.

Dated shows and classic movies can work, especially if your channel is built around a clear concept. For example, a classic or single-IP channel focused on older reruns can find a dedicated audience. However, old content must be balanced with newer or exclusive programming for most channels to keep things fresh. Statistics show that only about 13% of FAST programs were made before 1990, with over 70% of content less than 15 years old. So, most FAST channels carry largely recent and relevant shows.

Exclusivity is still rare on FAST platforms, and many titles appear on multiple services, but that’s starting to change. About 40% of studio first-window premieres now happen on third-party platforms, which include FAST and AVOD services. The report doesn’t specify how much of that is strictly FAST, but it signals studios are increasingly using these platforms for newer content. Take Hell’s Kitchen, for example. At the same time, the show airs on traditional broadcast TV, recent seasons and spin-offs have appeared early or exclusively on Fox’s FAST channels on Tubi.

Fox also streamed the Super Bowl LIX live on Tubi, showing that FAST can handle major live sports events just like traditional broadcast TV does (no wonder we called FAST the child of traditional and digital TV in our previous article). Sports content has exploded on FAST recently—sports channels grew by over 105% in less than a year. Sports rights aren’t cheap and won’t fit every channel, but it’s a compelling strategy that drives impressions and signups when you can pull it off.

Another practical approach focuses on single-genre or single-IP channels—shows or franchises that establish a clear identity. Investment in single-IP channels remains strong, while mixed-genre channels are losing favour; only about 15% of industry respondents now rate mixed-genre channels as highly valuable, down from 19%. Once again, Gordon Ramsey Channel and its show Hell’s Kitchen are an excellent example of this strategy in action—it’s built around the strong brand of Gordon Ramsay’s identity and features several of his programs.

Finally, programming in themed blocks or dayparts helps build habitual viewing. Concepts like “True Crime Thursdays” or “Weekend Family Comedy” give viewers a reason to tune in regularly. Of course, these are just examples; the theme needs to be tailored to your channel brand. Coupled with counterprogramming—offering something different when competitors run their big shows—this helps boost session length and viewer loyalty.

Build a Strong Brand Identity and Market Your FAST Channel Right

Visual and thematic consistency play a massive role in helping your FAST channel get noticed and remembered. A clear brand identity—expressed through logos, motion graphics, tone of voice, and recurring programming slots—helps viewers know what to expect and why they should keep coming back.

This identity also matters to advertisers. They want to see that your channel is more than just a content warehouse; it must feel like a well-managed, reliable environment aligned with their brand values. In today’s crowded FAST ecosystem, having a strong, recognizable identity isn’t just helpful—it’s essential for long-term growth.

Social media is also a powerful tool for reaching potential viewers and driving awareness of your channel. Sharing teaser clips, countdowns, and behind-the-scenes content on platforms like TikTok, Twitter, YouTube, or Instagram can build buzz well before your channel even launches – the choice of a platform depends on your audience.

If launching a channel, especially on a third-party FAST provider, having all your branding and assets ready is critical. Providers typically require a complete package, including your programming list, pitch deck, logos, and style guides, before they list your channel on their platform. This preparation smooths the onboarding process and shows you’re serious about quality.

Finally, don’t overlook public relations. It's essential to get a PR announcement out before your channel launches or as soon as a major provider picks it up. Early press helps generate industry buzz, attract potential advertisers, and prime your target audience to tune in once you go live.

Your FAST’s Metadata is in Your Hands

Metadata is the invisible but critical backbone of FAST channel success. It powers everything from content discovery and recommendation algorithms to precise ad targeting, making it essential that your programming is tagged with detailed, accurate information.

As covered in our previous blog, many FAST channels suffer from significant metadata gaps. Over 30% of programs lack genre data, and only a small fraction have secondary genre tags. Without rich metadata, your content risks getting lost in the shuffle, leading to lower viewer engagement and reduced monetization potential.

Investing early in comprehensive metadata enrichment is key. This includes detailed tagging of genre, subgenre, cast and crew, artwork, maturity ratings, language options, release year, and more. Platforms with richer metadata benefit from better viewer retention and significantly higher ad CPMs, especially as programmatic advertising grows to dominate FAST monetization.

Who is responsible for metadata?

The answer isn’t always straightforward. Metadata management for FAST channels typically involves several players, each contributing at different stages:

• FAST Channel Owners or Operators are usually responsible for providing accurate and enriched metadata alongside their content feeds. This means curating and submitting detailed information about titles, genres, descriptions, artwork, ratings, etc.

  
  

• FAST Channel Platforms or Aggregators (such as Pluto TV, Tubi, Roku Channel) often add a second layer of metadata enrichment. They normalize, enhance, and integrate metadata into their user interfaces, sometimes augmenting it with platform-specific tags or incorporating third-party metadata from specialists.

  
  

• Connected TV (CTV) Device Manufacturers don’t typically create or edit metadata themselves. Still, they rely on the metadata fed by platforms to power electronic program guides, search functions, voice commands, and recommendations—critical features for user experience on smart TVs.

  
  

• Third-party metadata Providers like Gracenote, TiVo, or Rovi offer comprehensive metadata feeds and enrichment services to ensure accuracy, consistency, and depth across platforms and devices.

  
  

In summary, the primary responsibility for metadata starts with the FAST channel owner or content provider, is enhanced and normalized by the platform distributing the channel and is finally utilized by CTV devices to present a smooth, discoverable experience to viewers. Behind the scenes, metadata vendors often support this process.

Planning Before Execution: Launch Your FAST Channel Right

Building a successful FAST channel starts long before launch. It requires clear goals, a targeted audience focus, and carefully curated content that balances freshness with familiarity. Strong branding, effective marketing, and rich metadata all play vital roles in driving discovery and monetization. In this fast-evolving, competitive market, these foundational steps are essential to creating a lasting and growing channel.

Next, we’ll explore the topic of FAST Channel monetization and effectively turning audience attention into revenue.

And for everyone attending the StreamTV Show next week—see you there!

About allrites

Located in Singapore and globally, allrites is a premier marketplace for buying and selling film, TV, and sports rights. We provide a vast catalog of Film and TV content, from major studios to independent producers, available in any language and genre. Our innovative licensing models, including allrites Content-as-a-Service, offer flexible and efficient content monetization and acquisition solutions, accommodating the evolving needs of content buyers and sellers worldwide.

Want to learn more about our content library, licensing models, or industry trends?

Subscribe to our newsletter to stay updated with the latest from allrites.