Hub: Free Streaming Emerges as TV’s New Normal

New data from Hub Entertainment Research indicates that Free Ad-Supported Streaming TV (FAST) has transitioned from a niche service to a mainstream component of U.S. television consumption. According to a survey of over 3,000 consumers, a majority of viewers now utilize at least one FAST service, with half of those users considering it a "must-have" part of their weekly media diet. This shift highlights a growing trend where viewers utilize free platforms to complement paid subscriptions rather than replace them, signaling a significant evolution in how audiences balance cost and content variety in the Streaming & Media sector.

The Hub survey reveals that 55% of respondents have used a FAST service, and 28% of those users engage with these platforms daily. Interestingly, FAST users report watching approximately 24 hours of television per week, which is statistically comparable to the 22 hours watched by those who rely solely on paid services. Financial data suggests that FAST is a supplement to the streaming ecosystem rather than a primary cord-cutting driver; FAST users spend an average of $75 per month on TV services, only slightly less than the $84 spent by non-users, with 60% explicitly stating they use free services to augment their paid subscriptions.

The primary appeal of FAST platforms lies in their low-friction user experience and extensive libraries. Hub principal Jon Giegengack notes that 87% of users value the lack of cost, while others cite the depth of content and the absence of login requirements as key benefits. Approximately 46% of FAST viewers prioritize older shows or library titles they are either discovering for the first time or rewatching. This focus on catalog content provides traditional media companies with a strategic avenue to monetize existing assets while meeting the demand for "lean-back" viewing experiences that simplify content discovery, which one-third of respondents say is easier on FAST than on other platforms.

FAST services are also serving as a critical bridge between traditional television and the creator economy, particularly among younger demographics. The study found that 38% of FAST users are under the age of 35, compared to 25% of non-users, and 85% of FAST users are regular YouTube viewers. Yuliyana Beleva, a senior research analyst at Hub, suggests that the integration of creator-led content alongside traditional long-form TV is the next logical step for the sector. This is supported by the fact that 59% of FAST users would be willing to try a new service if it offered creator content alongside movies and shows, indicating a blurring of lines between social media and professional broadcasting.

Market activity reflects these research findings as major players expand their free offerings to capture audience attention. Sling Freestream recently added six new channels, including TG Junior and Toon Goggles, while Fawesome has licensed iconic MGM titles like "12 Angry Men" to bolster its free library. Even specialized brands like WWE have entered the space with a free version of the WWE Network, and HBO previously utilized free streaming campaigns to drive engagement. These moves underscore a broader industry pivot toward ad-supported models as a means to maintain reach in an increasingly expensive and fragmented subscription market.