Free ad-supported streaming television (FAST) is moving firmly into the mainstream across Europe, according to new research from Rakuten TV Enterprise.
The study, titled The FAST Advantage, found that 73.7% of viewers use FAST services daily or several times a week, while 80.1% now regard FAST as either a primary way to watch television or an alternative to paid streaming subscriptions.
The research, unveiled by Rakuten TV CEO Cédric Dufour at SXSW 2026 in London, suggests FAST is evolving from an emerging trend into a permanent feature of the European television landscape.
The findings indicate growing acceptance of advertising among viewers. More than 82% of respondents said they accept advertising within FAST environments, particularly when it is relevant or helps keep content free. The report also found that 45.9% of viewers use FAST services to help decide which subscription streaming services are worth paying for, while almost 30% use them to reduce overall subscription spending.
Television remains the dominant viewing platform for FAST services despite the growth of mobile viewing, with 93.7% of respondents saying they primarily watch FAST content on the main TV screen.
Rakuten TV said FAST is increasingly becoming both a content discovery platform and a monetisation opportunity for rights holders. Beyond traditional commercial breaks, viewers are also noticing advertising on home screens and pause screens, creating additional inventory for content providers and advertisers.
The research highlights significant differences between European markets. In the UK, viewers are increasingly using FAST services as a discovery tool before committing to paid subscriptions. In Germany, subscription fatigue is helping drive adoption, while in Spain and Italy demand for locally relevant programming remains a key factor in audience engagement.
Movies and television series remain the strongest drivers of FAST viewing, though the report identifies themed and genre-based channels as a growing opportunity. Audience demand for specialist channels currently exceeds the level of available content, suggesting further room for expansion.
Dufour said FAST had entered “a new phase of maturity” across Europe and was creating significant opportunities for content owners to extend the value of their libraries while reaching new audiences.
The report comes as broadcasters, streamers and content owners continue to expand their FAST offerings across Europe in search of new advertising revenues and audience growth beyond traditional linear and subscription television models.
