Study Reveals High Engagement Among Black FAST Viewers
CRG Global's industry-leading FAST thought leadership uncovers how Black audiences are gravitating toward the free streaming format
CRG Global recently (in January 2024) conducted thought leadership among 300 Black U.S. FAST viewers aged 18-69. This analysis will look at how FAST is used and perceived by Black audiences.
First, let’s set the table. Research we conducted in August 2023 found that 61.2% of Black adults (18+) in the U.S. regularly watch at least one FAST service, significantly greater than White adults (41.5%) and Hispanic/Latinx adults (55%).
CRG Global’s recent analysis found that on average, 2.1 FAST services are watched regularly by Black FAST viewers. It is probably no surprise that Tubi was the most popular service used, given its focus on original Black movies in particular, with around half of Black FAST users saying they watch channels on Tubi.
Other FAST services popular with Black audiences were Pluto TV and Roku Channel, Peacock’s FAST channels—which is still active even if a secret—and Freevee. These are services with a strong Black FAST channel presence, whether offering a large number of the available channels in the ecosystem or offering unique channels based upon the content library of NBCUniversal or Paramount.
What is particularly important to note is how frequent Black FAST viewers engaged with FAST. Over 6 in 10 reported doing so daily, significantly greater than White and Hispanic audiences. Overall, half of FAST users in the States say they watch daily which is a key point to highlight as it dispels a commonly repeated myth that FAST is a viewing source scarcely used or of last resort.
Why are Black FAST users watching it so frequently? There are two points to consider: available channels and content, and how FAST viewers compare it to TV.
The number of channels which are focused on Black culture has steadily increased in recent years. CRG Global analysis of the FASTMaster monthly channel database shows that there are 67 channels focused on Black culture in February 2024, an increase of 46 from just three years prior. Incidentally, the 67 channels now available are a record high for FAST.
These channels feature a wide range of content for Black audiences: lifestyle, classic shows, movies, news, reality and even content from Africa. They super-serve Black audiences to a degree that TV can’t (this in essence is the beauty of FAST and the substantially lower operating costs that FAST offers versus traditional broadcast, cable and Diginet channels see).
The other reason why Black FAST viewers are watching frequently relates to their experiences doing so. CRG Global uncovered in our research that FAST viewers often rank FAST channels—referred to in our survey as free streaming channels given the lack of standard consumer nomenclature for the format—ahead of TV networks on key attributes.
Most notable among Black FAST viewers are the fact that they see FAST channels as more entertaining than TV, that they can find something to watch and that it is one of their favorite entertainment types.
Addressing myths of FAST that some hold, we find that Black FAST viewers are just likely to say that ads on TV repeat as do ads on FAST, a key point given that opponents of CTV in general (and not just FAST) often point to streaming ads repeating whilst ignoring the same for TV. Black FAST viewers were also slightly more likely to say that the content on TV is mostly repeats, perhaps driven by the flight of original content to SVOD and constant decline of originals on TV.
SUMMARY
FOR CONTENT CREATORS: The growth of Black FAST channels and embrace by part of the Black audience spotlights a significant audience eager for diverse content that resonates with their experiences and interests. For creators, the FAST space is ripe for both the amplification of Black voices and the curation of content ranging from lifestyle and classic shows to reality programming and international content. Emphasis on authentic and engaging narratives could position content creators favorably as they meet the high viewership engagement seen in Black FAST audiences, who view these channels as a favored form of entertainment, often above traditional TV.
FOR ADVERTISERS: Advertising executives should take acute note of the FAST landscape's evolution and its unique appeal among Black audiences. Engagement levels reveal a robust and consistent viewer presence. Furthermore, the studied preference of Black audiences for FAST over traditional TV networks indicates that perceived entertainment value and content variety on FAST trump conventional options. This paradigm shift underscores the necessity for advertising strategies to pivot towards these free streaming channels, rebutting the myth of repetitive ad exposure that plagues contemporary CTV critiques. Executives have the chance to leverage the tailored reach of FAST's growing Black channels and seize the twin benefits of a highly engaged demographic and the platform's cost-efficiency, outmaneuvering traditional broadcast strategies and tapping into the pool of viewers who increasingly regard streaming as their go-to medium for content consumption.
If you need to explore the FAST market via research, then speak with the experts at CRG Global (me).