DTH
FAST frenzy: Viewers binge more, advertisers cash in, everyone wins!
MUMBAI: Not too long ago, TV lovers had two choices—pay up for endless subscriptions or rely on old-school cable. But just when you thought you were stuck juggling streaming bills like a circus act, FAST (free ad-supported streaming television) swooped in like a digital superhero. Forget flipping channels—now, viewers get premium content for free, advertisers get their dream audience, and content providers rake in the ad dollars. It’s a win-win-win, and Amagi’s latest Global FAST Report 14 Edition proves it.
The report unveils staggering double-digit growth in both hours of viewing (HOV) and ad impressions, making it clear that FAST isn’t some fleeting trend—it’s an advertising revolution. Gone are the days when ads interrupted your binge session; now, they power the very shows you love.
Amagi crunched the numbers from 3,300+ channels streaming via its SSAI (Server-Side Ad Insertion) platform, Amagi Thunderstorm. The results? A jaw-dropping 95 per cent YoY surge in global HOV and a 65 per cent jump in ad impressions—because when it comes to FAST, the stream never stops, and neither do the ad dollars. If streaming had a crystal ball, it would be flashing ‘bright future ahead!’
Key takeaways:
. U.S. and Canada keep the FAST train running at full throttle, contributing the lion’s share of global ad impressions and HOV. Who needs cable when free streaming is this good?
. APAC is the new streaming superstar, boasting a blockbuster 132 per cent YoY increase in HOV and a 130 per cent spike in ad impressions. If FAST were a stock, you’d want to buy in now.
. LATAM and EMEA aren’t sitting on the sidelines, with entertainment, news, and documentaries leading the charge. Because who doesn’t love free content that informs and entertains?
. Entertainment remains the undisputed champion of FAST, making up 40–45 per cent of global HOV. Drama, reality TV, and movies—FAST has it all, without the price tag.
. New FAST channels are shaking up the game, with 25 per cent of global HOV and ad impressions coming from channels launched after December 2023. The future of TV is FAST, and it’s only getting started.
The streaming wars may be ongoing, but FAST has found its niche. Unlike SVOD (Subscription Video on Demand), which relies on subscription models, FAST offers premium content free-of-cost, funded entirely by ads. Viewers have spoken, and their preference for free, high-quality content has set the stage for an advertising revolution.
Amagi’s consumer survey of 500+ U.S. households revealed key trends:
. 75 per cent of respondents watch free, ad-supported streaming content.
. 66 per cent reported watching FAST channels multiple times per week.
. 67 per cent noticed and engaged with overlay ads, proving the model’s efficacy for advertisers.
FAST isn’t just standing alone—it’s merging with traditional Pay TV and SVOD models. Pay TV services now offer FAST channels, SVOD giants like Warner Bros. Discovery are experimenting with ad-supported tiers, and FAST services are enhancing their content portfolios with premium offerings.
With global advertisers shifting their focus from Pay TV to CTV (Connected TV) and FAST, content providers are being forced to rethink their distribution strategies. Industry leaders like Dazn are already unifying conventional broadcasting with FAST to create a seamless viewing experience.
As more regions embrace FAST, expect to see a sharper focus on localised content, better ad targeting, and stronger partnerships between streaming giants and advertisers. The numbers don’t lie—a 95 per cent rise in viewing hours and a 65 per cent spike in ad impressions make one thing clear: FAST isn’t slowing down—it’s just getting warmed up.
So, whether you’re an advertiser chasing eyeballs, a content creator searching for the next big platform, or just someone who loves free TV with a side of perfectly timed ads, FAST is your new best friend.
DTH
SITI Networks reports Rs 435.69 million loss amid insolvency process
Mounting losses and legal challenges continue to weigh on operations
MUMBAI: SITI Networks Limited, currently undergoing a Corporate Insolvency Resolution Process (CIRP), has reported its un-audited financial results for the quarter and half-year ended 30 September 2025. The company’s financial position remains under significant pressure, with ongoing losses and uncertainty around its ability to continue as a going concern.
The company reported a consolidated net loss of Rs 435.69 million for the September 2025 quarter, taking its accumulated losses to Rs 29,388.36 million. Its net worth stands at a negative Rs 12,445.09 million, while current liabilities exceed assets by Rs 16,861.18 million, raising serious concerns about financial sustainability.
For the half-year period, consolidated revenue from operations declined to Rs 5,667.78 million from Rs 6,108.28 million in the corresponding period last year. Total current liabilities rose to Rs 24,796.07 million, driven largely by trade payables of Rs 11,030.22 million and borrowings of Rs 7,573.85 million.
The Resolution Professional has admitted financial creditor claims of Rs 11,292.66 million, along with operational and employee claims amounting to Rs 7,066.86 million. Meanwhile, statutory auditors have issued a “Disclaimer of Opinion,” citing lack of access to key information, including minutes of Committee of Creditors (CoC) meetings due to confidentiality constraints.
A dispute also continues over Rs 1,230 million appropriated by lenders from the company’s bank accounts during a “stay period.” The National Company Law Appellate Tribunal (NCLAT) has directed that this amount be held in a separate interest-bearing account until the matter is resolved.
Operationally, pay channel costs for the half-year stood at Rs 3,754.03 million. The company noted that if these costs were reported on a net basis, both revenue and expenses would appear lower, though there would be no impact on the net loss.
Additionally, Siti Jind Digital Media Communications ceased to be a subsidiary in October 2025 following approval of a resolution plan. SITI Networks’ future now depends on the successful implementation of its own resolution plan as it continues through the insolvency process.
