iWorld
Subscription fatigue drives 103% growth in FAST viewing hours in 2021: Amagi report
Mumbai: In 2021, the total Free Ad-Supported Streaming TV (FAST) viewership hours grew by 103 per cent, while the average session duration increased by eight per cent. Ad impressions grew by a robust 134 per cent, reminiscent of the $50 billion in ad opportunities up for grabs for content owners each year across FAST platforms, as per the latest edition of the FAST industry report by Amagi. With this, FAST is quickly becoming the content model of choice for viewers and brands alike.
The Amagi Global FAST Quarterly Report reveals 99 per cent growth in number of channels, 134 per cent growth in ad impressions, and 103 per cent growth in viewership hours on the Amagi platform. A global player in cloud-based SaaS technology for broadcast and connected TV, FAST performance is accelerating across the globe, driven by subscription fatigue and consumers’ growing demand for linear viewing experiences.
In a trend that’s picking up, audiences are increasingly watching FAST TV via their mobile devices, in addition to Connected TV (CTV).
Across the board, these strong indicators of engagement mean now is the time for media players to leverage FAST’s rapid momentum and establish or extend their presence in the space. Amagi’s analysis of viewership and content monetisation trends for top ad-supported platforms across the US & Canada, EMEA, APAC, and Latin America for 2021 further suggests that FAST content is exploding, with channels ranging from niche to mainstream.
Global content brands are entering the FAST space at a rapid pace, adding a wide variety of mainstream and niche genres to the mix. While news continues to be the most sought-after content on ad-supported platforms, FAST channels are also offering audiences everything from movies, documentaries, music, horror, crime, food, travel, anime, sports, and more. In 2021, the genres with the greatest increase in channels were movies, sports and entertainment, closely followed by music, documentaries and news, reflecting their popularity among consumers in this increasingly crowded space.
Ad-supported streaming platforms are starting to see steady growth in their ad revenues. As top FAST services like Pluto TV and Tubi continue to up the game by investing in quality content, bringing audiences with them, advertisers are clearly following. In 2021 alone, ad impressions grew by a robust 134 per cent, reminding of the $50 billion in ad opportunities up for grabs for content owners each year across FAST platforms.
“With the remarkable rise of FAST TV, we’re seeing the promise and potential of ad-supported models begin to come to fruition,” says Amagi co-founder Srinivasan KA. “Consumers are exhausted by the cost and overwhelming choices of subscription services. Increasingly, they are clamoring for linear, ‘lean back’ viewing experiences across a wide range of genres—and our latest FAST report reflects that clearly.”
“As brands enter and expand into the FAST space at a rapid rate, competition is only growing fiercer. Our latest industry report confirms that continued investment in FAST remains essential. We expect 2022 to be a big year for innovation in the FAST universe—across programming, advertising and distribution—and will continue to report the data-backed insights content owners, streaming platforms and advertisers need to stay ahead in the streaming game,” he adds.
This third edition of Amagi’s FAST industry report aggregates data from its proprietary platform, Amagi Analytics, on viewership and content monetisation trends to uncover insights on top ad-supported platforms across the US & Canada, EMEA, APAC, and Latin America for 2021. The report analysed year-over-year growth of total hours of viewing (HOV) and ad impressions between December 2020 – December 2021, across 2000+ channels on 50+ FAST platforms on Amagi’s dynamic server-side ad insertion platform.
iWorld
Prime Video unveils biggest India originals slate yet
Nearly 55 titles across languages signal deeper push into films, series
MUMBAI: Prime Video is turning up the volume on Indian storytelling, unveiling its largest-ever Originals slate at the ‘Prime Video Presents’ showcase, with close to 55 series and films spanning languages, genres and formats.
The new lineup, which stretches across Hindi, Tamil and Telugu, signals a clear intent: go bigger, go wider, and meet audiences wherever they are watching, whether on streaming screens or in cinemas. Alongside Originals, the platform also announced a fresh theatrical slate under Amazon MGM Studios, marking a deeper step into the big-screen business.
Among the headline acts is The Revolutionaries, a large-scale drama from Nikkhil Advani starring Bhuvan Bam and Rohit Saraf. The slate also features Matka King with Vijay Varma, Raakh starring Ali Fazal and Sonali Bendre, and Lukkhe, which marks rapper King’s acting debut. Adding a genre twist is Vansh – The Kalyug Warriors, positioned as India’s first homegrown Hindi superhero series for streaming.
Familiar favourites are also making a return, with new seasons of Farzi, Panchayat, Call Me Bae, Dupahiya, Dahaad and The Traitors in the pipeline, reinforcing the platform’s bet on established franchises.
Regional storytelling gets a notable push. Highlights include a Telugu adaptation of The Traitors hosted by Teja Sajja, the drama Guvvala Cheruvu Ghat, and Tamil titles such as Exam and returning seasons of Vadhandhi and Inspector Rishi.
The slate also opens new creative partnerships. Hrithik Roshan’s HRX Films steps into streaming with Storm and Mess, while Alia Bhatt’s Eternal Sunshine Productions backs Don’t Be Shy. Production houses including Excel Entertainment, Tiger Baby Films and The Viral Fever further deepen the creative bench.
On the theatrical front, the platform is lining up five films, including Raftaar starring Rajkummar Rao and Keerthy Suresh, VIBE directed by Kunal Kemmu, Dilkashi with music by A. R. Rahman, Nayyi Navelli featuring Yami Gautam, and Kuku Ki Kundli starring Wamiqa Gabbi.
According to Prime Video India director and head of Svod business Shilangi Mukherji, India remains central to the platform’s global growth, ranking among its top markets for new subscribers. She noted that nearly two-thirds of users watch content in more than four languages, underlining a growing appetite for diverse storytelling.
Prime Video India director and head of originals Nikhil Madhok, said the new slate reflects a continued push towards bold, culturally rooted narratives with global appeal.
In short, Prime Video is not just adding titles, it is widening the lens. From small-town dramas to superhero sagas and cinema-ready spectacles, the message is simple: more stories, more voices, and far more ways to watch them.
