veed analytics has provided a valuable snapshot on the ad-loads being carried on a selection of leading German FAST services, as the analyst and consulting firm focuses on the viability of this rapidly expanding market. It found that ad-loads ranged from 8.2 minutes per hour to 11.2 minutes per hour and that on average, 57% of the ads seen had been sold to external third-parties as opposed to being promotions or fillers.
The study covered Samsung TV Plus, LG Channels, Joyn, Zattoo, Waipu.tv, Pluto TV, Freevee and Rakuten TV. On each service, veed analytics studied 20+ channels for 2-3 hours each. It reports that three services had sold ad-loads above 7.5 mins/hour while two services counted less than three minutes of sold ads per hour.
In an analyst note, Dr. Bernd Riefler, Founder & CEO at veed analytics, pointed to the high numbers of channel launches and tests, and says the study contributes to an understanding of key KPIs associated with ad-funded success. The analyst note counts 1,000+ FAST channels in Germany and an incredible 250+ channel additions year-on-year. “The average channel portfolio growth rates on the five largest platforms are still above 20% year to year,” he adds.
veed analytics has outlined three main business models for FAST: using channels as marketing, to grow a media owner brand; using FAST as the top of a funnel that leads to other services; and treating channels as standalone ventures.
