Don't quote me on this (or do, I don’t mind), but according to a recent Federal Reserve report, millennials have somehow quadrupled their net worth - through what I can only assume is either wizardry or a very generous cash-back program.

Ironically, most of the ones I know are still clutching their wallets tighter than a quarterback protecting a game-winning drive… in a blizzard… with no O-line.

In an economy that feels like a perpetual fourth down with no timeouts left, the appeal of free, ad-supported entertainment is stronger than ever. And just like a backup quarterback who suddenly becomes the hero, CTV, and FAST in particular, is stepping up and stealing the show.

Gone are the days when cutting the cord meant sacrificing live events, especially sports. FAST platforms are not just sitting on the sidelines; they're stepping up their game, bringing live sports to fans without the hefty subscription fees - kind of like getting box seats without the box office prices.

Tubi's Touchdown with Super Bowl LIX

In a move that had sports fans and streaming enthusiasts alike doing a double-take, Tubi streamed Super Bowl LIX live in 4K on February 9, 2025. This marked the first time the Super Bowl was available on a major general entertainment streaming platform without any subscription barriers.

Tubi's Super Bowl stream is part of a broader trend of live sports migrating to FAST. NBC Sports rebranded its FAST channel to "NBC Sports NOW," offering 24/7 programming, including live events like the USL Super League - a new Division One professional women's soccer league. Additionally, platforms like Free Live Sports have launched with over 100 FAST channels, providing fans access to a plethora of live sports content without the burden of subscription fees.

The migration of live sports to FAST channels underscores the rapid growth of this ad medium. As more viewers flock to free, ad-supported platforms, advertisers have a golden opportunity to reach engaged audiences without the clutter of traditional pay-TV.

The Future is FAST and Free

As the economic playbook continues to challenge consumers, the demand for free, high-quality entertainment will only increase. FAST channels are perfectly positioned to meet this demand, offering viewers a cost-effective alternative to traditional cable and subscription-based streaming services. For advertisers, this shift represents a chance to connect with audiences in a more direct and impactful way.

By leveraging new-age monetization toolsets like 1Audience, ElementalTV aims to be the best CTV partner for CTV/FAST publishers to help them maximize their audience potential in the most efficient and direct way possible - so that they can continue to focus on what they do best: delivering top-notch entertainment to an engaged audience.