The Future of Single-IP Channels in FAST

These channels, which focus on a single series or show, have been an essential part of the FAST ecosystem, offering easy-to-launch, highly marketable content that helps platforms drive user engagement and brand awareness. However, as the market matures, the reliance on single-IP channels may shift in favor of more curated multi-genre and single-genre channels, presenting new challenges and opportunities for media owners.

The Rise of Single-IP Channels

In 2024, major FAST platforms such as Pluto TV, Samsung, Vizio, and Roku expanded their single-IP offerings, and single-IP channels now make up approximately 32% of the global FAST market. The reason for single-IP channel growth is simple. These channels provide a straightforward value proposition – they are easy to create, promote, and launch, making them a low-risk way for streaming services to build out their content libraries.

Moreover, the growth of single-IP channels is not limited to North America. In European markets, these channels have continued to gain traction, accounting for 40% of all channel launches in 2024. Notably, the genres driving this trend are primarily scripted television and entertainment, which continue to be among the most consumed content categories in the streaming space.

The Growing Challenge of Churn

Despite their benefits, single-IP channels are facing increasing churn. Platforms like Pluto TV, Samsung TV Plus, and Vizio all dropped more single-IP channels in 2024 than in 2023, signaling a shift in platform strategy. One of the key challenges with single-IP channels is sustaining long-term viewership. While these channels can attract audiences initially, maintaining engagement requires constant content refreshes, which is not always feasible. As a result, many single-IP channels experience sharp viewership declines after the initial binge watchers move on, leading platforms to rotate them out in favor of new offerings.

This churn presents a growing concern for media owners who have leveraged single-IP channels to distribute their content across multiple FAST platforms. While these channels have served as a valuable tool for visibility and brand recognition, their volatility makes them a less reliable long-term distribution strategy.

The Shift Toward Single-Genre

As single IP channels have been the prized baby of FAST, it is unlikely that their role will completely diminish any time soon, but we should expect to see refinement in the coming years. As the FAST market matures, platforms are expected to shift their focus toward single-genre and multi-genre curated channels. These types of channels help mitigate churn by offering a broader selection of content, ensuring that viewers remain engaged over a longer period.

For media owners, this evolution means a strategic shift in how content is positioned within the FAST ecosystem. Instead of competing for viewership among several single-IP channels, media owners will increasingly need to negotiate for placement within curated channels. This may require bundling content with other IPs or licensing select titles to platform-operated channels to maintain visibility and reach within the FAST landscape.

Conclusion

While single-IP channels are unlikely to disappear entirely due to their strong marketing benefits, their role in the FAST market is evolving. Platforms will continue to experiment with these channels, but as churn increases and audience engagement challenges persist, the focus will likely shift toward curated content strategies. For media owners, this shift means adapting to new distribution models and securing premium placements within curated channels to ensure continued success in the FAST space. Understanding this transition and planning accordingly will be critical for media companies looking to maintain a competitive edge.

Source:
3vision.tv