Audacy to Local Ad Buyers: Think FAST

Why It Matters

The insight spotlights a sizable, under‑tapped inventory that can diversify local ad spend and boost radio revenue, reshaping how advertisers allocate budgets across audio and video platforms.

Key Takeaways

• FAST viewership projected to exceed 125 million by 2026.
• Local ad spend still favors premium subscription platforms over free streaming TV.
• OTT ad spending expected to hit $3.6 billion this year, up 9.7% YoY.
• Radio sellers can cross‑sell digital, OTA, and CTV to meet outcome‑based demand.
• Streaming audio growth forecast at 9.2% in 2026, outpacing video formats.

Pulse Analysis

Subscription fatigue is reshaping the media landscape, as consumers push back against the growing number of paid streaming services. Free ad‑supported streaming TV (FAST) channels such as Tubi, Roku Channel, and Sling TV are gaining traction, with viewership expected to top 125 million by 2026. This shift creates a new, cost‑effective inventory for local advertisers who have traditionally poured dollars into premium subscription platforms. Understanding the dynamics of FAST allows media planners to reach cord‑cutters and cord‑nevers without the high price tag of subscription‑based video.

At the same time, the broader OTT market is accelerating. BIA projects U.S. CTV/OTT ad spend to hit $3.6 billion this year, a 9.7% increase over the prior period, while streaming audio is slated for a 9.2% growth rate in 2026—outpacing even video formats. For radio sales teams, this isn’t a competitive threat but a cross‑sell opportunity. By positioning audio alongside video and place‑based media in outcome‑based buying plans, broadcasters can tap into advertisers’ demand for measurable results, leveraging radio’s digital capabilities to build trust before introducing traditional over‑the‑air spots.

Strategically, broadcasters should refine inventory packaging to include OTA, digital, and CTV assets, creating seamless bundles that align with advertisers’ performance goals. Early adopters that integrate FAST into their local media mix can capture incremental spend, improve fill rates, and diversify revenue streams. As the market continues to favor outcome‑driven buying, radio’s ability to offer multi‑platform solutions will be a decisive factor in sustaining growth and staying relevant in the evolving ad ecosystem.