A recent report by Gracenote has highlighted the increasing number of sports channels available between the middle of 2024 and the beginning of 2025. According to the report,  the number of sports channels has increased by 105%, meaning sports channels now account for 13.6% of FAST channels. These free ad-supported streaming TV channels (FAST) have swiftly become a preferred viewing option for audiences looking for accessible, no-cost, on-demand alternatives to traditional cable or more expensive subscription channels. This rise in sports-specific channels also reflects a broader shift in the consumption of live and on-demand content, suggesting that viewers are leaning more towards flexibility and convenience. 

In this article, we take a closer look at the recently published Gracenote report and reflect on how the growing offer of free ad-supported TV channels may affect the streaming industry.

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The number of FAST channels is increasing, and fast

The number of FAST (free ad-supported streaming TV) channels is not just increasing; it’s accelerating. Since mid-2023, the total number of active FAST channels has surged by some 42%, reaching a catalog of over 1,600 by early 2025. The U.S. leads the charge in this expansion (followed distantly by the UK, Germany, and Canada), with the market hosting nearly three-quarters of all FAST channels around the world. Platforms backed by industry giants such as Tubi (FOX), Pluto TV (Paramount), and the Roku Channel are driving the majority of this growth, offering audiences an ever-expanding lineup of curated programming from all kinds of genres.

Unlike traditional video-on-demand (VoD) services, the growth of FAST is principally fueled by the launch of new channels rather than individual titles, making genre a critical factor in attracting and retaining audiences. Leading the expansion are entertainment (with over 300 channels), sports, and reality TV, the latter of which has seen explosive growth of 626% since mid-2024. The popularity of each genre also reflects changing viewer preferences. 

While FAST was initially popular due to its offering of nostalgic programming (such as TV shows made before 1990), today, audiences are drawn to fresh, dynamic, easy-viewing content.

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Sports channels increase by 105% since 2024

Looking specifically at sport-related content, sports channels are emerging as a major engine of growth within the FAST space. Between July 2024 and February 2025, the number of sports channels increased by more than 105%, rising from 107 to 220 channels. This surge reflects a strategic pivot by platforms to meet audience demand for real-time, event-driven programming that breaks with the mold of static VoD libraries. According to the Gracenote report, sports channels now represent 13.6% of all FAST channels, highlighting their role as a key driver in the popularity of streaming entertainment. 

The force behind this momentum is a combination of highlight packages and the increasing presence of live sports. Content publishers are focusing in on this space with a niche approach. Programming is likely to be free, but distribution will be far more selective than it is for other program types, such as highlights or replays. For example, live event coverage is beginning to appear on platform-specific or premium FAST offerings, such as Roku’s premium sports FAST channel, Vix Premium Deportes, and FanDuel TV Extra. This means that while the content itself does not require a paid subscription, the platform itself is limited, introducing a kind of content gatekeeping, even within the free model.

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How will the growing offer of FAST channels affect the streaming industry?

The shifting trends in audience demand and the explosive growth of FAST channels are starting to reshape the streaming industry as a whole. As more viewers look to cut down on expenses amid the rising cost of living (according to Deloitte, 36% say the content available via subscription isn't worth the price), ad-supported platforms such as Tubi and The Roku Channel are gaining ground. These channels now account for more TV time in the U.S. than services like Peacock or Paramount+. 

But as ever, with sudden growth comes new challenges. Most FAST content is broadly distributed, making platform experiences feel increasingly similar. Currently, that lack of differentiation puts pressure on platforms to stand out through user experience and smart content discovery tools. Meanwhile, advertisers are also shifting their focus from user-based targeting to content-based strategies, making FAST an ideal space for increased opportunities. In short, FAST is becoming a central force in the streaming space and is changing the way both the industry and audiences define value. 

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