Expanding rapidly, the model gains prominence by offering new opportunities for brands to engage with their consumers
The digital media market is undergoing a transformation with the growth of fast channels (free ad-supported streaming television), platforms that offer free programming with advertising. This model, already consolidated in the United States, is increasingly attracting audiences and investments in Brazil as well, presenting itself as an efficient alternative for brands to reach diverse and highly engaged audiences.
Here, the expansion of fast channels is driven by the popularization of Smart TVs and consumers’ desire for free options, which creates a promising scenario for the communications and marketing market.
Fast Channels
Fast channels are platforms that offer a linear viewing experience, broadcasting continuous and varied programming, financed by advertising, unlike the subscription model of other platforms.
This experience mirrors traditional TV, but with the freedom and flexibility of streaming, allowing consumers to access a diverse range of channels at no cost.
Instead of requiring a subscription, fast channels finance their content through advertisements. They arrive as an affordable solution for consumers and advertisers.
Panorama
The Brazilian scenario begins to open up mainly with the advancement of Smart TVs. Statistics from the Brazilian Institute of Geography and Statistics (IBGE) show that in 2023, of the 71.5 million Brazilian homes with television, 34 million had Smart TVs. The public’s familiarity with streaming is growing.
Samsung TV Plus, one of the main players in the segment, is present on more than 20 million active Smart TVs in Brazil and more than 7.7 million in Mexico. Between the two countries, there are more than 110 million potential consumers, according to data from Samsung.
This broad reach places the platform among the three most consumed applications on Smart TVs in Brazil and Mexico, consolidating it as a strategic destination for advertisers seeking visibility and engagement.
Samsung’s information also shows that 76% of the time that Brazilians dedicate to consuming content on their Smart TVs is spent on streaming platforms. In Mexico, this rate reaches 85%.
Given this consumer behavior, advertisers who focus their budgets only on linear media are missing out on the chance to reach a significant audience. For brands, the Smart TV environment offers a direct channel with a highly active and connected audience, who values the experience and access to free and ad-supported content.
Read the full article in the issue of propmark from November 11, 2024
