FAST is the next frontier of creator domination

Rafi Cohen, Manager, Video Markets Tracker, 3Vision, presented fresh analysis to explain the trend in the Content Everywhere session: How Younger Audience Behaviour is Redefining TV. 

“FAST is clearly now a natural extension of creator monetisation,” he said. “YouTubers and social media influencers have deep content archives and a regular content pipeline which makes a 24/7 linear channel a perfect fit.  

“They already have the library and when that library gets old, there's plenty more content on the way, made very cheaply. This trend is only set to continue and grow. 

From 3Vision’s Fast Tracker report of March this year we can see the far-reaching coverage of creator-led channels. “Samsung TV and Pluto have the lion's share. Amazon and Roku are cherry pecking big hitters and experimenting,” he said.  

Dhar Mann Studios for example is on Samsung only; while MrBeast is basically a household name across Samsung, Roku and Amazon.  

“It's a natural fit. Creators have honed their brand on social video. They've already cut their teeth there building a strong identity and strong fan base. That means by the time they arrive on a bloated FAST EPG they have the concise channel identity needed to survive.” 

The shift is part of a broader transformation in viewing behaviour. Younger audiences move fluidly between creator content, gaming, social video, streaming and linear — and traditional media is adapting. 

“YouTube is now a content development strategy, not just a distribution platform,” Cohen said. 

FAST is becoming a low‑risk, high‑reward space for platforms seeking fresh IP and built‑in audiences. 

“Wherever we look, studios and platforms are now building dedicated structures for creators,” Cohen said. “It’s not an afterthought. It’s integral to format development and distribution.”