The FAST model is consolidated: 80% of Spaniards consume it

Two new European studies promoted by Rakuten TV point out the growing predilection of viewers for FAST models, an especially key growth in Spain, which with 79.3% permeabilization exceeds the data for the United Kingdom, France or Italy.

The data reflects how users are progressively incorporating the streaming gratuito to their entertainment habits, in a context marked by the proliferation of subscription platforms and a growing search for more flexible and accessible alternatives. According to the results of The FAST Advantage, 79.3% of Spaniards consume FAST content daily or several times a week, a figure that places Spain among the European markets where this consumption model is most consolidated. Besides, 80.1% of viewers Europeans already consider FAST a main way of watching television or a real alternative to paid platforms, while more than six out of ten plan to increase their consumption in the future.

The study reveals that lasseries (82%) and movies (78.7%) are the content most consumed by Spanish viewers in FAST environments. Furthermore, Spain stands out for the importance that users grant to the cultural proximity of the contents: the 94.7% affirm that local content is important to your viewing experience, the highest percentage of all the markets analyzed. The research also points to a growing demand for thematic and specialized channels, a category in which viewer interest currently exceeds available supply, suggesting new opportunities for content owners and distribution platforms.

Far from being perceived as an obstacle, the advertising It is part of the value proposition of FAST services when it is relevant and appropriately integrated into the viewing experience. Among the main factors that favor the acceptance of advertising by Spanish users are knowing that the content is free (42%), receiving relevant advertisements (46.7%) or discovering new products and services (37.3%). At European level, more than 82% of viewers say they are willing to watch advertising in exchange for free access to movies, series and television programs.

The advertising potential of FAST contexts

Changes in consumer habits are having a direct impact on advertising strategies. He informe Beyond the Break: Connecting Advertising Strategy with Viewer Experience, prepared from surveys of advertising professionals in five European markets, shows that Connected TV has established itself as one of the channels with the greatest growth potential.

According to the study, 68% of Spanish advertisers plans to increase its investment in CTV during the next twelve months, while 100% of the professionals surveyed already use or plan to incorporate Connected TV to your media strategy. The research also reveals an evolution in the way campaigns are planned. Although traditional video formats are still the most used, advertisers are showing growing interest in new advertising locations integrated into the user experience, such as home screen advertising, identified by 40.7% of Spanish advertisers as one of the most effective formats for generating visibility and notoriety.

Likewise, the metrics linked to attention, memorability and the user experience They are gaining weight compared to traditional reach and frequency indicators, reflecting greater sophistication of the Connected TV advertising ecosystem.

FAST and CTV: the future of streaming?

The results of both studies point to the same conclusion for Rakuten TV: the FAST and Connected ecosystem TV have ceased to be “emerging phenomena” and have become “central elements of the future of audiovisual entertainment in Europe.” For content owners, the FAST model represents an opportunity to expand audiences and maximize the value of their catalogs. For advertisers, it offers premium environments, advanced segmentation and new ways to connect with viewers who are increasingly receptive to advertising models integrated into the viewing experience.

Cedric Dufour, CEO and president of Rakuten TV, shares his conclusions after analyzing the study: "We are seeing FAST rapidly evolve from a complementary alternative to a regular part of television consumption in Europe. As the ecosystem matures, the challenge is no longer just about reaching audiences, but about creating relevant experiences for both viewers and advertisers. These studies show that the future of streaming involves finding the right balance between content, advertising and user experience."

The report The Fast Advantage is based on extensive market research conducted by Rakuten TV Enterprise in five key European markets: the United Kingdom, Germany, France, Spain and Italy. The research combines quantitative audience data, collected from a sample of 750 European consumers, with additional qualitative information obtained from Rakuten TV users, analyzing how audiences interact with FAST services, advertising, content discovery and streaming consumption habits. On the other hand, the study Beyond the Break It was carried out among 1,500 participants from five European markets (United Kingdom, Germany, France, Spain and Italy), including 750 advertising professionals and 750 users of streaming platforms. In addition, direct opinions were collected from Rakuten TV viewers to delve deeper into the perception, experience and impact of advertising in streaming and Connected TV environments.