Wurl Report Says Live Programming Puts FAST Channels in Fast Lane

Viewership of free, ad-supported streaming television (FAST) channels is growing. And yet the industry doesn’t seem to be cashing in. 

The problems have been well documented: too many channels, viewer difficulty in finding what they want to watch, oversupply of inventory, lack of transparency for advertisers, lack of cross-channel measurement, and so on.

A new report from Wurl suggests that adding live programming could help with many of these issues. 

In its report, Live Programming on FAST: A Strategic Guide for Content Companies, Wurl notes that at this point, just 2.7% of total viewing on FAST channels is live sports. That compares to 19.1% on linear TV. 

“As platforms look to replicate the ritual and cultural resonance of cable-era TV, live programming — especially sports — may prove to be the key, not just to viewership, but to loyalty in a highly competitive landscape,” the report says.

With an estimated 1,900 FAST channels out there, live content creates urgency that will attract the focus and attention of viewers, according to Wurl. 

Platforms and distributors often prioritize and promote live events on channels they carry with links on their home screens, helping to build audiences and familiarity with FAST channels that invest in live programming.

After watching something live on a FAST channel, viewers often stick around, creating longer-term engagement. 

The larger audiences that live events draw open better opportunities for monetization, particularly through advertising. Sports have natural breaks –halftimes, between innings – that are expected by viewers and not created specifically by commercials, making the ads that appear more accepted. Shorter pauses, like timeouts or injury breaks, are well-suited for in-stream ad formats like picture-in-picture or overlay ads.

“This combination of scaled reach and attention makes live programming especially appealing to advertisers, often commanding higher CPMs than on-demand content as a result,” the report says.

Live programming isn’t always a slam dunk. Live means anything can happen – in a good or bad way. That makes planning for contingencies essential for programmers getting into the live game.

Programmers should plan on-air elements to engage the viewer around the live feed, such as slates for timeouts, bumpers heading into breaks and graphics showing time remaining. 

“It’s also important to rethink what fills downtime. While in-venue segments like mascot races or music breaks entertain a live audience, they often fall flat on screen,” the report says. “Instead, build in fan-focused content designed for streaming: interviews, highlight reels, or behind-the-scenes clips that sustain momentum and deepen engagement.”

With live events, programmers must prepare for the unscripted. “Weather delays, technical issues, or sudden schedule changes can break a good viewing experience if you’re scrambling to fill dead air. Instead, build a library of purposeful backup content: archival footage, interviews, behind-the-scenes segments, or qualifying rounds that align with the event and keep fans engaged.”  

It is also important to communicate with the event venue and viewers to figure out what is happening and when an event will resume.

All-in all, live events can be a business driver for FAST channels.

“As the FAST ecosystem continues to evolve, live programming stands out as one of the most powerful levers content owners can pull — not just to grow audiences, but to drive real, measurable business outcomes,” the report concludes. 

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Neuro-contextual advertising company Seedtag released the results of a new study looking at the effectiveness of ads that use contextual placements to create human connections.

The study found that neuro-contextual ads deliver 3.5% higher neural engagement than non-contextual ads. The neuro-contextual ads were also 30% higher in engagement than standard contextual ads. 

“This research validates what we’ve known instinctively: that relevance is about human connection,” said Brian Gleason, CEO of Seedtag. “By combining neuroscience and AI, we can reach people in moments when they’re most receptive, leveraging advertising that feels natural, meaningful, and emotionally resonant without relying on personal data.”

The research was conducted with Professor Moran Cerf at Columbia University. 

“Brain alignment is the currency of great content,” said Cerf. “This study proves that when the emotion of an ad matches the emotion of its environment, the brain works less and remembers more. Neuro-contextual advertising is just more human.”

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Family Entertainment Television, which runs the FETV and FMC channels, said it named DirecTV Advertising as its exclusive sales agent. 

“DirecTV’s proven expertise and market access will unlock tremendous value for FETV and FMC, allowing us to do what we do best – deliver family-friendly entertainment to audiences nationwide,” said Drew Sumrall, CEO of Family Entertainment Television.

FETV is eliminating its in-house ad sales staff, but has retained its research and operations teams in NY. 

“Representing these networks across DirecTV and nationally across other TV providers allows us to create greater opportunities for advertisers while strengthening the connection between quality, family-friendly entertainment and engaged audiences,” added Amy Leifer, chief advertising sales officer for DirecTV.

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Xperi named Matt Milne to the new position of president of TiVo Ads. Milne will also continue as Xperi’s chief revenue officer.

“The rapidly growing global footprint of our TiVo One cross-screen advertising platform has created strong interest from advertisers and industry partners, and Matt is the perfect leader to align and accelerate our advertising sales efforts, which represent a significant growth opportunity for our company,” said Jon Kirchner, CEO of Xperi.