Unlocking the Potential of FAST: Strategies for IP Owners in the Kids' Content Landscape

The FAST (Free Ad-Supported Streaming TV) space has emerged as a significant opportunity for IP owners in the kids' content industry. As the demand for on-demand and streaming content continues to grow, FAST channels have become an increasingly attractive platform for reaching young audiences. In this article, we delve into the insights and strategies shared by industry leaders at the FAST Festival, shedding light on the evolving landscape and the key considerations for IP owners navigating this dynamic space.

Harnessing the Power of FAST: Insights from Industry Experts

Adapting FAST Strategies Over Time

The FAST landscape has undergone significant changes in recent years, and industry leaders have had to adapt their strategies accordingly. Lara Ilie, VP of AVOD and FAST at WildBrain, shares her insights on how their FAST strategy has evolved. "When we first entered the FAST space, our focus was on building a strong presence and establishing our brand. Over time, we've refined our approach, placing greater emphasis on data-driven decision-making and optimizing our content offerings to better meet the needs of our target audience."Elianne Friend, VP of Digital and Distribution at 9 Story Media Group, echoes this sentiment, noting that their FAST strategy has become more nuanced and sophisticated. "In the early days, it was about getting our content out there and building awareness. Now, we're taking a more strategic approach, leveraging analytics to understand viewer preferences and optimize our content mix accordingly."

Exploring Effective Revenue Models

As the FAST space continues to evolve, IP owners are exploring various revenue models to maximize their returns. Corinna Fisher, Senior Director of Programming at pocket.watch, shares her insights on the models that have proven most effective. "We've found that a combination of advertising and subscription-based revenue streams can be a powerful strategy. By offering both free, ad-supported content and premium, subscription-based options, we're able to cater to a wider range of viewer preferences and generate multiple revenue streams."Ilie adds that WildBrain has also seen success with a hybrid model, blending advertising and subscription-based revenue. "The key is to find the right balance and to continuously monitor and adjust our approach based on audience behavior and market trends."

Leveraging Analytics for Informed Decision-Making

In the FAST space, data and analytics have become essential tools for IP owners to make informed decisions. Friend emphasizes the importance of this approach, stating, "We rely heavily on data to guide our content strategy and programming decisions. By closely analyzing viewer engagement metrics, content performance, and audience preferences, we're able to make more informed choices about the types of content we invest in and how we distribute it across FAST channels."Fisher echoes this sentiment, noting that pocket.watch's approach to analytics has evolved over time. "In the beginning, we focused on basic metrics like viewership and engagement. But as the FAST landscape has matured, we've developed more sophisticated analytics capabilities, allowing us to dive deeper into audience behavior and content performance."

Navigating the Competitive FAST Landscape

The FAST space has become increasingly crowded, with a growing number of channels and content providers vying for viewer attention. Ilie acknowledges the competitive nature of the market, but sees it as an opportunity for IP owners to differentiate themselves. "The key is to focus on creating high-quality, engaging content that resonates with your target audience. By understanding their preferences and delivering content that meets their needs, you can stand out in a crowded marketplace."Friend adds that collaboration and strategic partnerships can also be valuable in navigating the competitive FAST landscape. "We've found that working with other content providers and FAST channel operators can be mutually beneficial, allowing us to cross-promote content and reach new audiences."

Embracing the Future of FAST

As the FAST space continues to evolve, IP owners are looking to the future and exploring new opportunities. Ilie sees the potential for FAST to become an increasingly important part of the overall content ecosystem. "FAST channels offer a unique value proposition, providing viewers with free, on-demand access to high-quality content. As consumer preferences continue to shift towards streaming, we believe FAST will play a crucial role in the content landscape."Fisher is equally optimistic about the future of FAST, noting that the platform's ability to reach diverse audiences is a significant advantage. "FAST channels have the potential to connect IP owners with a wide range of viewers, from traditional linear TV viewers to cord-cutters and cord-nevers. By leveraging the power of FAST, we can expand the reach and impact of our content."As the FAST Festival showcases, the opportunities for IP owners in the kids' content space are vast and evolving. By adapting their strategies, exploring effective revenue models, leveraging data-driven insights, and embracing the competitive landscape, IP owners can unlock the full potential of FAST and deliver engaging, high-quality content to young audiences around the world.