This year viewership of FAST channels has increased the amount of available ad slots to the point that a larger share of those impressions are going unfilled.
There is an increase in inventory, and it doesn't always automatically correlate to more advertisers," said Wurl CEO Ron Gutman. He mentioned that the FAST channels' ad loads "has not increased by channel that much, which would leave viewership growth as the main cause for the inventory surplus.
The lower fill rates for FAST channels fits an overall supply-demand imbalance trend in the streaming ad market. While advertiser demand for streaming inventory has continued to grow, the increasing amount of streaming ad inventory has outpaced that growth.
Prime Video is probably stealing [ad dollars] from both the top end and the FAST channel allocation, said Madelaine Robinson, group director of media & analytics at ad agency Duncan Channon.
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