Remember when we used to call it “streaming”? Or “connected TV”? Or “FAST” — that oh-so-clever acronym for Free Ad-Supported Television?
Let’s drop the jargon.
It’s now just TV
We’ve reached the tipping point. Streaming platforms like Pluto TV, Tubi, Roku Channel, and dozens more aren’t some fringe tech experiment or cord-cutter workaround. They’re the new primetime. They’re where audiences actually are. And for millions of viewers, there’s no cable box, no antenna — just a TV and a remote.
So why are we still using the acronym FAST like it’s some novel concept?
The “F” No One Cares About Anymore
Let’s break it down:
Free? Cable used to be “free” if you ignored the fees. FAST is just TV without a monthly bill.
Ad-Supported? So was cable. So was broadcast.
Streaming? That’s been standard since the early 2010s.
Television? Ding ding — that’s the only part that matters.
If you’re sitting on your couch, flipping between channels of live sports, sitcom reruns, news, and niche content — guess what? That’s TV. It doesn’t matter whether the signal is beamed from a satellite, a cable company, or a cloud server.
Viewers Don’t Care What We Call It
The only people still clinging to the “FAST” label are industry insiders, ad buyers, and press releases. Viewers don’t differentiate. They just open their Fire TV, Roku, or Samsung TV Plus and watch. Ask ANY viewer if they know what it means, nor should they have to.
Why This Matters for Content Creators and Advertisers
This isn’t just a semantic shift — it’s a strategic one.
If you’re a content creator, production company, publisher or advertiser still “testing” the waters of FAST like it’s some experimental format, you’re behind. The audience is already there. The ad inventory is already filling. The attention is already shifting.
It’s time to market to your audience the way they experience it — not how your media deck labels it.
So Let’s Say It Together:
FAST is no longer a category.
It’s no longer a trend.
It’s just TV.
Who’s with me ?