⚽️ Sports Content Drives FAST Services to the Next Level
Gracenote, the content analytics division of Nielsen, has published its Q3 2026 Data Hub report. The study shows that the free ad-supported streaming television (FAST) sector is experiencing a rapid expansion in sports broadcasting, driven less by the launch of new channels than by a substantial increase in programming volume itself.
According to analysts, the number of dedicated sports FAST channels worldwide grew by 13.8% year-over-year, reaching 264. Meanwhile, the number of unique sports shows and programs rose by 31.2%, and broadcasts of individual games and sporting events jumped by 37.5%. Gracenote experts note that the sports segment is outstripping the overall growth of FAST platforms, where the total channel count increased by 17.5% (to 2,172) and programming volume grew by 19.4%.
A notable trend is the cross-genre integration of sports: in July 2026, sports content aired across 20 FAST channels categorized under non-sports genres. This approach mirrors traditional television strategies, leveraging sports broadcasts to drive viewership on general-entertainment platforms rather than keeping them confined to dedicated networks.
Expanding sports inventory gives FAST operators greater scheduling flexibility, helping them move away from frequent reruns. Gracenote concludes that competition in the free streaming market is shifting from channel quantity to the depth, variety, and sheer volume of exclusive programming offerings.
Source: Advanced Television
