Markets

At MIPCOM 2024 in Cannes, Maria Rua Aguete, Head of Media and Entertainment at Omdia, delivered a compelling presentation highlighting Brazil’s meteoric rise in the Free Ad-Supported Streaming TV (FAST) market. During her session, she revealed projections that position Brazil as the third-largest FAST market globally by 2029, trailing only the USA and the UK​.

According to Rua Aguete, Brazil’s FAST revenue is expected to triple from $119 million in 2024 to $303 million by 2029, overtaking Canada and cementing Brazil’s status as a key player in the global streaming ecosystem​. This growth is emblematic of the global shift towards ad-supported streaming, a trend propelled by Connected TV (CTV) platforms such as Samsung TV Plus and the Roku Channel.

Rua Aguete’s analysis extended beyond Brazil, noting that global FAST revenue is forecasted to grow from $5.9 billion in 2024 to $11.7 billion by 2029. The bulk of this market will be dominated by hardware-driven platforms like those from CTV manufacturers. These platforms are expected to account for more than half of the FAST market by the end of the decade.

The USA, which is projected to reach $9.4 billion in FAST revenue by 2029, will continue to lead the market. The UK will also experience substantial growth, doubling its revenue to $488 million during the same period​.

Brazil’s rise in the FAST market is being driven by the increasing dominance of CTV platforms like Samsung TV Plus and LG Channels, alongside online players such as Pluto TV. These platforms are rapidly gaining viewership in Brazil and are projected to continue expanding their installed base significantly by 2029​.

Rua Aguete emphasized the importance of content in maintaining this growth trajectory. In order to monetize FAST channels effectively, platforms must offer compelling content that attracts and retains large-scale audiences. When done correctly, FAST can be a highly profitable model, especially in markets like Brazil, where premium video advertising is flourishing​.

As the FAST market expands globally, Brazil’s growth story serves as a key example of how CTV platforms and ad-supported models are reshaping the media landscape. Rua Aguete concluded her session by underscoring that the shift toward ad-supported streaming is reshaping consumer behavior and media strategies, with Brazil poised to become a dominant player in this evolving space​.
With Brazil now positioned to become a global leader in the FAST ecosystem, the country’s growth is a clear indicator of the broader global trend towards ad-supported streaming as a sustainable, scalable model for the future of television.