Exclusive: Movies fuel Pluto TV’s FAST channels, as US popularity of medium tops pay TV

Movies are providing a major driver of viewership on Pluto TV’s FAST channels, according to new data, which has also revealed that in both the US and Brazil, FAST channels are more popular than pay TV.

The new research from Omdia and PlumResearch reveals that 43% of all viewing on Pluto TV is attributed to its FAST movie channels, with six of the top ten most-watched channels exclusively dedicated to the genre.

Insights from Omdia’s latest consumer survey also uncovered a significant shift in viewing habits in the US, where 60% of video users now turn to FAST services such as Pluto TV, Tubi, Roku on a monthly basis, surpassing the 55% who prefer pay TV services like Comcast or AT&T.

Similarly in Brazil, 47% of viewers opt for FAST channels compared to 45% for pay TV. The top performers in the US FAST market are Tubi, Roku Channel, Freevee, and Pluto TV, while in Brazil, Samsung TV Plus, Pluto TV, and LG dominate the charts.

The news comes ahead of a session at the 77th edition of the Cannes Film Festival, where Omdia’s Maria Rua Aguete, senior director of media and entertainment, will present the insights.

“This shift signifies the growing appetite for diverse and accessible content options, marking a significant milestone in the evolution of entertainment consumption,” she told TBI.

“This transformation arrives after a decade following the inception of Pluto TV, born from a contrarian vision aimed at resolving the paradox of choice. Its pioneering introduction of free-ad supported television (FAST) heralded a new era fundamentally altering the media industry’s landscape forever.”

The US is projected to dominate the $12bn FAST market by 2028, with international FAST revenue exceeding $2bn.