Ad-supported Streaming on the Rise
Munich / Berlin, April 01, 2026: The TV and video market across the DACH region and globally is undergoing a profound structural transformation. The joint report “State of TV & Video 2026 – FAST Special”, developed by FUNKE Channels and valantic, provides an in-depth analysis based on extensive market research, international best practices, and exclusive industry insights. It examines how viewing behavior, business models, and competitive dynamics are evolving — and what this means for stakeholders across the entire value chain.
Key findings: Linear TV continues to lose share of viewing time, while digital platforms and IP-based distribution are gaining further momentum. The VoD (video-on-demand) market is entering a phase of maturity, where growth is increasingly driven by monetization rather than user acquisition. At the same time, FAST (Free Ad-Supported Streaming TV) is establishing itself as a core component of the streaming ecosystem — albeit within an increasingly competitive landscape, where differentiation through strong brands, curated channels, and data-driven monetization become critical success factors.
The report is aimed at content providers, advertisers, platform operators, telecommunications companies, and media organizations seeking to refine their strategic positioning in a rapidly evolving TV and video market.
“With this study, we bring transparency to the rapidly evolving TV and video market while providing greater clarity on the fragmented and hard-to-measure structures of the FAST market. We provide companies with actionable strategies to successfully position themselves in this growing segment.” says Philipp Günther, Managing Director at valantic.
Claudia Schroeder, Director at FUNKE Channels, adds: “Based on available data, the report outlines where the FAST market stands today, how FUNKE Channels is positioned with its current portfolio, and how we plan to evolve across content, technology, and monetization. At the same time, the study delivers real value for all market participants — from existing partners and competitors to new entrants considering entering the FAST space.”
Linear TV remains strong, but streaming continues to grow
The report shows that linear TV remains the most widely used video format in the DACH region but is slowly losing share. At the same time, video-on-demand, subscription streaming, and social video are experiencing significant growth — particularly among younger audiences.
This shift is not only reflected in user behavior but also in infrastructure: traditional distribution channels such as cable and satellite are increasingly being replaced by IP-based delivery. The analysis highlights a structural transition toward digital, platform-based ecosystems, with far-reaching implications for content, distribution, monetization, and partnerships across the value chain.
FAST has become an integral part of the market
FAST (Free Ad-Supported Streaming TV) is increasingly establishing itself as a core element of the streaming ecosystem. As an ad-supported model based on linear, curated channels and primarily distributed via smart TV platforms, FAST strongly resonates with price-sensitive audiences.
At the same time, the market continues to expand while becoming more competitive: supply is growing faster than demand, and advertising budgets are shifting from traditional TV toward digital and programmatic environments. Emerging developments such as single-IP channels, live content, and AI-driven localization are further accelerating internationalization and scalability.
Overall, FAST is not only unlocking new reach and revenue opportunities but is also becoming a strategically relevant pillar within the broader video landscape.
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