The term “FAST” was coined by Alan Wolk in a December 2018 article in TVREV, as Emmy Liederman notes in an EMARKETER FAQ. But the concept had been proven years earlier. The Wikipedia article on free ad-supported streaming television notes that Pluto TV, launched in 2014, is widely cited as the first dedicated FAST platform. The model is simple: free, ad-supported television delivered over the internet, with channels programmed like traditional linear TV but without the cable subscription.
The growth has been explosive. Mark Stenberg, writing in Adweek, reports that viewership of FAST platforms like Tubi, Roku, and Pluto grew 43% in 2025, from 1.3 billion hours in the same period in 2024 to 1.8 billion hours from January to August 2025. Stenberg also notes that the dominance of YouTube has helped normalize free, lower-budget, creator-centric content, which is a tailwind for the FAST ecosystem. The same forces that made YouTube a content powerhouse—free access and low production barriers—are now fueling FAST’s rise, creating a natural pipeline for creator-led channels.
The Gap in MENA: Platforms, Adoption, and Content
While global FAST platforms expand rapidly, MENA-specific data is scarce. In the US, Liederman reports that FAST users will reach 131.4 million in 2026, representing 54% of all CTV users, a 5.8% increase from 2025. The platforms themselves are consolidating fast. Stenberg notes that Fox paid $22 billion to acquire Roku, and that Roku accounted for 44% of streaming hours in Q4 2025, with Amazon Fire TV at 14%. Fox also acquired Tubi in 2020 for $400 million, and Tubi now has over 100 million free subscribers.
But MENA lacks dedicated local FAST services and culturally relevant content. The major global platforms have limited Arabic-language programming, and no regional player has emerged to fill the gap. This is not a barrier. It is an opportunity for first movers. The same content normalization that fueled YouTube’s success in the region—where creators built massive audiences with Arabic content on a global platform—can work for FAST. The infrastructure exists. The audience is there. The content just needs to be programmed.
A New Revenue Model for Creators
FAST offers MENA creators a path beyond short-form social media monetization. Instead of relying on one-off brand sponsorships or platform payouts that fluctuate with algorithm changes, creators can build recurring ad revenue through their own channels. The mechanics are already falling into place.
Tim Peterson, writing in Digiday, reports that in the first quarter of 2026, the amount of money spent on Roku’s inventory through third-party programmatic buying platforms increased by more than 40% year over year. Peterson quotes Ross Benes, senior analyst at Emarketer, saying that Roku’s digital video revenues will likely double or triple for Fox after the acquisition. Programmatic buying makes it easier for brands to place ads across FAST channels without manual negotiations, opening the door for smaller creators to access brand dollars that previously required a sales team.
Meanwhile, live commerce is converging with the FAST model. Andrew Hutchinson, writing in Social Media Today, reports that Meta is expanding its live video ads to Instagram and launching them globally on Facebook, and is working with live commerce platforms including CommentSold, Firework, LiveMeUp, Sprii and TalkShopLive. This creates a bridge between the linear, scheduled nature of FAST channels and the interactive, shoppable experience of live streams. A creator could host a weekly FAST show, drive viewers to a live shopping event, and monetize both the ad inventory and the commerce.
Programmatic buying makes it easier for brands to place ads across FAST channels without manual negotiations, opening the door for smaller creators to access brand dollars that previously required a sales team.
Challenges Worth Naming
The path is not frictionless. Content localization remains a hurdle. Arabic-language programming for a 24/7 channel requires volume, and most MENA creators are optimized for short-form, not long-form linear programming. Measurement is another gap. The region lacks a standardized currency for FAST viewership, making it harder for brands to commit budgets. And satellite TV is entrenched. Millions of households still default to free-to-air channels, and the habit of grazing through linear TV is not dead.
But these challenges are surmountable. The same global growth data that shows FAST’s momentum—Stenberg’s 43% viewership increase—also shows that the content normalization YouTube created is a tailwind. Creators who already produce long-form content, or who can repurpose their back catalog, have a head start. Satellite TV’s inertia creates a window for agile entrants. The window will not stay open forever.
How to Pilot a FAST Channel in MENA
Brands and creators do not need a large upfront investment to test FAST. The playbook is already visible in the US adoption patterns. Start with repurposed content. A creator’s YouTube back catalog, edited into thematic blocks, becomes a channel. A brand’s campaign videos, strung together with interstitial ads, becomes a programming slot.
Partner with a global platform that already has distribution. Roku and Tubi are actively expanding internationally, and their programmatic ad tools—which saw 40% YoY growth in Q1 2026, per Peterson—make it possible to start small and scale based on performance data. Target niche audiences first. A channel focused on Saudi cooking shows, or Egyptian comedy sketches, or Levantine travel vlogs, can find a loyal audience before trying to compete with general entertainment.
The live commerce tools Meta is expanding—working with platforms like CommentSold and Sprii—can be layered on top. A FAST channel drives awareness. A live shopping event on Instagram or Facebook drives conversion. The loop closes.
The opportunity is not about replacing satellite TV overnight. It is about being the first to build a channel that feels like it belongs to the region, programmed by the people who understand its audiences. The global platforms have the infrastructure. The local creators have the content. The missing piece is just someone willing to press play.