New data from Wurl shows encouraging signs about FAST adoption, but accompanied by ongoing monetization challenges. The number of monthly active households watching FAST channels increased by 12% (though Wurl doesn’t disclose how many MAUs that translates to). In addition, average daily hours of viewing per household increased by 16% (again Wurl doesn’t share how many hours that is). Combined Wurl says the increase in total hours of viewing was up 29% in the past 12 months. 

But while viewership is up, monetization remains challenged. In particular, Wurl reported that ad fill rates continued their downward trend. As we discuss, monthly fill rates were down in six of the first eight months of 2025 vs. 2024, after having declined in 11 of the 12 months of 2024 vs. 2023.

Content choices are exploding, distribution platforms are proliferating and people are watching more content for free. All that is creating disequilibriums in FAST monetization.  

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Disney has raised prices for its streaming services again, by up to 20%. Following past increases CEO Bob Iger has said that subscriber retention held up well. But Disney+ and Hulu are now the highest-priced premium SVOD services and consumers are budget-conscious as always. Further, at the new price of $12 per month, Disney+ and Hulu are now 50% more expensive than Netflix’s Standard plan with ads. 

Meanwhile, as Colin notes the aggregate cost of the top SVOD services ad-free tiers has soared from $78 per month to $102 per month in the past two years, far surpassing the inflation rate. 

As we discuss, all of this adds up to heightened subscriber retention risk going forward. 

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Antenna reported that ESPN and Fox One gained one million subscribers in their first 10 days, with ESPN gaining the majority. Colin and I discuss whether that’s a lot, or not. We continue to be challenged to understand just how big the target market is for these two sports streaming services. Antenna also said 60% of Fox One’s subscribers came in via Amazon, underscoring its importance to the ecosystem. 

Meanwhile YouTube held its annual “Made on YouTube” event, where it disclosed it has paid out a whopping $100 billion to creators in the past four years. We wonder how that compares to what TV networks and studios have paid out to their creators over the same period? YouTube also shared a number of product updates. 

Last, we delve into ongoing innovations at Amazon and - given its aggressiveness and heft - speculate on whether Super Bowl LXXV in 2041 will actually be known as “Amazon Super Bowl LXXV” (not that far-fetched).

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YouTube said it had 17 million viewers for last Friday’s global livestream of the Chiefs-Chargers game from Brazil. YouTube said that was a new record for livestream. While the game was a one off license, the success of the livestream suggests YouTube’s appetite for more international streaming of NFL game could be whetted. And that the NFL will be further incented to create international rights packages. All of that would add to the considerable momentum behind digital players’ involvement with sports. 

Elsewhere, we discuss Bending Spoons’ acquisition of streaming stalwart Vimeo for $1.4 billion, Paramount Skydance’s efforts to resuscitate MTV’s cultural relevance, and the news from Google that Gemini is being built into a TCL smart TV. 

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