Live Programming on FAST: A Strategic Guide for Content Companies

Introduction

As audiences continue to migrate to free ad-supported streaming TV (FAST), live programming has emerged as a powerful engine for discovery and engagement.

Whether it’s sports, concerts, or exclusive behind-the-scenes reality content, live events give viewers a reason to tune in now, creating appointment-viewing moments that drive spikes in engagement, elevate channel visibility, and unlock new monetization opportunities.

This guide explores the evolving state of live programming on FAST, drawing on real-world insights from leaders who are succeeding with it today.

The state of live programming

As streaming overtakes linear TV, live programming is emerging as one of the biggest opportunities for platforms looking to deepen engagement. In May 2025, streaming accounted for nearly 45% of total U.S. TV viewership, far surpassing cable and broadcast. Yet when it comes to live content, traditional linear still holds an edge — 81 of the top 100 most-watched linear programs in 2024 were live sports events, while political debates and cultural mainstays like the Oscars and Thanksgiving Day Parade comprised others.

Historically, free streaming TV’s rise was powered by on-demand viewing — scripted series, film libraries, and bingeable content — with some publishers dabbling in appointment-based programming for their most premium shows. But that model alone may not be enough to win the next phase of audience growth. Today, leading streamers are making bold investments in live programming to create recurring habits and drive appointment-based engagement. It started with subscription platforms building out their live sports lineups and live reality TV reunions. Now, FAST is entering this race with momentum of its own.

In a landmark moment for the category, the 2025 Super Bowl was streamed live on Tubi, marking the first time a FAST service carried an event of that scale. The result? Tubi’s audience multiplied 16x compared to its January average and captured nearly one-third of all streaming usage during the game. That kind of spike demonstrates what’s possible when FAST pairs its wide distribution and accessibility with high-quality, live content.

And yet, the opportunity is still wide open. According to recent Wurl data, sports accounts for just 2.7% of total viewing hours on FAST, compared to 19.1% on linear TV as was reported by Nielsen in 2023. That gap signals a massive opportunity for content owners and platforms to bring more live sports into the FAST ecosystem and win over audiences still tuning in elsewhere. As platforms look to replicate the ritual and cultural resonance of cable-era TV, live programming — especially sports — may prove to be the key, not just to viewership, but to loyalty in a highly competitive landscape.

The business case for live programming on FAST

Channel discovery

Viewership of free ad-supported streaming TV (FAST) continues to surge — with total viewing hours up 29% year over year and nearly half of U.S. households tuning in weekly. But growth brings competition. In a landscape now crowded with over 1,900 unique channels, live content offers a rare kind of differentiation. It creates urgency — a reason to tune in now rather than later — and transforms viewing into a shared, in-the-moment experience. For streaming platforms and channels, live moments are highly promotable, driving spikes in engagement and discovery.

Every time we run a live event, we see a bump in viewership—sometimes up to 400%. And with the right promotion and follow-up content, that lift can last days.

Loren Wilson

CEO

SPACEMOB (Answer Media)

Engagement and retention

Live programming has a lasting halo effect. Viewers who discover a channel through a live event often stick around — watching highlight clips, exploring companion content, or tuning into the next event. This makes live a powerful entry point into longer-term audience engagement. And it doesn’t have to be a tentpole event to drive results. Niche formats — like tryouts, qualifying rounds, interviews, or even behind-the-scenes footage — can be just as effective.

We’ve seen sporting leagues and events in Europe – like FIFA and Wimbledon – lean into live content as a way to reach and engage audiences across regions. And, much of that increased adoption of live capabilities can be attributed to the fact that it’s never been easier. Doing live sports in the old world of linear and broadcast was highly expensive and complicated; with today’s technological innovation in streaming, however, those costs have come way down. Technology has opened up the ability to show live sports very easily and at a relatively low cost.

Keith Bedford

General Manager, EMEA

Wurl

Monetization

Live events draw larger audiences and open the door to more flexible and valuable monetization opportunities. Natural breaks in programming, such as halftimes, intermissions, or delays, provide ideal moments for flexible ad pods that wouldn’t be feasible in VOD or linear replays. Meanwhile, shorter pauses, like timeouts or injury breaks, are well-suited for in-stream ad formats like picture-in-picture or overlay ads. Because viewers expect these breaks, they don’t disrupt the experience. Combined with higher viewership and diversified ad placements, live programming can generate more monetizable ad impressions than pre-recorded content, while also delivering stronger viewer engagement. This combination of scaled reach and attention makes live programming especially appealing to advertisers, often commanding higher CPMs than on-demand content as a result.

Keys to success: How to capitalize on live events

Break into new platforms

The FAST ecosystem has matured — and with it, the bar for getting channels carried by top-tier streaming platforms. Platforms like Roku, Samsung TV Plus, and Pluto TV are no longer adding every channel that knocks on the door. Instead, they’re curating lineups with a focus on quality, engagement, and differentiation.

That’s where live programming becomes a strategic unlock. For streamers, live content offers something most channels can’t: appointment viewing with a built-in fan base. It gives viewers a reason to tune in now — and that drives spikes in engagement, higher session lengths, and increased time spent on-platform. Whether it’s niche sports, special events, or fan-fueled cultural moments, live content can be your ticket to platform distribution.

On FAST, it’s hard to stand out unless you’re doing something different. Live is that difference.

Nick Olsen

Content Manager

Glory Kickboxing (GSUKCO Limited)

Drive channel discovery

Live programming is one of the most effective tools for driving visibility on FAST — not just for content owners but also for platforms. That mutual value is why streamers are often eager to promote live events, sometimes at no cost. From homepage takeovers to “What’s On Now” carousels, live content regularly gets prioritized in FAST platform UIs, giving your channel a front-row seat in discovery zones.

To make the most of that opportunity, treat streamers like partners. Share advance schedules, supply high-quality promotional assets, and coordinate cross-channel marketing. The more collaborative you are, the more likely streamers are to invest in promoting your content — helping you reach new audiences organically.

Many of our platform partners prioritize live content above everything else. When you have a live event, they’ll push your channel to the front of the guide, promote it across their UI, and often do it at no cost. If you’re already producing live events, it’s one of the most effective — and cost-efficient — ways to boost channel visibility without paying for placement.

Nick Olsen

Content Manager

Glory Kickboxing (GSUKCO Limited)

Already have a fan base? Use it. Social platforms, email lists, and owned communities can all be powerful drivers of live tune-in. Directing fans to a FAST channel for a special live event not only boosts viewership, it may introduce them to the free streaming TV ecosystem for the first time — creating a bridge between your brand or event and the platform.

And while the live event may be brief, the impact can last. By using branded bumpers and promotional slates before and after the event to reinforce your channel, you can tease what’s coming next and keep your audience engaged. A simple “Next Live Event” slate or call to action can turn a single stream into a recurring habit — helping your channel stay top of mind long after the event ends.

Channel discovery quick tips

Collaborate with streamers: Treat distribution partners as marketing allies — share live schedules, promo assets, and coordinate campaigns to unlock featured placement on platform homepages and carousels.

Leverage your existing audience: Promote live events through your social channels, newsletters, and fan communities to drive tune-in and introduce new viewers to your FAST presence.

Use the moment to build momentum: Branded slates and bumpers before, during, and after live events can reinforce your channel identity and encourage repeat viewing.

Increase your ad yield

Live programming doesn’t just draw an audience — it brings one that advertisers are willing to pay a premium to reach. Spikes in viewership during live events translate to more impressions, more highly-engaged eyeballs, and inventory that commands premium CPMs.

For content owners, this presents a valuable opportunity: use live moments as a catalyst to start new conversations with advertisers, pitch exclusive sponsorships, or expand direct relationships. With the right strategy, a single live broadcast can evolve into a broader campaign, long-term brand partnership, and a repeatable monetization playbook.

Live events aren’t just powerful for drawing audiences and sponsors; they also unlock unique monetization opportunities.

Halftime gives us a built-in opportunity to extend ad breaks without disrupting the viewer experience. Audiences not only expect a pause, they see it as part of the rhythm of a live event. It feels natural. Streamers recognize that too, often giving us more flexibility around ad loads because they understand the circumstances of the live event.

Loren Wilson

CEO

SPACEMOB (Answer Media)

In some cases, the best monetization doesn’t come during the break — it happens during the stream. In-stream overlay ad formats allow advertisers to engage viewers during non-action moments like crowd shots, downtime, or transitions between performances. These formats work well when there isn’t enough time for a full commercial break before the action resumes.

Wurl’s integration with Transmit makes using these in-stream ads and connecting with advertiser demand for these placements easy and seamless. Transmit enables elegant, non-disruptive L-bar, overlay, or picture-in-picture ads that appear in-stream, offering new monetization opportunities that don’t pull viewers away from the event, and can be paired with traditional ad breaks to generate incremental revenue. These placements can be easily filled using independently negotiated direct-sold campaigns or Transmits Demand Marketplace, which connects available inventory to a large network of advertisers.

Sports rights holders’ partner with Scripps to solve their biggest challenge: reaching fans on every platform. We deliver a massive, unified audience through our local station depth and national networks, which contributes viewership across linear television and streaming for live events like Athlos NYC. Partnering with Wurl and Transmit to integrate in-stream ads allowed us to connect with viewers during high-attention moments without disrupting the action. It’s a powerful example of how advertisers can work with Scripps to engage with one of the largest concurrent audiences in FAST.

Seth Walters

VP, Head of CTV Sales

The E.W. Scripps Company (ION)

Monetization quick tips

Turn live events into advertiser conversations: Use live programming as an opportunity to pitch sponsorships, secure direct deals, and strengthen long-term brand relationships.

Maximize ad inventory during natural pauses: Leverage halftimes, timeouts, and intermissions to run longer or additional ad pods without disrupting the viewer experience.

Monetize in the moment: Use in-stream ad formats like overlays, L-bars, and picture-in-picture to capture incremental revenue during non-action moments.

New to live streaming? Keep these tips in mind:

To deliver a seamless, broadcast-quality experience—and avoid costly mistakes—publishers must take a more strategic approach than simply flipping a switch and running a raw feed of the event. That means curating transitions and on-screen scorebugs or informational graphics, anticipating what could go wrong, aligning tightly with event teams, and treating every on-screen moment as intentional.

Plan ahead for continued engagement

Live content delivers the most value when it feels intentional. That starts with planning purposeful on-air elements that guide and engage the viewer. Think branded slates for timeouts, six-second bumpers leading into breaks, or persistent graphics showing scores, timers, or key stats. These details don’t just provide context — they keep the experience feeling intentional, polished, and on-brand.

It’s also important to rethink what fills downtime. While in-venue segments like mascot races or music breaks entertain a live audience, they often fall flat on screen. Instead, build in fan-focused content designed for streaming: interviews, highlight reels, or behind-the-scenes clips that sustain momentum and deepen engagement.

Stay in sync with event teams

Successful live programming relies on real-time coordination. From last-minute format changes to weather delays, staying connected with the on-site production team isn’t optional — it’s essential.

“At the Monster Jam World Finals in Salt Lake City over this past 4th of July weekend, I sat in the production booth alongside Monster Jam production teams. That’s how we knew precisely when to cut to commercial & when to come back to the action—so we didn’t miss the start of a race or miss any part of a debut stunt. These things aren’t always in the script, so we had to be nimble.

Casey Murawski

COO

SPACEMOB (Answer Media)

Communication methods will vary. While some teams may prefer a shared run sheet, others use open comms channels. The more closely your team is integrated into those workflows, the more confidently you can time ad breaks, bumpers, and transitions.

Prepare for the unscripted

Weather delays, technical issues, or sudden schedule changes can break a good viewing experience if you’re scrambling to fill dead air. Instead, build a library of purposeful backup content: archival footage, interviews, behind-the-scenes segments, or qualifying rounds that align with the event and keep fans engaged. Pair that with branded slates, lower-thirds, or persistent messaging that clearly communicates what’s happening at the event.

When a storm cell hit the Monster Jam World Finals just as the event was about to go live, the venue forced a delay until the system passed. Luckily, we had a contingency plan for this and had lower-third graphics ready to go: ‘Weather delay in progress.’ And we rolled archival footage of how the drivers qualified to get to World Finals. We planned for 90 minutes of content just in case a weather event like this happened—and it paid off. After 50 minutes the event was back on and we transitioned into Live beautifully.

Casey Murawski

COO

SPACEMOB (Answer Media)

Live execution checklist

Prioritize the FAST viewer experience over just airing the raw feed

Align with venue producers early to review the run of show, and stay in communication with the on-site team to anticipate the timing of key moments and delays

Create branded slates and bumpers for transitions and unexpected pauses

Keep backup content on hand (highlight reels, interviews, behind-the-scenes)

Dynamically produce and monetize live events with Wurl

Whether you’re hosting a live sporting event, live news segment, or a behind-the-scenes fan moment, Wurl gives you the tools to program, distribute, and monetize live events — all in one streamlined platform. With Global FAST Pass, content owners can create and manage broadcast-quality channels with advanced editorial and production tools designed specifically for live events.

Key capabilities include:

• Self-serve stream control: Seamlessly switch live feeds on/off and insert ad breaks in real time
• Flexible monetization options: Support for both traditional ad pods and in-stream formats like overlays and L-bars (via Transmit integration)
• Distribution support: Guidance for navigating streamer negotiations and platform-specific requirements

Whether you’re exploring live for the first time or scaling your current strategy, Wurl provides the tools and operational support to help you execute with confidence.

Key takeaways

Live content opens doors

In a crowded FAST landscape, live programming helps channels break into premium distribution platforms by offering something unique: appointment-based viewing that drives engagement and watch time.

Streamers are your allies

FAST platforms benefit from live events, too. Collaborating with them — through scheduling, marketing assets, and co-promotion — can unlock low cost or even free promotional opportunities.

Live drives revenue

From extended ad pods to premium CPMs, live events enable flexible monetization strategies that outperform standard VOD models. Don’t overlook sponsorships, in-stream overlays, and interactive ad formats as new revenue paths.

Broadcast with intention — and a backup plan

Curate every live event for the viewers at home using graphics, score bugs, bumpers, and filler content to keep the experience seamless. And when the unexpected happens, from weather delays to technical hiccups, have backup content and graphics with messaging ready.

Your audience doesn’t just want the main event — they want the world around it

Behind-the-scenes clips, interviews, qualifying rounds, and fan-focused extras add value and deepen connection. Build your live strategy with the full experience in mind.

As the FAST ecosystem continues to evolve, live programming stands out as one of the most powerful levers content owners can pull — not just to grow audiences, but to drive real, measurable business outcomes.

Wurl helps content companies do just that. From live stream distribution and monetization to expert support, Wurl provides the tools, partnerships, and expertise to make live programming on FAST a success. Ready to go live? Let’s talk.

Partners

The E.W. Scripps Company · SPACEMOB · Answer Media · Glory Kickboxing · Professional Fighters League