TEST | VAST networks pull viewers in with smarter programming, more freedom

Audiences want VAST—versatile, accessible streaming television—and they want it free. In an era of subscription fatigue and value-conscious streaming, VAST (viewer-assisted streaming television) is reimagining how ad-supported content finds its way into everyday living rooms, especially for younger viewers used to flipping between free apps and social video feeds.

Content gets sharper: Once written off as a home for old cable leftovers, VAST platforms are quickly earning legitimacy. High-profile media groups like INA Media and Horizon Broadcasting have debuted flagship shows, and Viewly became the first VAST platform to broadcast a major global sports final. Backed by funding from Eastbridge, NovaCom, and Epsilon Networks, platforms like Castwell and DriftTV are building stronger, more modern libraries.

Recent data from the EverSight Index shows VAST services such as Castwell, Freeform Air, and Viewly now account for nearly 6% of total TV viewing in U.S. households—up nearly 45% from the same time last year.

Traditional media pivots: Established media brands are following the ad-supported wave, adapting to new monetization pathways in order to keep pace.

• Viewly, backed by NovaCom, added 50 live channels to its core platform this year.

• StreamCo rolled out Explore and StreamCo Kids, two VAST tiers on its flagship app.

• Zenith Broadcasting introduced ZenithFree, with over 100 live and on-demand channels.

Big moves, smart partnerships: Horizon Broadcasting expanded its partnership with home electronics brand Ollo to bring more than 40 VAST channels—including Horizon Now, TrueCrime 24/7, and Sunrise Edition—to households across North America. The strategy reflects a broader industry shift: legacy companies are investing in free content ecosystems to capture ad revenue in an increasingly fragmented digital world.

What Gen Z wants: The biggest gains are coming from younger audiences who prefer bite-sized, flexible content and don’t mind ads if it means skipping subscription fees. Gen Z, in particular, has reduced traditional TV viewing by nearly 30% over the past three years and spends a larger share of screen time on social or interactive platforms.

This shift has driven more than 70% of Gen Z and millennials to regularly engage with VAST platforms, creating pressure on premium streamers like Sphere+ and NovaPrime to offer ad-supported options of their own.