FAST Market Developments in CEE: Poland and Ukraine Lead the Way
The FAST (Free Ad-Supported Streaming Television) market in Central and Eastern Europe (CEE) is showing signs of evolution, with two markets leading the way - Poland and Ukraine. Both countries demonstrate how local conditions—ranging from media consumption habits to advertising infrastructure—can shape the success of this digital distribution model. Yet, in much of the region, FAST remains a niche concept, facing structural, technical, and commercial hurdles.
In Ukraine, the rapid rise of FAST channels has been driven by necessity and innovation. Amid the challenges of war and a shifting media environment, OTT platforms like Megogo, Kyivstar TV, and Sweet.tv have leaned into the FAST model, integrating niche channels with uninterrupted linear-style viewing. As a result, according to Serhyi Boyko of Big Data UA, the monetization of digital advertising through FAST now comprises a meaningful slice of Ukraine’s growing digital ad spend which as of 2024 amounted to 886 million euros, as per IAB Europe. Measurement services like Big Data UA have begun tracking these channels, confirming their strong viewership. As of late 2024, FAST offerings attracted 5 million monthly viewers, with popular channels including The World Inside Out, SpongeBob SquarePants, and Supermama.
Ukraine’s FAST ecosystem is supported by a hybrid monetization model—advertising supplemented by content licensing and royalties. Major sales houses like Vidzone, Infinitas (Iplus), and Media International Service have played crucial roles in monetizing content, with revenue sharing split between platforms and rights holders. Despite a lack of unified measurement akin to Nielsen, the platforms’ own analytics departments ensure data-driven advertising, while initiatives to create a unified panel are underway. Notably, Kyivstar TV and Sweet.tv are open to such collaboration, recognizing the need for standardized metrics to build advertiser confidence.
Poland, on the other hand, is experiencing a boom in FAST driven by international giants. Rakuten TV has emerged as a leading force in the Central and Eastern European (CEE) FAST market, particularly in Poland, where it launched its first owned and operated FAST channel, Top Movies Polska, in June 2023 and now has over 70 FAST channels. TVN Warner Bros. Discovery is at the forefront among the local players, having launched 22 FAST channels on its Player platform, including thematic channels like TVN Brzydula (Ugly Betty) and TVN Mam Talent (Got Talent). Pubcaster TVP (Telewizja Polska) has followed suit, recently launching its first FAST channel focused on the long-running series Na dobre i na złe (For Better or Worse), with plans for 20 more. These offerings complement Poland’s already vibrant OTT ecosystem, which includes Polsat’s plans for 20 FAST channels via Polsat Box Go. Together, these developments are creating a robust, competitive FAST landscape.
Despite these positive developments, there are limitations. While TVN and TVP offer their FAST channels free of charge, Polsat’s are currently locked behind paywalls. Meanwhile, other players like Canal+ remain hesitant, citing strong performance in traditional TV advertising and a lack of incentives for moving into FAST. Similarly, major smart TV providers like Samsung and LG have yet to launch their FAST services in Poland, limiting international integration and reach. And while Samsung says it is looking into the Polish market, LG has no such plans.
The appeal of FAST in Poland lies in its cost-free access to linear and on-demand content, particularly as inflation has made paid subscriptions less attractive to some consumers. Additionally, Polish broadcasters, including TVP and Polsat, have begun experimenting with FAST as a way to monetize their content in new ways.
Beyond Poland and Ukraine, FAST penetration remains modest across most of CEE. Countries like Romania, Bulgaria, the Western Balkans, and Slovakia have not seen the same level of investment or innovation. Several barriers persist: fragmented markets, limited advertising budgets, lower smart TV penetration, and a slow transition from linear to digital viewing. In many of these countries, pay TV and basic OTT services remain the dominant content delivery models, while rights holders are yet to fully embrace FAST as a monetization strategy.
Even in Ukraine, the sustainability of FAST is being questioned by some media executives. While platforms are bullish, major media groups like Starlight Media are taking a more cautious approach. Their focus remains on content monetization through paid channels and YouTube, citing concerns about FAST’s long-term profitability and the saturation of the market. According to Vitaly Sperkach of Starlight Media, launching FAST channels requires careful cost-benefit analysis—especially in a media landscape still recovering from war-induced disruption.
Meanwhile, the advertising landscape continues to evolve. In Ukraine, OTT platforms are transforming how ads are sold and targeted. Technologies like StarAds by Kyivstar TV allow for real-time ad campaign adjustments, addressable TV, and geotargeting. As advertisers look to reach younger, digitally native viewers who are moving away from linear TV, FAST offers an attractive solution—especially when YouTube Premium blocks conventional advertising.
In Greece, the FAST market is still in its early stages, but significant developments are underway. Major commercial broadcasters, including United Group (Alpha, Star Channel), and Mega Channel, are reportedly in talks to create a joint free streaming platform that will include both traditional channels and new FAST channels. This platform, supported by advertising and without a subscription fee, would mark a substantial shift in the Greek media landscape, which has been dominated by linear and pay TV services. The initiative, reportedly spearheaded by United Group’s Dragan Šolak, suggests a growing recognition of the FAST model’s potential to engage broad audiences while offering new monetization opportunities through digital ad sales. If successful, this could position Greece as another promising FAST market in Southern Europe.
At the same time, players like pubcaster ERT and ANT1, have their own successful streaming services which can be used as a launchpad for FAST channels. ERT has several such services on ERTFLIX and HbbTV, including occasional pop-up channels for events like the Eurovision Song Contest.
The Czech Republic and Slovakia have seen moderate FAST growth but those channels face competition from established pay TV services. However, Czechia has been identified as holding potential by some big international players. In Hungary and Romania, FAST is still in the early stages. While RTL Hungary and PRO TV have experimented with free streaming on RTL+ and Voyo, traditional TV and SVOD dominate. As for the Baltic States (Estonia, Latvia, Lithuania): FAST adoption is low, with Netflix and local VOD platforms like Go3 (Baltics) leading the market.
In countries like Bulgaria, Serbia, and Croatia, FAST remains underdeveloped. Pay TV and piracy dominate, and local broadcasters have been slow to invest in free ad-supported streaming. Factors such as underdeveloped digital advertising ecosystems, lower smart TV penetration/connectivity, regulatory ambiguity, and limited local content production for digital-first environments hinder its expansion. Broadcasters in these markets continue to prioritize traditional pay TV or basic OTT services, often without the infrastructure or strategy to build sustainable FAST models.
Looking ahead, the growth of FAST in CEE will depend on broader adoption of smart devices, unified measurement standards, and a steady pipeline of relevant, local content. While Poland and Ukraine demonstrate that FAST can be a profitable model with the right market conditions, other countries will need stronger commercial incentives and better infrastructure to catch up. As content libraries expand and digital ad spending increases, more broadcasters may find FAST an irresistible avenue for both audience engagement and revenue generation.
The coming years will determine whether this model can establish a lasting presence across the region or remain limited to its early adopters. If more viewers cut costs and advertisers seek digital alternatives to linear TV, FAST could become a major force—especially in price-sensitive economies. However, its success will depend on local content partnerships and overcoming pay TV dominance in slower-adopting markets where it remains largely affordable for the vast majority of the households.
Ukraine’s FAST ecosystem is supported by a hybrid monetization model—advertising supplemented by content licensing and royalties. Major sales houses like Vidzone, Infinitas (Iplus), and Media International Service have played crucial roles in monetizing content, with revenue sharing split between platforms and rights holders. Despite a lack of unified measurement akin to Nielsen, the platforms’ own analytics departments ensure data-driven advertising, while initiatives to create a unified panel are underway. Notably, Kyivstar TV and Sweet.tv are open to such collaboration, recognizing the need for standardized metrics to build advertiser confidence.
Poland, on the other hand, is experiencing a boom in FAST driven by international giants. Rakuten TV has emerged as a leading force in the Central and Eastern European (CEE) FAST market, particularly in Poland, where it launched its first owned and operated FAST channel, Top Movies Polska, in June 2023 and now has over 70 FAST channels. TVN Warner Bros. Discovery is at the forefront among the local players, having launched 22 FAST channels on its Player platform, including thematic channels like TVN Brzydula (Ugly Betty) and TVN Mam Talent (Got Talent). Pubcaster TVP (Telewizja Polska) has followed suit, recently launching its first FAST channel focused on the long-running series Na dobre i na złe (For Better or Worse), with plans for 20 more. These offerings complement Poland’s already vibrant OTT ecosystem, which includes Polsat’s plans for 20 FAST channels via Polsat Box Go. Together, these developments are creating a robust, competitive FAST landscape.
Despite these positive developments, there are limitations. While TVN and TVP offer their FAST channels free of charge, Polsat’s are currently locked behind paywalls. Meanwhile, other players like Canal+ remain hesitant, citing strong performance in traditional TV advertising and a lack of incentives for moving into FAST. Similarly, major smart TV providers like Samsung and LG have yet to launch their FAST services in Poland, limiting international integration and reach. And while Samsung says it is looking into the Polish market, LG has no such plans.
The appeal of FAST in Poland lies in its cost-free access to linear and on-demand content, particularly as inflation has made paid subscriptions less attractive to some consumers. Additionally, Polish broadcasters, including TVP and Polsat, have begun experimenting with FAST as a way to monetize their content in new ways.
Beyond Poland and Ukraine, FAST penetration remains modest across most of CEE. Countries like Romania, Bulgaria, the Western Balkans, and Slovakia have not seen the same level of investment or innovation. Several barriers persist: fragmented markets, limited advertising budgets, lower smart TV penetration, and a slow transition from linear to digital viewing. In many of these countries, pay TV and basic OTT services remain the dominant content delivery models, while rights holders are yet to fully embrace FAST as a monetization strategy.
Even in Ukraine, the sustainability of FAST is being questioned by some media executives. While platforms are bullish, major media groups like Starlight Media are taking a more cautious approach. Their focus remains on content monetization through paid channels and YouTube, citing concerns about FAST’s long-term profitability and the saturation of the market. According to Vitaly Sperkach of Starlight Media, launching FAST channels requires careful cost-benefit analysis—especially in a media landscape still recovering from war-induced disruption.
Meanwhile, the advertising landscape continues to evolve. In Ukraine, OTT platforms are transforming how ads are sold and targeted. Technologies like StarAds by Kyivstar TV allow for real-time ad campaign adjustments, addressable TV, and geotargeting. As advertisers look to reach younger, digitally native viewers who are moving away from linear TV, FAST offers an attractive solution—especially when YouTube Premium blocks conventional advertising.
In Greece, the FAST market is still in its early stages, but significant developments are underway. Major commercial broadcasters, including United Group (Alpha, Star Channel), and Mega Channel, are reportedly in talks to create a joint free streaming platform that will include both traditional channels and new FAST channels. This platform, supported by advertising and without a subscription fee, would mark a substantial shift in the Greek media landscape, which has been dominated by linear and pay TV services. The initiative, reportedly spearheaded by United Group’s Dragan Šolak, suggests a growing recognition of the FAST model’s potential to engage broad audiences while offering new monetization opportunities through digital ad sales. If successful, this could position Greece as another promising FAST market in Southern Europe.
At the same time, players like pubcaster ERT and ANT1, have their own successful streaming services which can be used as a launchpad for FAST channels. ERT has several such services on ERTFLIX and HbbTV, including occasional pop-up channels for events like the Eurovision Song Contest.
The Czech Republic and Slovakia have seen moderate FAST growth but those channels face competition from established pay TV services. However, Czechia has been identified as holding potential by some big international players. In Hungary and Romania, FAST is still in the early stages. While RTL Hungary and PRO TV have experimented with free streaming on RTL+ and Voyo, traditional TV and SVOD dominate. As for the Baltic States (Estonia, Latvia, Lithuania): FAST adoption is low, with Netflix and local VOD platforms like Go3 (Baltics) leading the market.
In countries like Bulgaria, Serbia, and Croatia, FAST remains underdeveloped. Pay TV and piracy dominate, and local broadcasters have been slow to invest in free ad-supported streaming. Factors such as underdeveloped digital advertising ecosystems, lower smart TV penetration/connectivity, regulatory ambiguity, and limited local content production for digital-first environments hinder its expansion. Broadcasters in these markets continue to prioritize traditional pay TV or basic OTT services, often without the infrastructure or strategy to build sustainable FAST models.
Looking ahead, the growth of FAST in CEE will depend on broader adoption of smart devices, unified measurement standards, and a steady pipeline of relevant, local content. While Poland and Ukraine demonstrate that FAST can be a profitable model with the right market conditions, other countries will need stronger commercial incentives and better infrastructure to catch up. As content libraries expand and digital ad spending increases, more broadcasters may find FAST an irresistible avenue for both audience engagement and revenue generation.
The coming years will determine whether this model can establish a lasting presence across the region or remain limited to its early adopters. If more viewers cut costs and advertisers seek digital alternatives to linear TV, FAST could become a major force—especially in price-sensitive economies. However, its success will depend on local content partnerships and overcoming pay TV dominance in slower-adopting markets where it remains largely affordable for the vast majority of the households.
