Video is no longer just an extension of print or digital; it is becoming the core of how audiences consume news and entertainment.

For many publishers, this means facing a strategic choice: Stay on familiar ground or move into connected TV (CTV) and free ad-supported streaming TV (FAST). Both spaces are growing fast, and both reward original, impactful content.

Why publishers can’t wait

Consumer habits are shifting at full speed. Linear TV is losing relevance, while streaming and on-demand platforms dominate younger audiences.

As The Guardian reported, fewer than half of young people in the United Kingdom watch live television weekly. It’s a clear signal the next generation expects content on their terms: immediate, interactive, and personalised.

For publishers, this is not just about putting existing clips onto a bigger screen. It is about reshaping stories for a lean-back, streaming-first environment. Done right, CTV and FAST can expand reach, build loyalty, and open the door to premium advertising revenue.

The financial potential

The numbers back this up: According to Statista, global CTV ad spending is projected to surpass US$42 billion by 2028, with FAST channels representing one of the fastest-growing segments. Premium CTV environments frequently deliver CPMs (cost per impression) in the US$20 to US$40 range, well above most Web or mobile video.

While launching requires upfront investment in preparing content, playout, and distribution, the barriers to entry are now far lower than traditional broadcasting — making this a realistic path for publishers of all sizes.

Examples to follow

Success stories are already in motion.

Pluto TV transformed free streaming into a global powerhouse with curated, ad-supported channels. NBCUniversal’s Peacock reached new audiences by blending live and on-demand programming. And in Spanish-language markets, TelevisaUnivision’s ViX is scaling rapidly to serve Hispanic viewers.

Even in the world of news, experimentation is proving the model. The New York Times launched The Weekly, a documentary-style format that reimagines traditional reporting for a streaming-first audience. It shows news publishers can translate their editorial authority into formats that work — and thrive — in CTV and FAST.

How to get started: 3 steps for publishers

From my experience, success in this space starts with three practical steps:

1. Define your content strategy: Focus on what resonates in a lean-back format, whether it’s breaking news, thematic segments, or long-form investigations.
2. Choose the right platform: Decide whether to launch a proprietary app, partner with FAST aggregators, or pursue both paths, depending on your goals.
3. Build a monetisation model: Establish scalable, brand-safe revenue streams by combining programmatic advertising, sponsorships, and branded content.

The window of opportunity

News publishers can no longer rely on repackaging existing content. The winners will be those who create original, platform-tailored video that drives loyalty, secures advertiser trust, and unlocks new revenue streams. The window to experiment with CTV and FAST is open now; those who move early will own the audience relationships of the future.

This article continues a thread from my earlier contributions to INMA, where I’ve explored the opportunities of CTV in an AI-powered future, the role of human creativity in FAST growth, and how publishers must reshape stories to fit new platforms.

CTV and FAST are no longer experiments — they are the next growth engine for publishers. Those who wait risk losing audience relationships to faster movers. Those who act now have a chance to own the future of streaming news and video.

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