FASTMaster's audit of the Martha Stewart Channel across five major FAST services exposes how channel-count dominance no longer guarantees ad revenue—even as Wurl data shows total FAST viewing surging 29% year over year.

Samsung TV Plus homepage. Smosh, Challenge Accepted, Mark Rober TV and The Martha Stewart Channel sit front-and-center—the lifestyle and creator-led channels that anchor today's FAST shelf. (Source: Samsung TV Plus)

Same 30-minute episode. Same ad slot. Roughly threefold revenue gap.

That is the picture emerging from US media analyst FASTMaster's simultaneous audit of the Martha Stewart Channel across five major FAST (Free Ad-Supported Streaming TV) services. The Roku Channel and Pluto TV sold every ad slot for a perfect 100% fill rate, while Amazon's Prime Video—despite carrying more than 800 FAST channels, the largest collection in the market—filled just 33% of its inventory.

같은 채널인데 광고 충전율은 33% vs 100%...FAST 광고 시장, 플랫폼 선택이 새 승부처로
FAST플랫폼의 변신. 같은 FAST 채널이라도 플랫폼에 따라 광고 충전율이 33%에서 100%까지 갈려. 채널 수를 무한히 늘리는 전략보다 ‘어느 플랫폼에서 얼마나 잘 팔리느냐’가 FAST 광고 수익의 결정적 변수
K-EnterTech HubJung Han

The takeaway is straightforward: in the FAST ad economy, channel volume is no longer a reliable proxy for revenue. The market is moving from a land-grab phase into an efficiency phase, and platform selection has emerged as a top-line variable for content suppliers, including the Korean drama and reality producers eyeing global FAST distribution.