Why weather on FAST?

Automated, customized and localized weather content better engages the connected TV viewer.

The Weather Company

Free ad-supported streaming TV (FAST) channels are growing in number in the U.S. and across the world, opening up new ways for content to be delivered and consumed on connected TVs. Global FAST revenue has been on the rise for some time and is expected to hit $17 billion by 2029, up from $8 billion in 2023. Despite FAST growth, weather segments on FAST channels remain largely unexplored.

WEATHER STORIES ENGAGE VIEWERS

FAST enables the delivery of multiple, short,

“Broadcasters have historically been limited in their ability to create personalized or localized content based on technical limitations. Now, FAST channels have new technological advances that allow weather content to be delivered in new ways,” says Justin Tuggle, digital sales executive at The Weather Company, which offers ReelSphere, an AI tool that automatically generates local and hyperlocal weather videos. The Weather Company’s technology suite is designed to streamline meteorologists’ tasks and increase viewer engagement.

“ReelSphere can scale to both location and time, providing forecasts for any geographic area and time frame.”
Scott Eliot, The Weather Company

The Weather Company’s ReelSphere features adaptive technology that makes the production of viewer-desired weather content easier. “ReelSphere can scale to both location and time, providing forecasts for any geographic area and time frame,” explains product manager Scott Eliot.

SMART WEATHER FEATURES

Six in 10 viewers report high interest in geographically specific forecasts, per SmithGeiger survey findings. Modern weather platforms can dynamically adjust content based on real-time conditions and viewer preferences to meet these demands.

For instance, radar maps are shown only when precipitation is expected, and forecasts automatically shift focus to the weekend as Thursday and Friday approach. These smart features enhance viewer satisfaction and serve as an effective slate replacement strategy, providing engaging content during potential drop-off points while ensuring that even unsold ad slots are filled with engaging, monetizable content that retains viewer attention.

LIFESTYLE WEATHER VIDEOS

Lifestyle weather videos effectively engage viewers by providing tailored forecasts for specific activities such as hiking, biking, fishing, or dog walking. These videos offer viewers specific information so they can plan their day effectively. Additionally, these videos can be customized to reflect operator logos and branding for differentiation.

ReelSphere delivers on-demand, weather streaming content.

ReelSphere addresses the evolving needs of both broadcasters and digital operators within the FAST channel landscape. This product from The Weather Company seamlessly integrates weather content into FAST channels. ReelSphere not only fills a critical gap in the market but also offers a unique solution for slate replacement, ensuring that every moment of airtime is maximized.

MEETING VIEWER DEMANDS

Demand for accurate and relevant weather information is rising. According to Magid's research, 84% of viewers want outdoor weather planning forecasts on a streaming weather service. This includes precise temperature, precipitation, wind speed, and UV index information.

By integrating such granular insights into FAST channels, broadcasters can provide highly targeted weather stories. The specificity and relevance of hyperlocal forecasts make them valuable for viewers planning outdoor activities, solidifying their loyalty, and increasing the service's overall value.

DRIVING REVENUE GROWTH

FAST channels provide a fertile ground for attracting advertisers, given that FAST channels are the fastest-growing streaming tier in mature markets, with some 47% of U.S. households engaging weekly.

“The goal is to keep people watching,” McClamroch explains. “When viewers see blank screens or ‘we’ll be right back’ messaging, it creates a poor user experience. Running personalized weather can help networks keep people viewing, meaning more engagement and ad revenue.” This highlights the content's commercial appeal and potential to attract advertisers.

While all the weather content can be sponsored, if there is no sponsor, there is also value in using these weather video reels to help avoid churn.

CONCLUSION

By embracing technologies like those offered by The Weather Company’s ReelSphere, broadcasters, streaming channels, and digital operators can deliver personalized, multilingual weather updates and lifestyle-focused content that resonate with diverse audiences. These innovations enhance the viewer experience, help retain audiences, and create new avenues for monetization, making weather content an essential component of any FAST channel strategy.