Why Should Broadcasters in Vietnam Think About Launching FAST Channels?
Vietnam is undergoing a significant digital transformation, considered the “golden key” to national development. In an article published on January 13, 2025, General Secretary Tô Lâm emphasized its importance. He stated that science, technology, and innovation are key drivers of economic growth. They play a crucial role in helping Vietnam overcome the middle-income trap and avoid falling behind.
In the television industry, the expansion of the Internet and technological infrastructure is creating new opportunities. It enables the adoption of modern and innovative broadcasting solutions. One notable example is FAST channels, which are regarded as the future of television.
FAST channels are free, ad-supported online television channels that help attract audiences and generate revenue. Their implementation not only meets the public’s demand for free content but also accelerates the national digital transformation. This advancement drives Vietnam forward on the path of industrialization and modernization.
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Challenges for Vietnamese Television in the Digital Era
The television industry is changing rapidly. With the rise of global streaming platforms like Netflix and Apple TV, traditional television faces intense competition. More viewers, especially younger audiences, are shifting from traditional TV to online content.
This presents a major challenge for broadcasters but also opens up a new opportunity: FAST Channel. These are free, digital-based television channels that generate revenue through advertising. Due to their convenience and strong revenue potential, FAST Channels are growing rapidly worldwide, especially in the U.S. and Europe. With the rapid expansion of the Internet and increasing demand for free content, FAST channels support broadcasters in attracting new audiences, boosting revenue, and maintaining their position in the digital era.
Why FAST Channel Can Be a Good Fit for the Vietnamese Market
Vietnamese People are Tech Savvy and Open to New Trends
Vietnam is one of the fastest adopters of new technology in Southeast Asia. According to We Are Social’s Q1 2024 report, the country had over 78.44 million Internet users, accounting for 79.1% of the population. Additionally, the average daily Internet usage in Vietnam reached 6 hours and 18 minutes, highlighting a strong engagement with digital platforms.
The rise of technology extends beyond Internet usage and into online entertainment. According to Statista, over 94% of Vietnamese Internet users watch online videos weekly, with ad-supported free platforms like YouTube and TikTok being the most popular. This indicates a clear shift in content consumption habits, moving away from traditional television toward free online streaming models.
FAST Channels—free, ad-supported television channels—are well-suited to this trend. Vietnamese audiences, known for their openness to new technologies, are willing to explore and adopt FAST Channels. This model offers a dual benefit: access to free content while maintaining a viewing experience similar to traditional TV.
FAST channels support broadcasters in Vietnam can leverage this shift to attract audiences, expand their market reach, and increase advertising revenue. As viewers become more familiar with AVOD (advertising-supported video on demand) models, adopting FAST Channels is unlikely to face major barriers. Instead, it has the potential to quickly become a new trend in Vietnam’s television industry.
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The Digital Advertising Market is Booming
Vietnam’s digital advertising market is growing rapidly, with total annual spending at nearly $1.3 billion in 2024 (We are Social). Businesses are investing more in online advertising to reach customers, creating a significant opportunity for FAST Channels—free, ad-supported television channels. This model allows broadcasters to tap into the expanding advertising market.
As competition among brands intensifies, businesses need more effective advertising channels. Traditional television comes with high costs and declining viewership, while FAST Channels offer broader audience reach with a more cost-effective approach. Additionally, technology enables personalized ads tailored to specific audience segments, improving marketing effectiveness.
Automated advertising technology (programmatic) is helping businesses optimize costs and target the right customers. FAST Channels can integrate this technology to deliver relevant ads based on viewer preferences, ensuring a seamless experience while driving sustainable revenue growth for broadcasters.
Opportunities to Optimize Existing Content Libraries
Vietnamese broadcasters have a vast content library, including films, entertainment programs, and news. However, most of this content is aired only once and then archived. FAST Channels provide an opportunity to repurpose these assets, turning old content into new revenue streams without significant investment in new production.
Instead of storing content, broadcasters can organize, categorize, and rebroadcast it on FAST Channels based on themes, attracting audiences who enjoy free content. This model allows content to generate revenue through advertising without additional distribution costs.
Additionally, it creates opportunities to promote culture and history to younger generations through high-quality programs and films from previous decades. FAST Channels also support broadcasters to launch niche channels focused on specific content genres, such as a dedicated Vietnamese movie or animation channel.
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Expanding Brand Reach and Competing with International Platforms
FAST Channels support Vietnamese broadcasters to expand their brand reach without relying on cable or satellite infrastructure. With an ad-supported free model, broadcasters can reach millions of viewers both domestically and internationally, leveraging the growth of the Internet and smart devices.
As competition from YouTube, Netflix, and other global platforms intensifies, FAST Channels offer a way for local broadcasters to retain their audience. By providing Vietnamese content tailored to local culture and viewing habits, broadcasters can differentiate themselves from foreign platforms.
Additionally, FAST Channels enhance brand value by expanding into international markets. Vietnam has a large overseas community with a growing demand for Vietnamese content. Launching FAST Channels not only helps broadcasters maintain their existing audience but also opens opportunities to reach global viewers.
Beyond these advantages, FAST Channels also bring additional benefits through modern technology, broad accessibility, and effective monetization.
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How to Effectively Implement FAST Channel Broadcasting
Successfully launching FAST Channels supports broadcasters in having a clear strategy covering technology, content, and promotion. A stable streaming system, engaging content, and a well-planned audience outreach strategy will help attract viewers and maximize ad revenue.
Choosing the Right Technical Partner
A FAST Channel requires a robust broadcasting infrastructure to ensure low latency and stable image quality. To maximize reach, the system must be compatible with multiple devices, including Smart TVs, smartphones, and tablets. In terms of infrastructure, cloud technology helps broadcasters reduce operational costs and scale efficiently.
Advertising is the primary revenue source for FAST Channels, so the platform must support automated ad insertion. Dynamic Ad Insertion (DAI) enables flexible, personalized ad placement based on viewer profiles. This maximizes revenue while ensuring a seamless and non-disruptive viewing experience.
For a fast and effective launch, broadcasters should collaborate with experienced OTT technology partners. End-to-end solutions covering broadcasting infrastructure, content management systems (CMS), and ad integration help minimize technical risks and optimize investment costs. OTTclouds is a leading solution provider in Vietnam, offering these services with over five years of experience supporting international partners.
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Building a Smart Advertising Model
In addition to DAI technology, viewer data plays a crucial role in ad personalization. Broadcasters can use data analytics to understand user behavior, ensuring ads are shown at the right time to the right audience. This enhances ad effectiveness without disrupting the viewer’s experience.
Partnering with programmatic advertising platforms allows FAST Channels to maximize ad revenue from various businesses. Real-time bidding (RTB) optimizes the value of each ad impression, increasing revenue while maintaining a seamless viewing experience.
Diversifying Content and Collaborating with Producers
FAST Channel should leverage existing content wisely, combining classic programs with fresh content to retain viewers. Organizing channels by themes, such as movies, news, entertainment, and sports, makes it easier for audiences to find what they enjoy while optimizing broadcast schedules.
Beyond traditional content, broadcasters can experiment with new formats like short news clips, interactive talk shows, or live broadcasts. Interactive content appeals to younger audiences, who prefer digital platforms over traditional TV.
Collaborating with content creators and independent studios allows FAST Channel to expand its programming without heavy production costs. Licensing agreements or co-producing new content not only enrich the channel’s offerings but also attract more advertisers.
OTTclouds – Providing the Optimal FAST Channel Solution
OTTclouds is the ideal local partner for broadcasters looking to launch and scale FAST Channels efficiently. With a deep understanding of the market, we offer cost-effective solutions without language barriers or time zone challenges, ensuring seamless support and fast response times.
Our FAST Channel solution integrates Server-Side Ad Insertion (SSAI) technology, delivering personalized ads without interrupting the viewing experience. The platform supports multiple devices, from Smart TVs to mobile devices, maximizing audience reach and ad revenue.
If you’re looking to unlock the full potential of FAST Channel for sustainable growth, OTTclouds is your go-to partner. We help broadcasters build professional FAST Channels, protect content, and optimize monetization strategies. Contact us today to start your journey in the booming OTT market!