Costa Nikols, strategy advisor, M&E at Telos Alliance explains why FAST platforms must no longer accept good enough for audio
By Contributor
Published: December 16, 2024 Updated: December 17, 2024
Costa Nikols, strategy advisor, M&E at Telos Alliance explains why FAST platforms must no longer accept good enough for audio
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The rise of free ad-supported streaming television (FAST) has marked a significant shift in the entertainment landscape. With increasing consumer appetite for free, linear-like streaming experiences, FAST services are becoming a more important element of the household subscription mix, offering an alternative to traditional pay-TV and premium subscription services.
New launches have taken the total number of unique FAST channels to over 4,000 as of April this year, according to 3Vision's FAST Tracker, offering an ever-growing range of original and special interest content. And increasingly, live sports and news are finding their way onto FAST and digital platforms too. While industry eyes are focused on driving value and engagement with more unique live experiences, niche content, or greater personalisation, folks often overlook a crucial element in improving the overall FAST experience: the audio.
Costa Nikols, strategy advisor, M&E at Telos Alliance The simple truth is that clearer dialogue, more balanced sound and improved audio processing are long overdue in the FAST ecosystem. For many content owners and platform operators, audio hasn't been prioritised correctly - and consumers are losing out as a result. Making FAST sound better isn't just a hygiene measure or a nice-to-have; it's a key element in making FAST a preferred consumer choice.
Audio regulations and evolving digital frontiers Traditional linear broadcasting has long-established frameworks for maintaining audio consistency, primarily due to key regulations like the CALM Act in the United States and EBU R128 in Europe, introduced to address loudness inconsistencies - especially between programmes and commercials. Despite the complexity of these standards, broadcasters have streamlined compliance through real-time processing solutions, resulting in improved audience experiences and fewer regulatory infractions.
In contrast, audio processing for streaming and FAST platforms is still developing. While many FAST channels deliver pre-recorded programming that can be adjusted offline to suit evolving audio requirements, live streaming is a different challenge and requires highly advanced real-time processing. As viewers often engage with streaming content on laptops or mobile devices with limited audio capabilities, consistent loudness and clear dialogue are even more complex. These devices typically feature small speakers or rely on consumer earbuds or headsets, which can significantly affect the overall experience if audio quality is not optimised - especially during live events.
The streaming industry has historically lagged in audio regulation, often operating in a Wild West environment where sound quality was secondary to video. However, with the rise of cord-cutting and increased consumption of streaming as a primary content source, platforms have begun adopting internal loudness standards to provide a better viewer experience. Major streaming providers are now aligning closer to broadcast standards, which reflects both a response to consumer demand and an industry-wide shift toward more regulated audio practices.
FAST needs to hear that good enough' won't cut it anymore Several factors make high-quality audio essential for FAST and other digital platforms. First, loudness shifts particularly between programmes and ad breaks are frustrating for viewers, as they lead to frequent adjustments in volume that disrupt the viewing experience. Consumers don't want to have to reach for the TV remote to dial down the volume every time a show cuts for the commercials. Second, audio tailored for television speakers or high-end systems does not translate well to mobile devices; streaming providers must optimise sound specifically for smaller speakers in phones, tablets, and headphones to ensure clarity and enjoyment. Lastly, clear dialogue is crucial across all formats, as many viewers struggle with audio that lacks intelligibility, especially when programmes are downmixed from multichannel sources.
As audiences gradually shift from traditional to digital platforms, people expect audio experiences that are consistently as good as - if not better than - their regular TV option. Streaming subscription costs are rising and for many consumers, the promise of cord-cutting has only led to a more fragmented, expensive entertainment subscription mix which currently averages above 3 services per month, according to Forbes. Premium or free services with just good enough audio that frustrates viewers don't stand a chance if they want to muscle into the mix.
Next-Generation Audio (NGA) is here Next-Generation Audio (NGA) technologies offer exciting new capabilities for both traditional and streaming formats. Technologies like Dolby Atmos provide immersive soundscapes that make content more engaging, while features designed for clearer dialogue or personalised audio adjustments greatly enhance accessibility and comfort. NGA also holds particular value for streaming services, as it allows these platforms to deliver high-quality, customisable audio experiences tailored for a wide range of devices and listening environments. By supporting both immersive experiences and practical features like enhanced dialogue clarity, NGA aligns perfectly with the evolving priorities of today's streaming audience while helping content providers differentiate their proposition.
The good news is that audio regulations will
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Costa Nikols, strategy advisor, M&E at Telos Alliance explains why FAST platforms must no longer accept good enough for audio
