The 5 Fast Growing FAST and AVOD Countries Globally on Sports Content

By: Jerry Inman|June 27, 2024

Originally Posted on OTTVerse

As the global sports viewing landscape continues to evolve, FAST and AVOD have emerged as significant elements of the overall broadcast strategy. These platforms are extending the way audiences consume sports content, offering free access supported by advertisements. Here, we explore the fastest-growing countries in the FAST and AVOD sports viewing sector.

United States

The United States is at the forefront of the FAST and AVOD revolution, projected to have over 216 million FAST viewers by 2024 according to a 2023 eMarketer Report. This explosive growth is driven by several factors:

  1. Major Partnerships with Sports Leagues: Significant collaborations with top sports leagues such as the NFL, NBA, and MLB have been instrumental. These partnerships ensure a steady stream of high-quality sports content, attracting millions of viewers who prefer free access over subscription-based models.
  2. Growth in AVOD Sports Ad Revenue: The AVOD model has seen a remarkable increase in ad revenue, particularly from sports content. Advertisers are keen to tap into the large, engaged audiences that sports events attract, resulting in substantial investments in this sector.

The combination of these factors positions the United States as a leader in the adoption and growth of FAST and AVOD for sports viewing.


India’s rapid adoption of AVOD, especially for sports viewing, is a notable trend. Several elements contribute to this growth:

  1. Platforms like Disney+ Hotstar: Disney+ Hotstar has been a game-changer in India, offering a vast array of sports content, including live streaming of cricket matches, which are immensely popular in the country.
  2. High Mobile Usage and Affordable Data Plans: The widespread use of mobile devices and the availability of affordable data plans have made it easier for people to access streaming services. This accessibility has fueled the growth of AVOD platforms.
  3. Engagement with Regional Sports Content: In addition to mainstream sports, there is a strong engagement with regional sports content and local leagues. This diversified content offering appeals to a broad audience, further driving the adoption of AVOD.

These factors have positioned India as a fast-growing market for AVOD sports viewing according to a 2023 Mordor Intelligence report.


Brazil is another country experiencing significant growth in FAST and AVOD sports viewing, particularly driven by its passion for football according to the 2023 Statista Report.:

  1. High Viewer Engagement during Football Events: Football is more than just a sport in Brazil; it’s a cultural phenomenon. High viewer engagement during major football events, such as the World Cup and Copa America, has been pivotal.
  2. Expansion of Services like Pluto TV and Tubi: The expansion of AVOD services such as Pluto TV and Tubi has made sports content more accessible to Brazilian viewers. These platforms offer a wide range of sports programming, attracting a large audience.
  3. Growing Digital Advertising Market: Brazil’s growing digital advertising market is attracting global brands, which see AVOD as an effective way to reach engaged audiences. This influx of advertising revenue supports the growth and sustainability of AVOD platforms.

These dynamics make Brazil a key player in the global FAST and AVOD sports viewing market.

United Kingdom

The United Kingdom is seeing increasing adoption of AVOD platforms, particularly for sports viewing. Several factors contribute to this trend:

  1. Adoption of Platforms like Rakuten TV and Samsung TV Plus: AVOD platforms such as Rakuten TV and Samsung TV Plus are gaining popularity in the UK. These platforms offer extensive sports programming, including coverage of major events.
  2. Partnerships with Premier League and UEFA: The UK’s strong sports culture, especially its love for football, is supported by partnerships with leagues like the Premier League and UEFA. These partnerships ensure a steady flow of high-quality sports content.
  3. Cultural Preference for Free-to-Air Sports Broadcasts: There is a cultural preference in the UK for free-to-air sports broadcasts. This aligns well with the AVOD model, which provides free access to sports content, supported by advertisements.

These factors are driving the growth of AVOD sports viewing in the United Kingdom according to a 2023 Ofcom report.


Japan’s market for FAST and AVOD sports viewing is also expanding, supported by several key elements:

  1. High-Speed Internet and Smart Device Usage: Japan boasts high-speed internet and widespread use of smart devices, which enhance the streaming experience. This infrastructure supports the growth of FAST and AVOD services.
  2. Strong Interest in Various Sports: Japanese audiences have a strong interest in a variety of sports, including baseball, soccer, and sumo wrestling. This diverse interest drives viewership across different types of sports content.
  3. Tailored Content Offerings: Both local and international AVOD services are tailoring their content to meet the preferences of Japanese viewers. This
    customized approach helps in attracting and retaining viewers.

The combination of these factors positions Japan as a growing market for FAST and AVOD sports viewing according to a 2023 Nikkei Asia Report.


The rise of FAST and AVOD platforms is reshaping the global sports viewing landscape. Countries like the United States, India, Brazil, the United Kingdom, and Japan are leading this transformation, each with unique factors driving their growth. As these platforms continue to evolve and expand, they offer a promising future for free, ad-supported sports content, catering to the diverse preferences of global audiences.