The streaming market is changing quickly. In 2026, while giants like Netflix and Amazon Prime still hold the largest subscriber bases, free ad-supported streaming TV (FAST) is growing at an impressive rate.
This shift in streaming preferences is related to the economy, which is making consumers more cautious about each spending, carefully choosing value. With the tightening of our budgets, ads don’t seem so annoying anymore. After all, entertainment is not an essential expense.
Key industry metrics:
- Growth rate: The FAST revenue model is recording a 14.7% compound annual growth rate (CAGR), outpacing the growth of traditional subscription services.
- Revenue projections: Global FAST revenue is set to hit $12 billion by 2027.
- Time: 72.4% of the time U.S. viewers spend with television is ad-supported, and streaming represents 42.4% of that viewing.
- Content freshness: Nearly 50% of FAST programming was produced in the last five years, compared to only about 33% on premium subscription video on demand (SVOD) platforms. Sources: Mordor Intelligence 2026, WiFi Talents, Nielsen 2025, Nielsen/Gracenote 2025/2026
I previously reported that the majority of streaming giants hiked prices in 2025, giving consumers another reason to switch to cheaper or free alternatives.
Industry data show that in the later half of 2025, the dominant powers in the FAST sector were Roku, Tubi, Pluto, and Prime Video.
A standout moment occurred in December 2025, when The Roku Channel captured a record-breaking 3% share of total U.S. television viewership. This is more than Paramount+ and close to Amazon Prime Video, according to Nielsen.
Roku launches a dedicated Search tool within the Live TV Guide.
Roku adds 17 new channels
To retain and attract subscribers, streaming giants need to frequently update their content offerings and introduce new or improve current features. Earlier in February, Roku expanded its free streaming library with 17 new live channels.
The extended library includes CNN Xpress with continuous news coverage, in addition to regional programs such as Canada TV. The expansion also added niche channels focused on wellness, Spanish-language comedy, and action films.
The total of 17 new live channels on Roku includes:
- CTV News
- Filmed Comedia
- SobreVivi
- Filmex Accion
- CNN Xpress
- “The Bernie Mac Show”
- “Felicity”
- “America’s Funniest Home Videos”
- “Pokemon”
- “Blossom”
- “Cougar Town”
- MeatEaters
- FuelTV
- Telemundo Puerto Rico
- Vas No Vas USA
- Willow Sports
- Multi Camaras Source: Cord Cutters News
These offerings, located within the “Live TV” zone of the Roku interface, are accessible to any user with a Roku device, with no monthly subscription or cable provider authentication required.
Related: YouTube TV drops 12 new offers to retain subscribers
“This addition enhances the platform’s already extensive library of free content, providing viewers with diverse programming options across genres such as classic sitcoms, animated series, sports, action films, comedy, news, and lifestyle content without requiring any subscription fees,” wrote industry expert Luke Bouma for Cord Cutters News.
More recently, Roku made another important move that surprised users.
Roku launches a dedicated Search tool within the Live TV Guide
Roku has finally rolled out a dedicated Search tool within the Live TV Guide, something users have been requesting, Cord Cutters News reported.
Previously, navigating Roku’s hundreds of free, ad-supported channels was more complicated. Even when users knew what channel or program they wanted to watch, they often had to manually scroll through a long list or use category filters.
“This update makes it easier to use Roku’s extensive collection of hundreds of free, ad-supported live channels available through the Roku Live Guide making navigation more intuitive for users on Roku TVs and Roku players,” points out Bouma.
How to use Roku’s new Search option
The new Search option appears on the left-hand side of the interface, next to existing categories like sports and news. And it solves a key problem: scrolling fatigue.
By selecting Search, users can enter the name of a favorite channel, genre, or related word using the on-screen keyboard or, where supported, voice commands.
Results should appear quickly, guiding users to the preferred content without the need for long scrolling.
The search simplifies access to desired content, especially now, as Roku’s free, live channels have surpassed 500.
Roku’s recent improvements and milestones
Following the addition of 11 new channels in late 2025 — ranging from BBC News and “Home Improvement” to “Who Wants to Be a Millionaire?” — the company recently unveiled exclusive bundles.
“The company is rolling out new streaming bundles, expanding its $3 subscription service, Howdy, to more platforms, and partnering with more premium streaming services following the successful addition of HBO Max,” according to Tech Crunch.
Financially, Roku had a strong 2025. The company reported $4.74 billion in total revenue, which is a 15% increase from the previous year. Their platform revenue alone hit $4.15 billion (up 18% year over year), while users streamed a record 145.6 billion hours of content.
Looking ahead to 2026, CEO Anthony Wood noted during the earnings call that Roku is “on track to surpass 100 million streaming households this year.” He pointed out that Roku now powers nearly half of all U.S. TV streaming, reported Market Beat.
As competition among both traditional streaming providers and FAST services heats up, new tools like Search and constant content upgrades help Roku maintain its competitive edge.
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