Exclusive: New York Post to launch its first FAST channel
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New York Post Media Group is launching its first free ad-supported streaming TV (FAST) channel, head of video and audio Warren Cohen exclusively tells Axios.
Why it matters: Publishers are revisiting the strategy as consumers seek premium programming without a subscription fee, connected TV ad dollars grow and digital video can be more easily repackaged.
- The move comes as major media companies expand their bets in streaming. Fox Corporation announced on Monday a definitive agreement to acquire Roku in a cash-and-stock deal valued at roughly $22 billion.
- New York Post Media Group is a subsidiary of News Corp, chaired by Lachlan Murdoch, who also serves as CEO and executive chair of Fox.
How it works: The New York Post FAST channel will feature 150 hours of programming from across its portfolio, which includes the New York Post, the California Post, Page Six, Page Six Hollywood and Decider.
- The slate includes daily shows — "Post Presents," "Page Six Radio" and "Schein Time." Programming will refresh by roughly 20% each month.
- Cohen says the Post previously explored a channel but lacked the volume and consistency of programming needed to sustain one.
- The company now produces 51 video series, many of which have surpassed 1 million views on YouTube. Its YouTube views have grown 66% and revenue from the platform has nearly quadrupled over the past year, Cohen says.
Between the lines: Rather than build a streaming operation internally, the Post partnered with VideoElephant. Through its FAST managed service, VideoElephant supports scheduling, distribution and monetization.
- "To not have to overthink or over-invest in the tech front and operational front, that's where VideoElephant's a great partner," Cohen says.
The big picture: FAST channels aren't new, but growing consumer and advertiser interest has boosted the category. The rise of video podcasts has also helped supply a steady stream of programming.
- FAST is "material in terms of audiences now," says Preeya Naul, VideoElephant's senior vice president of streaming partnerships and supply. "It's a new set of eyeballs. We don't see those eyeballs necessarily cannibalize what's happening on dot-coms or on social properties."
- Recent entrants include Crooked Media, USA Today and Billboard as they search for new revenue streams and audiences, and broaden distribution strategies after years of prioritizing owned-and-operated platforms.
- "For video generally in the last year, we've gotten the A-OK to really go off-platform," Cohen says. "We have the programming now."
What's next: The channel has not yet secured distribution agreements but is actively pitching major streaming aggregators and smart TV manufacturers.
