DirecTV Enters FAST Lane With Free Ad-Supported Streaming Platform

Today, on the last day of Advertising Week, DirecTV announced it will launch MyFree DirecTV, a dedicated free, ad-supported streaming TV (FAST) platform, on Nov. 15. When it launches, MyFree DirecTV will give viewers direct access to curated FAST channel content and an extensive on-demand library, with additional channels slated to join the MyFree DirecTV platform throughout 2025 and beyond. The service will be available nationwide online, via mobile, and on select smart TVs and streaming devices. MyFree DirecTV uses DirecTV's You TV content aggregation carousel, which was introduced earlier this year and combines a user’s selected favorites with their most-watched content to immediately put programming front and center. “We developed MyFree DirecTV because we envision a brighter TV future that offers consumers quality content with more choice and more control at the right value, and to empower our advertising clients to reach new audiences with targeted and contextual solutions and innovative ad formats,” Amy Leifer, chief advertising sales officer at DirecTV Advertising, told ADWEEK. MyFree DirecTV launches as more consumers are looking for cheaper or free streaming options. Showing that growth, the FAST market has generated nearly $8 billion in the United States this year, per Statista. Leifer said it was important for the company to get into FAST to address consumer demand and the fragmentation in the streaming landscape. "Fragmentation continues to be a challenge for advertisers as viewers sample content across a variety of video services," Leifer said. "Advertisers need to be everywhere because viewers are. This is the future of TV, and we’re so excited about this launch as we empower our advertising clients to reach new audiences with targeted and contextual solutions and innovative ad formats." According to the company, the MyFree DirecTV platform will also serve as a starting point for customers who want to experience DirecTV, including access to sports, entertainment, kids and family, news, and lifestyle. "The special sauce of MYFree DirecTV is that it will feature our same best-in-class Content Forward UI, which brings customization, curation, and personalization," Leifer said. In addition to the launch, the company will also be building its marketing and product team for MyFree DirecTV. Kent Rees, an industry veteran of 20 years, joins DirecTV as general manager of MyFree DirecTV. Rees will oversee DirecTV's FAST operations, channel strategy, and the MyFree DirecTV launch. He recently joined from Sling TV, where he led the expansion of Sling Freestream. “Kent is an experienced leader who knows the ins and outs of the FAST market and will be an integral part of the leadership team dedicated to creating a unique consumer experience,” said Vikash Sharma, head of product, DirecTV, in a statement.

Advertising Week

DirecTV Enters FAST Lane With Free Ad-Supported Streaming Platform

The new service launches on Nov. 15

Saleah Blancaflor

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