We've been innovating in streaming technology for a decade. Now we're building its future.
From our origins in the free ad-supported streaming TV (FAST) space to our joint venture with Comcast and Charter, Xumo is set to lead the future of streaming with its full suite of entertainment solutions for both businesses and consumers.

Author: Thomas Iacopelli, Director, Revenue Partnerships&nbsp;
Unsurprisingly, AI was a defining topic throughout the week, particularly as it reshapes how streaming advertising is bought, optimized, and measured. Against that backdrop, several themes consistently emerged, pointing to where the industry is headed next. Below are three notable takeaways from the week that signal how streaming advertising is entering its next phase.&nbsp;
1. FAST Has Evolved into a Premium, Performance‑Driven Environment
FAST is no longer perceived as a secondary or &ldquo;free&rdquo; option &ndash; it has become a premium viewing experience with rapidly growing, highly engaged audiences. <a href="https://www.xumo.com/press/xumo-plays-record-2025-sets-the-stage-for-continued-fast-momentum" target="_blank" rel="noopener">Xumo Play reported a record year for 2025</a>, with total hours watched seeing 64% year-over-year growth, while time spent per user grew 22%. Demonstrating that not only are more viewers turning to FAST, but content is keeping them more engaged.
This shift is redefining FAST as both a branding and performance channel, delivering a lean-back experience like traditional TV, with the addressability and outcome-focused capabilities of digital.
At Xumo, our partnerships with players like Google TV and Xfinity offer advertisers even more ways to position FAST at the center of media plans, not as an add‑on. By bringing together the inventory and technology, advertisers can obtain a more transparent view of what they&rsquo;re buying, giving them the confidence and access to buy premium FAST inventory to expand audience reach and drive performance.
2. The Industry Is Moving Past Legacy Metrics Toward Real Business Outcomes
A recurring theme across panels was the need to stop evaluating streaming through outdated comparisons to traditional TV or other digital formats. That approach has created unnecessary confusion and undervalued what streaming uniquely delivers.
What matters now, and going forward, are outcomes: conversion, purchase behavior, ROI, and true incremental impact. Advertisers are finding success with incrementality, additive reach, and creative‑level cross‑channel measurement, which better reflects how streaming drives lower‑funnel performance. This shift is also opening the door for SMBs, who can now run highly targeted television campaigns with measurable results previously out of reach.
For advertisers, working with entertainment platforms like Xumo not only enables them to reach audiences within premium streaming content, but also gives them tools to more easily prove out campaign performance. <a href="https://www.xumo.com/press/xumo-expands-direct-access-to-premium-streaming-inventory-via-the-trade-desks-open-path" target="_blank" rel="noopener">Strategic partnerships around access and identity</a> are helping to streamline ways to unlock data and interoperability to meet buyer needs, which is becoming more crucial as the industry moves to an outcomes-first mindset.
3. AI and Agentic Automation Will Amplify &mdash; Not Replace &mdash; Human Strategy
AI emerged as a force multiplier for streaming advertising, improving speed, precision, and efficiency across audience identification, trend detection, creative execution, and optimization. As cognition becomes more abundant and inexpensive, competitive advantage shifts toward uniquely human strengths: strategy, creativity, and emotional resonance.
The next evolution into agentic AI could further transform digital ad buys, enabling autonomous systems to negotiate and execute complex campaigns at unprecedented speed. However, strategy remains foundational. In an agent‑to‑agent ecosystem, success will depend on clearly defined brand objectives, interoperable systems, and a continued focus on privacy, transparency, and trust.
The important thing is that platforms are leveraging this technology to better the viewer experience, whether it be from the content discovery perspective or by enabling tools that improve ad relevance.
What This Means for Streaming and Xumo
The conversations at IAB ALM 2026 made one thing clear: streaming advertising has entered its outcome-driven era.
FAST is premium. Measurement is maturing. AI is amplifying human capability, not replacing it. And streaming is opening doors for brands of every size to reach audiences in powerful, measurable ways.
At Xumo, these themes aren&rsquo;t theoretical &mdash; they reflect where we&rsquo;re already investing and innovating. As the industry continues to evolve, the opportunity lies in embracing change while staying grounded in what matters most: meaningful experiences, trusted ecosystems, and measurable impact for advertisers and viewers alike.

It&rsquo;s only early February but the industry has hit the ground running in 2026. From CES kicking off the year in early January to the IAB Annual Leadership Meeting this week, the pace of innovation has been nothing short of breakneck. Conversations across stages and side rooms made it clear that streaming advertising and technology are evolving in real time, at speed.

Three Key Takeaways from IAB ALM 2026 for Streaming Advertising: FAST, Performance, and AI

Author: Lady Learned, VP, Business Operations &amp; Planning, Xumo
As consumers shift toward flexible, cost-effective entertainment, free ad‑supported streaming television (FAST) has become central to streaming, and in 2025, Xumo Play delivered meaningful growth across audience, engagement, and programming.
Xumo Play delivered approximately 40% year‑over‑year monthly active user (MAU) growth in 2025, driven by strategic distribution investments, improved content discovery, and a growing slate of content that consistently meets viewers where they are.
A significant contributor to that momentum was continued gains in new-user adoption. Nearly one‑third of Xumo Play viewers in 2025 were new to the platform in any given month, signaling strong awareness, discovery, and repeat engagement. These gains were supported by improvements in product experience, smarter content organization, and expanded presence across key third‑party and owned‑and‑operated platforms.
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Engagement Deepened Across the Platform&nbsp;
Engagement metrics told an equally compelling story. Total hours watched on Xumo Play grew 64% year‑over‑year, while time spent per user grew 22% &mdash; clear indicators that Xumo Play is not only attracting more users but also delivering the kind of quality programming that keeps them engaged longer.
Xumo devices, a longstanding differentiator, played an outsized role in this growth, accounting for a significant share of viewing and delivering nearly 78% year‑over‑year growth in viewing hours. The synergy between hardware, UI, and content continues to be a powerful driver of long‑term traction.
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Strengthened Platform and Brand&nbsp;
Beyond audience and engagement gains, Xumo expanded its brand equity through Xumo‑branded FAST channels, including channels like Xumo Free Movies, Xumo Free Game Show TV and Xumo Free Westerns, which are available on both Xumo Play and third‑party platforms. Xumo-branded channels saw 50% year‑over‑year MAU growth, reinforcing the Xumo identity with curated, recognizable programming that complements partner content while strengthening the broader ecosystem.
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More Robust and Differentiated Content Lineup&nbsp;
Programming was another standout area in 2025. Xumo Play added over 150 new channels, bringing the lineup to more than 400 and broadening genre diversity across news, sports, lifestyle, entertainment, movies, food, crime, and more.
Exclusive and differentiated programming further elevated the experience. Notable launches included The NASCAR Channel, The NBA Channel, HBO Boxing, Live PD, Ancient Aliens, Cook&rsquo;s Country, The Lucky Dog Channel, and the Law &amp; Order FAST channel. Xumo Play was one of only five services chosen to debut Law &amp; Order at launch, underscoring its growing relevance among major content providers.
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Looking Ahead
Xumo Play enters 2026 with significant momentum and a clear roadmap. Xumo Play will be focused on further strengthening its content portfolio and distribution, investing in product and UX innovation, and personalized discovery. Another key focus area will be delivering meaningful value to advertisers and partners through our <a href="https://www.xumo.com/press/xumo-introduces-advanced-identity-solution-to-power-smarter-streaming-investments">advanced identity solutions</a> and <a href="https://www.xumo.com/press/xumo-expands-direct-access-to-premium-streaming-inventory-via-the-trade-desks-open-path">creating optionality and clearing hurdles for advertisers</a> to access our premium streaming inventory.
The milestones reached in 2025 reflect both the strength of the FAST category and Xumo Play&rsquo;s continued momentum in building a durable, differentiated FAST platform within it.
Xumo Play is poised for another transformative year that builds on the successes of 2025 and accelerates its role as a premier destination for both viewers and advertisers.

Xumo&rsquo;s Lady Learned, VP, Business Operations &amp; Planning, reflects on a record‑setting 2025 for Xumo Play, highlighting strong audience growth, deeper engagement, and expanding momentum across FAST. Learn how strategic distribution, differentiated content, and product innovation are positioning Xumo Play for continued success in the year ahead.

Xumo Play’s Record 2025 Sets the Stage for Continued FAST Momentum

&ldquo;We want to have the most direct path to demand,&rdquo; Jerrold Son, Xumo&rsquo;s VP of ad operations and integrations, told AdExchanger. And SPO &ldquo;helps us grow our demand base&rdquo; as programmatic buying becomes more popular in streaming environments, he added.

Xumo Gets Direct With The Trade Desk

Whether we&rsquo;re bringing customers closer to their favorite entertainment, innovating our technology, or creating new platforms, we always strive to follow our three core pillars.

Technology that gives customers what they want, when they want it

Entertainment discovery targeted to each individual customer

An all-in-one portal to a world of entertainment

Das beste Streaming-Erlebnis

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FAST, Performance, and AI

Xumo Play's Rekord 2025 stellt die Weichen für weiteres FAST-Momentum

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