By Jen Berg, Senior Director, Marketing
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The streaming industry is entering a new era, defined by interactivity, intelligent partnerships, and seamless viewer experiences. At Advertising Week 2025, Xumo took the stage to show how it's leading that charge, offering a glimpse into the future of streaming TV through four powerful panel discussions.
Here are the top three takeaways from those discussions.
<h2 style="font-size: 24px;">The Engine Behind FAST Growth: Communication and Collaboration </h2>
In the rapidly evolving world of FAST and streaming TV, communication and collaboration aren&rsquo;t just best practices, they&rsquo;re essential strategies for growth.
In Streaming in the FAST Lane: How to Build Better Partnerships, Xumo&rsquo;s Alicia Pignataro, Director, Advertising Sales, and Horizon Media&rsquo;s Stephanie Kelly, VP of Advanced Video and Agency Partnership, emphasized that successful partnerships are built on more than pricing and performance. They require consistent communication, transparency, and a shared commitment to education. From aligning on product updates to exploring opportunities in measurement, PR, and awards, both sides stressed that momentum builds when all facets of agency teams &ndash; from planning and analytics to investment &ndash; understand a platform&rsquo;s full value. As Kelly put it, &ldquo;there&rsquo;s no stopping momentum&rdquo; once understanding clicks.
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Xumo&rsquo;s unique position as both a FAST service and operating system gives it a distinct edge, offering advertisers a powerful combination of data access and discoverability. With nearly one-third of U.S. households using FAST services and 60% of viewing time going to classic content, the opportunity is massive. But it&rsquo;s collaboration that unlocks it.
That same spirit was echoed in The Power of Partnership Across Platforms, where Xumo&rsquo;s Jerrold Son, VP, Ad Operations and Integration, and Google TV&rsquo;s Sandra Gueorguieva, Head of AVOD and FAST Strategic Partnerships, showcased how clarity and cooperation fuel innovation. The Google Freeplay FAST service, launched in partnership with Xumo Enterprise, now hosts over 200 channels, delivering seamless, ad-supported linear viewing without app downloads or sign-ins. Overcoming technical hurdles together, the partnership has become a model for how platforms can align around user experience while driving monetization.
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In a fragmented streaming TV landscape, Xumo and its partners are proving that communication and collaboration aren&rsquo;t just enablers, they&rsquo;re accelerators of meaningful progress.
<h2 style="font-size: 24px;">Sports Streaming: Meeting Fans Where They Are </h2>
In the discussion &ldquo;Game Time: A Buyer&rsquo;s Perspective on Sports and Streaming,&rdquo; Xumo&rsquo;s Jen Pittenger, Sr. Director, Ad Sales, and Joey Sciamarelli, VP of Sports at Publicis Sports, explored how brands like Coca-Cola are adapting to a rapidly evolving sports landscape &mdash; one where engagement matters more than location. Fans now consume highlights, creator content, and live games across multiple platforms, and brands are shifting from pure reach to incremental, unduplicated reach that connects with audiences wherever they watch.
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Advertisers are also leaning into interactive, shoppable ad formats that enhance the viewing experience. Xumo campaigns featuring L-bar overlays and QR codes, for instance, have enabled viewers to instantly order a soda or sports drink while watching a college football game, turning passive viewing into active participation. Influencer and athlete tie-ins add authenticity and energy, keeping creative relevant to fans.
FAST channels extend this engagement between live events, with Xumo&rsquo;s 30+ sports channels offering highlights and classic content 24/7 - and it worth mentioning FAST apps like Xumo Play are increasingly adding live sporting events to their expanding lineups.
Still, fragmentation remains a key challenge, making holistic, cross-platform strategies essential. As Sciamarelli put it, &ldquo;You&rsquo;ve got to meet fans where they already are.&rdquo; In today&rsquo;s landscape, that&rsquo;s increasingly everywhere.
<h2 style="font-size: 24px;">Ad Interactivity Must Feel Natural and Rewarding </h2>
In Beyond the Ad Break: The Role of Creative Formats in Streaming, I had the pleasure of speaking with Patrick Rubin, VP of Enterprise Sales at Innovid, to explore how creativity and interactivity are reshaping streaming TV.
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Interactive and shoppable ads like QR codes, voice-enabled prompts, and overlays are driving engagement when executed with intention. Rubin shared that one auto brand&rsquo;s simple 10%-off QR code saw a 16% scan rate because the value was clear, the design was purposeful, and the offer felt natural.
Rubin highlighted Innovid&rsquo;s partnership with a major streaming platform during a tentpole live sporting event, which allowed viewers to instantly add promoted shows to their watchlist. The campaign resulted in 32,000 shows being added to customers&rsquo; watchlists without the need to take their eyes off the big game. Looking ahead, AI-driven personalization promises to make these interactions even more seamless, connecting social and streaming experiences. The future of streaming TV lies in creative that feels less like an interruption and more like part of the story.
<h2 style="font-size: 24px;">The Future of Streaming TV: Collaboration and Putting the Viewer First </h2>
From shoppable sports ads to cross-platform collaboration, Xumo is proving that innovation and accessibility can coexist, and when executed thoughtfully, streaming doesn&rsquo;t just complement traditional TV, it completes it.

At Advertising Week 2025, Xumo joined key industry players to explore how innovation, creative ad formats, and strategic partnerships are shaping the next chapter of streaming TV. The discussions revealed a future where streaming and traditional television converge through smarter technology and a shared focus on the viewer.

Ad Week 2025: Xumo’s Top Three Takeaways

<h2 style="font-size: 24px;">How FAST Is Powering the Future of Sports Viewership</h2>
Author: Jen Pittenger, Senior Director, Xumo Advertising Sales
Over the past two years, virtually every major live sporting event has been available on a streaming platform, delivering record-breaking viewership for events like the Paris Olympics, NFL season openers and playoffs, and college football matchups. In fact, last year alone, sports accounted for 96% of the most-watched non-political programs.1 As fans look for more ways to access sports content, free ad-supported streaming television (FAST) is emerging as a dynamic destination for highlights, replays, and niche sports &ndash; bringing a game-changing opportunity for advertisers.
<h2 style="font-size: 24px;">The Undeniable Power of Sports</h2>
Sports continues to deliver large, highly-engaged audiences and with 33% of FAST sports fans saying it accounts for about half of their total sports viewing,2 the opportunity for advertisers is immense.
Viewers aren&rsquo;t just watching; they&rsquo;re paying attention. In fact, audiences are 10% more likely to watch ads in their entirety during live sports broadcasts,3 making these moments especially valuable for brands.
What&rsquo;s more, 57% of ads during live sports are viewed by groups of two or more, amplifying both reach and impact through shared viewing experiences.3 And the results speak for themselves: one in three fans have purchased a product they saw during a game, demonstrating the direct influence sports advertising can have on consumer behavior.1
FAST platforms further enhance this opportunity. According to recent research conducted by Xumo and Hub, over 50% of fans who already watch sports on FAST expect to watch more in the coming year, and 20% of non-viewers plan to start consuming sports via FAST in the next six months.2 This growing interest signals a major opportunity for advertisers to capture incremental audiences and build early brand loyalty as FAST adoption accelerates.
<h2 style="font-size: 24px;">Fans Are Actively Seeking Out Sports on FAST</h2>
Major sporting events have increasingly shifted to streaming platforms in recent years. In 2024 and so far in 2025, virtually every major live sporting event has been available, in some aspect, on a streaming platform, delivering record-breaking viewership for events like the Paris Olympics, NFL season openers and playoffs, college football matchups and more. These events helped normalize streaming as a destination for live sports and paved the way for more sports-focused FAST content and channels.
This surge in engagement underscores how streaming has become central to the sports experience &ndash; FAST included. In fact, engagement with sports channels on FAST increased 12% in the last six months alone compared to the prior period,2 illustrating a clear trend: sports fans are not just tuning in &ndash; they&rsquo;re staying longer and coming back more often.
Recent Xumo data shows that Xumo Play users watch an average of 6.2 types of sports versus 5.2 for non-Xumo viewers, highlighting the power of FAST to not only attract sports fans but also encourage deeper exploration across a wider variety of sports genres.4 This includes growing categories &ndash; from women&rsquo;s leagues like the WNBA and women&rsquo;s soccer to year-round favorites like tennis and pickleball.
<h2 style="font-size: 24px;">The Future Is FAST</h2>
The future of sports viewing is already here, and FAST is a big part of the conversation, whether it&rsquo;s reaching fans during the Super Bowl, tapping into niche sports audiences, or driving conversions through contextual ad placements. And with major sports leagues leaning further into FAST through <a href="https://www.xumo.com/nascar-partnership" target="_blank" rel="noopener">dedicated channels</a> to feature replays, highlights, and even live events there&rsquo;s even more content for advertisers to get in on the action.
For advertisers, the opportunity is clear: meet fans where they are, deliver what they love, and do it in a way that&rsquo;s free, flexible, and built for discovery. And for content providers, FAST offers a scalable way to extend reach, monetize live and library sports content, and build brand loyalty among highly engaged audiences &ndash; all without the barriers of subscription fatigue.
With incremental reach, group viewing, and proven purchase behavior, FAST isn&rsquo;t just another distribution channel &ndash; it&rsquo;s a performance engine for sports advertising.
To learn more about how to harness the power of sports on FAST for your brand, visit <a href="https://www.xumo.com/advertising" target="_blank" rel="noopener">https://www.xumo.com/advertising</a>.
<h3 style="font-size: 22px;">Sources</h3>
1. Comcast Advertising 2024 Sports Replay. 2. Xumo Research, in partnership with Hub, 2025. 3. TVision Program Analysis Time Period Report, 2024. 4. Xumo Consumer Research, 2025.

In today&rsquo;s fragmented media landscape, sports programming remains one of the few genres that consistently captures audiences&rsquo; attention, loyalty, and real-time engagement.

How FAST Is Powering the Future of Sports Viewership 

MONTVALE, N.J. &ndash; October 14, 2025 &ndash; Sharp Home Electronics Company of America (SHCA) has launched its newest innovation in home entertainment: the Sharp AQUOS QLED 4K Ultra HD Smart Xumo TV. This latest addition to Sharp&rsquo;s portfolio, now available at select retailers nationwide, combines Sharp&rsquo;s long-standing expertise in display technology with brilliant picture quality and immersive audio, now powered by the Xumo operating system designed for effortless simplicity.
Sharp is committed to the consumer experience &ndash; making advanced technology feel invisible and easy to use. The Sharp AQUOS QLED 4K Ultra HD Smart Xumo TV provides effortless access to both streaming and live content, with more than 250 apps and hundreds of free streaming channels from Xumo Play seamlessly integrated throughout the experience. Built for today&rsquo;s connected homes, the TVs work with Amazon Alexa, Apple AirPlay&reg;, and Apple HomeKit&reg;, making it easy to stream from Amazon Alexa and Apple&reg; devices, control with voice commands, and integrate into customers&rsquo; smart homes.
&ldquo;At Sharp, we are dedicated to creating intuitive products that easily integrate into consumers&rsquo; lives,&rdquo; says Grace Dolan, Senior Vice President of Sharp Electronics Marketing Company of America (SEMCA). &ldquo;Our new Sharp AQUOS QLED TVs combine Quantum Dot display technology with the smart simplicity of the Xumo platform, which means vibrant viewing, effortless navigation, and more time to enjoy your favorite content.&rdquo;
&ldquo;Our collaboration with Sharp brings together two brands that share a commitment to redefining how people experience television," said Stephanie Cassi, Senior Vice President, Sales and Marketing, Xumo. "With the Xumo platform powering Sharp&rsquo;s stunning AQUOS QLED TVs, consumers can enjoy a simple, seamless, and truly immersive entertainment experience that makes it easier than ever to find and enjoy the content they love.&rdquo;
The new TVs answer the demand for user-friendly operation and ultimately give viewers time back to watch what they want by providing universal search capabilities across all apps, allowing for quick discovery of content via voice remote. Users can easily browse by category, theme or genre to discover a favorite film or show and personalize the experience with customized app rows or a curated &ldquo;My List.&rdquo;
Beyond connectivity, immersion into a favorite film or show is further amplified with Dolby Vision&reg;, a key feature of the Sharp AQUOS QLED 4K Ultra HD Smart Xumo TVs. This technology offers stunning visuals and dynamic picture quality, with 3840 x 2160p resolution and over one billion vibrant colors made possible by the X7 Revelation Processor. And with Dolby Atmos&reg;, viewers can experience sound with more depth, immense detail and clarity for a more realistic sound experience. The Sharp AQUOS QLED 4K Ultra HD Smart Xumo TVs models come in five Class sizes for all viewing needs &ndash; 85&rdquo; Class (84.5&rdquo; diagonal), 75&rdquo; Class (74.5&rdquo; diagonal), 65&rdquo; Class (64.5&rdquo; diagonal), 55&rdquo; Class (54.5&rdquo; diagonal) and 50&rdquo; Class (49.5&rdquo; diagonal). They include HDMI and USB connectivity, an advanced voice remote, as well as a built-in hidden cable management system &ndash; ensuring the television looks clean and polished in practically any setting.
These new TVs from Sharp are available immediately at select retailers. To learn more, visit <a href="https://shop.sharpusa.com/" target="_blank" rel="noopener">shop.sharpusa.com</a>.
&nbsp;
About Sharp Home Electronics Company of America (SHCA) &ndash; Montvale, NJ 
SHCA is the US Consumer Products Group of Sharp Electronics Corporation, the US sales subsidiary of Sharp Corporation, a worldwide developer and manufacturer of one-of-a-kind premium technology products. SHCA includes our premium home appliances manufacturing facility in Memphis, TN, along with sales and marketing operations in Montvale, NJ, and home electronics servicing based in both Montvale, NJ, and Memphis, TN. Leading products include Sharp Microwave Drawer&trade; ovens, Celerity&trade; High-Speed Oven, AQUOS&trade; TVs, Sharp Carousel&reg; microwave ovens, SuperSteam+&trade; ovens, and Plasmacluster&reg; Ion air purifiers.
Sharp Corporation appears among the top 10 electronics companies on Fortune's World's Most Admired Companies for 2025. Sharp Electronics Corporation received a 2025 award for Best Places to Work in NJ for the fifth consecutive year. Learn more at <a href="https://www.sharpusa.com/" target="_blank" rel="noopener">https://www.sharpusa.com</a>.&nbsp;
Sharp, AQUOS, Carousel, Microwave Drawer, Celerity, SuperSteam+, Plasmacluster, and all related trademarks are trademarks or registered trademarks of Sharp Corporation and/or its affiliated companies. All other trademarks are the property of their respective owners.
&nbsp;
About Xumo 
Xumo, a joint venture between Comcast and Charter, was formed to develop and offer a next-generation streaming platform for the entire entertainment industry. The company consists of three primary lines of business: Xumo devices, Xumo Play, and Xumo Enterprise.
Powered by Comcast&rsquo;s global entertainment platform, Xumo devices feature a world-class user interface that includes universal voice search capabilities, making it easy for consumers to find and enjoy their favorite streaming content. Xumo Play is a free ad-supported streaming TV (FAST) service with hundreds of ad-supported linear channels and on-demand options that anchors the free content offering on Xumo devices and is also available as an app on other major streaming platforms. Xumo Enterprise is the business-to-business arm of the joint venture, providing content makers, distributors and advertisers with tools and services to make FAST content more accessible.

Sharp has launched its AQUOS QLED 4K Ultra HD Smart Xumo TV. Powered by the Xumo operating system, the TV delivers a seamless and intuitive entertainment experience by integrating effortless navigation, universal voice search, and access to hundreds of free streaming channels through Xumo Play.

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