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

Author: Lady Learned, VP, Business Operations & 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.

 

Engagement Deepened Across the Platform 

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% — 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.

 

Strengthened Platform and Brand 

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.

 

More Robust and Differentiated Content Lineup 

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’s Country, The Lucky Dog Channel, and the Law & Order FAST channel. Xumo Play was one of only five services chosen to debut Law & Order at launch, underscoring its growing relevance among major content providers.

 

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 advanced identity solutions and creating optionality and clearing hurdles for advertisers to access our premium streaming inventory.

The milestones reached in 2025 reflect both the strength of the FAST category and Xumo Play’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.