The top 5 myths about personalized weather content for FAST (and how to solve them)

When it comes to the growth of the FAST industry, the numbers don’t lie. They’re telling a story of rapid expansion, and frankly, they’re starting to look a little unbelievable – but in the best possible way. Revenue is projected to climb from $8 billion in 2023 to $17 billion by 2029,¹ and by 2028, streaming ad spend will overtake linear television.² Today, more than 115 million FAST users in the U.S. watch an average of three hours per day, generating over two billion ad impressions annually.³

At the same time, 48% of U.S. adults now prefer digital as their primary source for local news, and 89% of online weather content is outdated.⁴ FAST has even revitalized linear TV, with personalization expected to accelerate that growth further.⁵

Personalized weather content provides the missing link for FAST platforms. As one of the most habitually consumed information categories, weather offers the perfect solution to fill FAST’s demand for fresh, relevant, and monetizable stories. But first, let’s clear up a few common myths.

Myth #1: Repurposing linear weather segments is enough to attract digital audiences

Reality: FAST audiences expect content that’s hyper-local, on-demand, and visually dynamic. Linear weather clips don’t translate well into a digital-first environment due to font colors and sizes, and map graphics. Studies also confirm the issue: nearly 9 in 10 online weather updates are stale.⁶

Solution: ReelSphere from The Weather Company automates the creation of digital-first, snackable video. Each segment is updated in real time, visually engaging, and tailored to the viewer’s specific location, exactly what FAST consumers expect. Audiences increasingly expect weather content to be designed for digital platforms.⁷

Myth #2: Filling content gaps is too expensive and requires a huge team

Reality: Manually producing fresh digital content is costly and inefficient. A recent study found that 73% of online weather coverage is clipped content and just 27% is recorded content,⁸ which shows how heavily broadcasters still rely on repurposing rather than creating digital-first material.

Solution: ReelSphere delivers digital content automation that scales output without increasing staff. Broadcasters can keep their teams focused on high-impact weather days while ReelSphere generates an ongoing stream of ready-to-air digital segments.

Myth #3: Weather content is a commodity; it’s hard to make it a revenue driver

Reality: Weather is one of the most habitually checked content categories. In fact, 98% of advertisers are interested in sponsoring weather content⁹ and recognize its power to deliver contextually relevant ads at scale.

Solution: We designed ReelSphere with advertising in mind. Customizable, sponsor-ready segments allow platforms to pair weather updates with relevant promotions, from travel offers to retail campaigns, unlocking new revenue streams.

Myth #4: You can’t get hyper-local content without a local team

Reality: Audiences want forecasts that matter to their exact location, not just the nearest city. Traditional models are limited in scope, leaving gaps in relevance.

Solution: ReelSphere scales hyper-local coverage without needing meteorologists on staff. For example, ReachTV uses ReelSphere to deliver location-specific forecasts across 2,400+ airport gates,¹⁰ keeping travelers informed with accurate updates for both departure and destination. Audiences are also demanding more hyper-localized streaming content.

Myth #5: FAST is a “set it and forget it” content model

Reality: FAST thrives on fresh, snackable content. Outdated material erodes loyalty, while timely, relevant updates keep audiences engaged. With the vast majority of online weather content outdated, maintaining freshness is critical. Success in streaming depends on constant evolution, not a “set it and forget it” strategy.

Solution: ReelSphere enables an always-on strategy. With automated updates and scalable video production, platforms can keep content fresh around the clock to make sure they stay competitive in the crowded FAST ecosystem.

The forecast for FAST

The myths around FAST content keep platforms from tapping into their full potential. The reality is that weather is one of the most trusted, most consumed, and most monetizable verticals in streaming. With personalized weather content powered by The Weather Company, the world’s most accurate forecaster,¹¹ ReelSphere helps broadcasters and platforms fill content gaps, engage audiences, and unlock new revenue opportunities.