The free ad-supported streaming television (FAST) sector is continuing on an upward path, according to research from Parks Associates’ Streaming Video Tracker.

The research firm found that 46% of U.S. internet homes regularly use FAST to watch long-form video content.

Parks Associations’ quarterly Streaming Video Tracker follows the TV habits of 8,000 households. The firm found that the top three providers are Tubi, The Roku Channel, and Pluto TV. Tubi, the press release said, has “significantly outpaced” its competitors.

The streaming tracker found that other key players include Samsung TV Plus and XUMO Play. Mid-tier services are LG Channels, VIX, and Local Now. The top ten list is filled out by WatchFree+ (Vizio) and Sling Freestream.

Commentary in the report says that the findings are consistent with a broader industry shift towards free ad-supported alternatives. This is caused by subscription fatigue and rising streaming costs.

This is good news for the FAST sector, since advertisers will follow consumer trends. The commentary says that the FAST sector will continue to grow this year and beyond.

“FAST services are no longer a secondary viewing option, they are a central part of the streaming landscape,” Michael Goodman, Parks Associates’ Director, Entertainment Research, said in a press release about the streaming TV report. “The gap between leaders like Tubi and the rest of the market underscores the importance of content breadth, distribution partnerships, and user experience in driving viewer engagement.”

In April, Parks Associates reported that the connected TV platform market remains fairly narrow. The Roku OS leads at 28%, with Samsung’s Tizen OS following at 23%. The middle-level players were reported to be Amazon Fire TV, the LG webOS and Vizio SmartCast. Smaller players included Apple tvOS, gaming consoles and Android TV.

That Parks Associates report found four trendlines:

• A small number of players controlling a majority of customers.
• Samsung has a strong installed base and Roku has grown slightly.
• Leading streaming TV players control advertising management.
• The TV operating systems play key roles in recommendations, search, user experience and viewing behavior.