Free Live Sports Expands to 75 Million Homes in Global FAST Push

NEW YORK, NY – January 06, 2026 – Free Live Sports (FLS), the flagship streaming platform from Sports Studio Inc., has announced a landmark expansion, securing seven new distribution deals that will bring its ad-supported content to over 75 million households worldwide. The move significantly bolsters its presence in the fiercely competitive Free Ad-Supported Streaming TV (FAST) market and pushes the boundaries of sports consumption by venturing into the burgeoning world of in-vehicle entertainment.

The agreements span major Connected TV (CTV) platforms and smart TV operating systems, including VIDAA (powering Hisense TVs), Rakuten TV, and the rapidly growing Titan OS. This aggressive expansion solidifies FLS's strategy to become a ubiquitous destination for sports fans seeking content without the burden of a subscription, tapping into a powerful consumer shift away from traditional pay-TV.

A Strategic Play in the Crowded FAST Lane

This expansion is more than just a numbers game; it represents a calculated move to secure a dominant position in the global streaming ecosystem. The addition of 75 million households is anchored by partnerships with significant players. VIDAA, for instance, powers Hisense TVs and held a 7.8% global market share for smart TV operating systems in 2024, making it a major gateway to international audiences.

Another key partner, Titan OS, has emerged as a formidable European challenger, capturing nearly 5% of the market in its first year and boasting 18 million active users across Europe and Latin America. By integrating with these platforms, FLS not only gains massive reach but also embeds itself within ecosystems designed for modern advertising and content discovery.

This aggressive scaling is critical as FLS competes against established FAST giants like Paramount’s Pluto TV and Fox’s Tubi. These competitors already offer dozens of sports-themed channels, including content from the NFL, MLB, and PGA Tour. While FLS’s "unparalleled sports content" likely consists of a broad mix of live niche sports, analysis shows, documentaries, and classic games rather than the premium, top-tier live events that remain locked behind expensive paywalls, its strategy is focused on ubiquity and accessibility. The goal is to be available on every screen, making it the default, friction-free choice for casual and dedicated sports fans alike.

"This global expansion underscores the momentum behind Free Live Sports and the universal demand for accessible, high-quality sports content,” said Cathy Rasenberger, President of Sports Studio Inc., in the announcement. “Partnering with these world-class platforms allows us to reach millions of new fans while giving our channel partners even broader exposure."

Beyond the Living Room: The New Frontier of In-Vehicle Sports

Perhaps the most forward-looking element of the announcement is the partnership with 3SS, a leader in in-vehicle entertainment solutions. This deal will bring Free Live Sports content directly to car dashboards via the 3Ready Automotive platform, which is being deployed by major global auto manufacturers. It’s a pioneering move that positions FLS at the forefront of a new media consumption frontier.

The in-vehicle infotainment market is no longer a niche segment; it's a booming industry valued at over $33 billion in 2024 and projected to soar towards $50 billion by 2030. As vehicles become more connected and the prospect of autonomous driving inches closer to reality, the car is transforming into a third space for entertainment, alongside the home and mobile devices.

By entering this market now, FLS is betting on a future where commutes and road trips become prime opportunities for media engagement. The 3SS platform is designed to create a seamless, user-friendly experience, turning vehicle displays into dynamic entertainment hubs. For FLS, this means capturing a previously untapped audience and establishing an early foothold in a space its competitors have yet to fully explore. This strategic push beyond the living room illustrates a vision for sports entertainment that is truly available anywhere, anytime.

Fueling Growth with Ad-Tech and Accessibility

The entire FLS model is built on a simple premise: delivering free content supported by a sophisticated advertising infrastructure. This expansion significantly enhances the company’s ability to monetize its growing audience across North America, Europe, Latin America, and Asia. The strategy relies on modern ad-tech, including dynamic ad insertion (DAI), which tailors commercials to individual viewers in real-time, and contextual targeting, ensuring ads are relevant to the sports content being watched.

The new partnerships are instrumental to this model. Platforms like Anoki’s LiveTVx, which is integrated with Google TV, utilize AI to power content discovery and employ advanced monetization technologies. Similarly, Titan OS leverages its first-party user data to offer advertisers highly targeted campaigns. This symbiotic relationship allows FLS to provide its content for free while delivering "meaningful revenue uplift" for itself and its content partners.

This approach directly addresses a major shift in consumer behavior. With subscription fatigue setting in and households looking to cut costs, the demand for free, ad-supported content has skyrocketed. For years, live sports was the primary anchor holding consumers to expensive cable packages. A 2022 survey revealed that 73% of sports streaming users had already cut the cord. FLS and the broader FAST ecosystem provide a viable, cost-free alternative that is rapidly gaining favor, especially among younger, digital-native audiences.

The rollout of Free Live Sports across these new platforms has already begun, with full integration expected in early 2026. This expansion not only marks a transformative moment for the company but also signals a broader industry evolution, where the future of sports viewing is increasingly free, accessible, and available on every screen imaginable.