As the free, ad-supported streaming (Fast) sector continues to develop, a new trade group has been formed by 10 companies looking for parity with major media and tech companies.

The Independent Streaming Alliance describes itself as a “pro-competitive, independent industry forum to proactively engage and work collaboratively with consumers, platforms, regulators, and media.” Its founding members include Allen Media Group, Chicken Soup for the Soul Entertainment, Cineverse, Future Today, kweliTV, Revry, Scripps, Tastemade, Tmb (Trusted Media Brands), and Vevo.

Collectively, the Isa’s founding companies generate more than a half-billion hours of watch time every month. Although most got to Fast early and have continued to invest there, they share a common concern about being at a disadvantage with ad buyers and other key constituents as larger media and tech companies increasingly throw their weight around. Warner Bros Discovery, Paramount Global and Lionsgate are among the bigger entities taking a closer...