The Independent Streaming Alliance (ISA) is growing, announcing it has added five new niche ad-supported streaming members to the ten founders that created the group in June 2023. At 17.9 million US TV households at its founding, the new additions have topped up the group’s reach by a measly 2.1 million households, rounding off at a neat 20 million US homes reached by the ISA (note the data says TV homes, not connected TV homes). Equivalent to an 11% increase in homes reached, while growing its membership by 50%, this is a perfect example of the problem with free ad-supported streaming TV (FAST) – that even with a supposedly independent group, featuring FAST and AVoD providers not owned by any…