Tubi is proving it pays to be give away some things for free.
As subscription fees for streaming giants like Netflix, Disney+, Max, and Peacock rise, viewers are increasingly turning to Tubi, the free, ad-supported streaming service owned by Fox Corp. This shift highlights the growing appeal of cost-free entertainment in a market where streaming has become more expensive.
In May, Tubi achieved its highest viewership to date, with Nielsen data revealing an average audience of 1 million viewers, a significant 46% increase from the previous year. This impressive growth allowed Tubi to surpass Disney+, which averaged 969,000 viewers, and easily outpace other competitors such as NBCUniversal’s Peacock, Warner Bros. Discovery’s Max, and Paramount Global’s Paramount+. Among free ad-supported streaming platforms, only YouTube boasts more viewers than Tubi.
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Founded in 2017 and acquired by Fox in 2020, Tubi offers 250,000 TV episodes and movies. It appeals to a broad audience, with 63% of users identifying as “cord-nevers” or cord-cutters. Tubi’s audience is multicultural, and the median age is 39, making it the youngest in television.
Tubi’s diverse content library includes genres like horror, sci-fi, and Black cinema. It has become a hub for Black filmmakers through initiatives like Village Roadshow’s Black Noir Cinema. Tubi also revives lesser-known shows like “Believe,” attracting new viewers.
The platform is expanding its original content, producing 200 titles since 2021, including genre movies, documentaries, and animated series. High-profile projects like “The Thicket,” starring Peter Dinklage, and the upcoming original series “The Z Suite,” starring Lauren Graham, highlight Tubi’s growing influence.
Tubi leverages social media to boost its content, with dedicated fan communities on platforms like Reddit and TikTok. Chief Marketing Officer Nicole Parlapiano noted the enthusiastic engagement from genre fans, enhancing Tubi’s visibility.
As streaming costs rise, Tubi’s free, ad-supported model is thriving, attracting a diverse, younger audience and solidifying its place in the competitive streaming landscape.