In the era of “streamflation,” where subscription prices for streaming services like Netflix, Disney+, Max, and Peacock have soared, Tubi is emerging as a game-changer. As more consumers seek budget-friendly options, Tubi, the free, ad-supported video-on-demand service owned by Fox Corp, is cashing in on the value of free content.
The Rise of Tubi
Nielsen data revealed that May was Tubi’s most-watched month ever, with an average audience of 1 million viewers—a remarkable 46% increase from the previous year. Tubi even outperformed Disney+, which averaged 969,000 viewers. Notably, Tubi surpassed NBCUniversal’s Peacock, Warner Bros. Discovery’s Max, Paramount Global’s Paramount+, and other free competitors like the Roku Channel and Pluto TV. Only YouTube, another ad-supported streaming platform, boasts more viewers than Tubi.
A Better Deal for Budget-Conscious Viewers
Tubi’s success is partly fueled by escalating subscription costs from its competitors. With Netflix, Amazon, and others now combining advertising with subscription fees, Tubi stands out as an attractive alternative. Adam Lewinson, Tubi’s Chief Content Officer, acknowledges the positive impact of these market dynamics on their growth.
A Diverse Audience
Tubi caters to a wide range of viewers. Approximately 63% of its users describe themselves as “cord-nevers” or “cord-cutters”—people who have never subscribed to a pay-TV package. The platform also appeals to multicultural audiences, covering Black, Latino, Asian, and LGBTQ+ communities. Surprisingly, Tubi’s median viewer age is just 39, making it the youngest audience in television.
A Genre-Rich Library
Tubi’s extensive library of 250,000 TV episodes and movies spans various genres, including horror, sci-fi, and classic hits. It has become a hub for Black filmmakers, hosting Village Roadshow’s Black Noir Cinema initiative. The first film under this initiative, “Cinnamon,” starred iconic actor Pam Grier from the Blaxploitation genre’s original era.
The Future of Tubi
As Tubi continues to grow, it plans to release over 100 original titles in the next 12 months. Brands can now integrate early during the development of these originals, providing new advertising opportunities. Tubi’s commitment to diverse content and its massive user base make it a compelling choice for both viewers and advertisers.
