How Tubi is Changing the Streaming Game
Tubi, a free streaming platform owned by Fox, is gaining significant traction in the competitive streaming landscape. Hitting profitability for the first time in September 2025, Tubi has captured the attention of viewers, particularly millennials and Gen Z, boasting 100 million monthly active users and over 1 billion streamed hours each month. It achieved 2.1% of total streaming minutes as reported by Nielsen, outpacing larger competitors like Peacock and HBO Max.
The Rise of Free Streaming Services
In a market dominated by paid subscriptions, Tubi's model stands out by providing an ad-supported experience. As people reconsider their entertainment expenses, especially amidst rising subscription costs and recent crackdowns on password sharing, free streaming options are becoming notably appealing. “People used to cut the cord; now they're canceling subscriptions,” notes Tubi's Chief Content Officer Adam Lewinson. The trend points to a shift where consumers are flocking towards ad-supported platforms like Tubi as a viable alternative.
Connecting with Younger Audiences
Nearly 60% of Tubi's audience is composed of millennials or Gen Z, a demographic that has traditionally leaned towards subscription services. Tubi's ability to attract these viewers hinges on offering diverse content, from popular films to niche programming. Additionally, the platform has found success with live sports, showcasing NFL games, including the Super Bowl, which draws substantial viewership.
Implications for the Future of Streaming
The successful trajectory of Tubi raises questions about the sustainability of subscription-only services in light of changing consumer preferences. With Tubi's growing library of over 300,000 titles, the platform illustrates a compelling case for how business leaders can adapt to shifting market trends. As ad revenue continues to soar, evidenced by Fox's reported 27% year-over-year revenue increase, Tubi's growth may inspire other media corporations struggling in the saturated subscription space.
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