While Netflix, Disney+, and Amazon Prime Video often dominate conversations about streaming, there’s another platform quietly gaining ground in the streaming world: Tubi. With 97 million active monthly users and more than 10 billion hours of content watched in 2024, this free streaming service is proving that you don’t need a subscription to enjoy great content.
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A Free Alternative with Impressive Growth
Tubi’s meteoric rise can be attributed to its free, ad-supported model, which offers a compelling alternative in a market increasingly flooded with paid streaming services. For viewers who are looking to cut costs or simply avoid monthly fees, Tubi provides a significant draw. Whether you’re cutting the cord from traditional cable or never subscribed in the first place, Tubi offers a vast library of content without requiring you to open your wallet.
Acquired by Fox Corporation for $440 million in 2020, Tubi has come a long way since its launch in 2014. Today, it boasts a catalog of 275,000 movies and TV episodes, along with more than 300 original productions. This library is a big reason why the platform has carved out its place in the competitive streaming landscape. According to Nielsen, Tubi now accounts for 1.8% of total TV viewing time in the U.S.—an impressive figure for a service that’s completely free to users.
Tubi’s Strategy: Focus on User Experience
What’s the secret behind Tubi’s success? According to Anjali Sud, Tubi’s CEO, it all comes down to a simple but effective strategy: prioritizing user experience by offering unique content and a broad variety of choices. This approach seems to be paying off, as Tubi is on track to surpass $1 billion in revenue this year, according to Lachlan Murdoch, CEO of Fox.
Unlike traditional cable TV, Tubi’s ad-supported model allows users to access content without having to pay a subscription fee. Instead, viewers watch brief ads before or during their shows, similar to the commercial breaks in traditional television. It’s a win-win for both users and advertisers, making Tubi a valuable player in the fast-evolving world of free streaming.
A Popular Choice for Cord-Cutters and Cord-Neverers
Tubi is especially popular among cord-cutters and cord-nevers—those who have cancelled traditional cable subscriptions or never had one in the first place. In fact, these viewers make up 63% of Tubi’s audience, underscoring the platform’s appeal to a growing demographic that is increasingly moving away from traditional TV services.
Interestingly, 90% of Tubi’s content consumption is done through on-demand video, allowing users to pick and choose what they want to watch rather than sticking to a predetermined schedule. This flexibility is a big selling point for viewers who want control over what, when, and how they watch TV.
Facing Competition in the FAST Space
Tubi isn’t the only player in the FAST (Free Ad-Supported Television) space. Other services like Samsung TV Plus and Pluto TV are also vying for viewers’ attention, with Samsung TV Plus reporting 88 million monthly users and Pluto TV, which had about 80 million users before ceasing to report its figures in 2023.
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Despite this growing competition, Tubi continues to stand out due to its vast content library, its continued focus on user experience, and its ability to reach an audience that values free access over subscription costs. As the streaming landscape continues to evolve, platforms like Tubi are proving that being free can be a powerful differentiator in a world full of subscription-based services.
Whether you’re looking to watch a classic movie or catch up on the latest TV shows without breaking the bank, Tubi offers a compelling option for viewers who want great content without the commitment of a paid subscription. It’s clear that Tubi is no longer just a small player in the streaming world—it’s a legitimate contender with millions of satisfied viewers.