Video streaming has become essential for many households, with platforms like Netflix and Prime Video leading the market. However, rising subscription costs and stricter policies have frustrated users. In response, free ad-supported services like Tubi are gaining popularity, offering vast libraries without fees. Tubi, launched four years ago, has rapidly grown to nearly 100 million users, boasting over 275,000 titles through partnerships with major studios. Its success reflects changing consumer preferences for accessible, cost-effective viewing options.
In recent years, video streaming has transformed into a vital part of entertainment for countless households globally. With popular platforms like Netflix, Prime Video, Disney+, and Apple TV at the forefront, these services have built a strong presence by offering extensive catalogs of exclusive films and series. However, the recent surge in subscription fees has left many users frustrated, particularly due to the frequency of these hikes. Additionally, Netflix’s stricter account sharing policies have further disheartened its loyal subscribers.
Amidst this landscape, free ad-supported streaming platforms (FAST) are witnessing remarkable growth. These services allow users to enjoy thousands of films and series at no cost, with the trade-off being a few commercial breaks. One standout in this sector is a platform that, despite launching just four years ago, has already garnered nearly 100 million users, posing a significant challenge to the dominance of traditional paid streaming giants. Curious about this platform? Let’s dive in!
Tubi: The Rising Star in Streaming
In contrast to subscription-based services like Netflix and Prime Video, Tubi operates on an ad-supported model, making it a refreshing alternative. By leveraging advertising, Tubi provides users with access to a vast library of films and series free of charge, while generating revenue through ads that run between shows. This approach is particularly attractive given the ongoing price hikes of paid services. Since its acquisition by Fox Corporation in 2020, Tubi has seen astonishing growth; its user base has surged from 33 million to an impressive 97 million active users as of 2024.
Anjali Sud, the CEO of Tubi, attributes this remarkable success to a strategic focus on delivering high-quality content while maximizing advertising revenue without compromising viewer experience. The platform’s rise is also influenced by shifting consumer preferences; a growing number of internet users—often referred to as cord-cutters (those departing from traditional TV) and cord-nevers (those who have never subscribed to cable)—are opting for flexible and accessible free digital options. Currently, 63% of Tubi’s users fall into these categories.
Tubi: A Vast Library Awaits
While Netflix and Prime Video are known for their original content, Tubi boasts a different advantage: an extensive library. With over 275,000 films and series episodes, it significantly eclipses its competitors in content volume, featuring everything from classic cinema to cult favorites and vintage productions dating back to the early 20th century. This breadth of content has been bolstered by partnerships with renowned studios like MGM, Lionsgate, and Paramount, allowing Tubi to enrich its offerings and outshine many paid streaming services. This diverse selection appeals to film enthusiasts eager to explore titles not always found on other platforms.
With a steadily increasing user base, Tubi is carving out its niche as a formidable player in the streaming arena. According to Nielsen, it now captures 1.8% of total television viewing time in the United States—a remarkable achievement for a completely free service. This success can be credited to effective marketing strategies, particularly during Super Bowl LIX, where it reached 15.5 million simultaneous viewers, setting a record for free streaming services. The international expansion of Tubi is also a key component of its strategy, as it is already accessible in the United States, Australia, Latin America, and the United Kingdom, with potential plans for expansion into Europe on the horizon.