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Tubi surpasses 100 million users amid streaming advertising boom

Free streaming service reaches 2.2% of total TV viewing as ad-supported platforms gain market share.

Luis Rijo

• 6 min read
Tubi streaming milestone graphic: 100M monthly users, 2.2% TV viewing share statistics
Tubi streaming milestone graphic: 100M monthly users, 2.2% TV viewing share statistics

Fox Corporation's ad-supported streaming service Tubi announced on June 17, 2025, that it had exceeded 100 million monthly active users and surpassed 1 billion hours of total viewing time during May 2025. According to Nielsen's The Gauge measurement system, the platform reached an all-time high of 2.2% of total television viewing minutes in May 2025.

The milestone represents substantial growth for the San Francisco-based streaming service, which operates entirely on advertising revenue without subscription fees. Tubi's achievement comes during a period of intense competition in the streaming market, where traditional advertising models face increasing pressure as audiences fragment across multiple platforms.

Summary

Who: Tubi, Fox Corporation's ad-supported streaming service led by CEO Anjali Sud, reaching audiences primarily composed of Generation Z and Millennials (over 50%), with 67% being cord cutters and cord nevers.

What: Tubi exceeded 100 million monthly active users and surpassed 1 billion hours of total viewing time in May 2025, while achieving 2.2% of total television viewing minutes according to Nielsen's The Gauge measurement system.

When: The milestone was announced on June 17, 2025, reflecting performance data from May 2025, marking significant growth since Fox Corporation's acquisition of the platform in April 2020.

Where: The achievement spans Tubi's operations across the United States, where the service offers nearly 300,000 movies and television episodes plus 400 original productions through more than 25 digital platforms and over 30 device types.

Why: The growth reflects Tubi's 100% free, ad-supported model appealing to cost-conscious viewers during economic uncertainty, while offering advertisers access to engaged audiences with significant purchasing power amid increasing fragmentation in the streaming marketplace and declining traditional television viewership.

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"In the fierce battle for consumer attention, Tubi continues to gain momentum by offering something different: premium on-demand entertainment that is 100% free for viewers and 100% powered by ads," said Anjali Sud, CEO of Tubi, in the announcement. Sud emphasized the platform's appeal to "cordless audiences, younger audiences and audiences that dictate culture, define trends and represent billions in purchasing power."

The service now offers nearly 300,000 movies and television episodes alongside 400 Tubi Originals across a variety of devices. More than 95% of viewing on Tubi consists of on-demand movies and television shows, distinguishing the platform from other Free Ad-Supported Television (FAST) services that focus primarily on live, linear channel programming.

Demographic data reveals significant audience characteristics. Over half of Tubi viewers are Generation Z or Millennials, according to the announcement, while 67% are cord cutters and cord nevers, according to the March MRI Cord Evolution Study. Nearly one in four Tubi viewers watch a Tubi Original as demand increases for exclusive content featuring diverse talent and narratives.

The streaming landscape has witnessed considerable changes in recent months, particularly in advertising technology and market dynamics. Connected TV advertising spending is projected to reach $33.35 billion in 2025, driven by enhanced targeting capabilities and improved ad formats across platforms.

Tubi's growth trajectory aligns with broader industry trends toward ad-supported streaming models. The platform has recently expanded its technological infrastructure, with integration into Google's Display & Video 360 platform announced in March 2025, providing advertisers with enhanced targeting capabilities through programmatic advertising tools.

The service's content strategy focuses on developing, licensing, and acquiring premium content that serves specific fandoms while resonating with young, multicultural audiences. Upcoming Tubi Original premieres include "Breaking Bear" starring Brendan Fraser, Sarah Michelle Gellar, Annie Murphy, Elizabeth Hurley, and Josh Gad. The platform also announced the renewal of "Big Mood" with Nicola Coughlan and Lydia West for a second season.

Fox Corporation acquired Tubi in April 2020 for approximately $440 million. The service currently generates an estimated $700 million in annual revenue as of 2023, representing significant growth since the acquisition. Tubi operates as part of Tubi Media Group, a division that oversees Fox Corporation's digital businesses.

For the television upfront market, Tubi announced several innovative advertising formats designed to meet brand needs across industries. New products include Tubi Wrappers for studios promoting theatrical releases, Carousels for virtual showrooms, new pause ad formats, and Tubi Moments where creative content appears during relevant programming moments. Additionally, Tubi Storefronts and Tubi Prime offer guaranteed ad placements within popular, brand-safe content.

The platform's technological architecture employs real-time bidding for video advertisements across various platforms. This approach aligns with recent industry developments, including Amazon's partnership with Roku announced on June 16, 2025, which created the largest authenticated Connected TV footprint for advertisers in the United States.

Tubi's growth occurs amid significant shifts in viewing patterns. Nielsen's June 2024 data showed streaming services captured 40.3% of total TV usage, marking the highest share ever recorded for a single category. Notably, Tubi experienced 14.7% growth and achieved a 2.0% share of television usage, setting new performance records.

The platform has also secured notable sports broadcasting agreements throughout 2025. Tubi acquired rights to stream 50% of Premier League matches in Mexico and Central America starting from Matchday 26 of the 2024-25 season on February 19, 2025. Earlier agreements included CONCACAF Champions Cup broadcasting rights in Mexico and home games for León and Pachuca clubs across multiple Central American markets.

Content partnerships have expanded substantially since Tubi's founding in 2014. The service now features programming from over 250 content partners, accessible through more than 25 digital platforms in the United States. Recent agreements include content deals with South Korean entertainment company CJ ENM in December 2022 and Warner Bros. Discovery for Fast channels and on-demand content throughout 2023.

The competitive streaming advertising market has experienced significant changes in pricing dynamics. Cost per thousand (CPM) rates declined across major platforms following Amazon's entry into the ad-supported streaming market in January 2024, with platforms like Netflix and Disney+ experiencing CPM decreases of 26.3% and 27.6% respectively.

Tubi's advertising technology infrastructure includes partnerships with identity resolution providers. The platform joined other major streaming services in Yahoo's Identity Solutions for Connected TV announced in April 2024, enabling enhanced targeting and measurement capabilities as third-party cookie usage declines.

Industry observers note the strategic importance of Tubi's free, ad-supported model during economic uncertainty. The platform positions itself as an essential destination for advertisers seeking to reach consumers who demonstrate significant purchasing power while operating in an increasingly fragmented media landscape.

For content creators, Tubi has introduced several initiatives including Stubios, described as the first fan-fueled studio in streaming, and a recently announced Kickstarter partnership bringing over 20 crowdfunded films exclusively to the platform. These programs aim to reduce barriers for creators while providing viewers with content unavailable elsewhere.

The announcement reflects broader transformations in television consumption patterns and advertising technology. Google's Display & Video 360 platform now reaches 98% of Connected TV households, providing access to more than 5 billion hours of ad-supported viewing monthly, demonstrating the scale opportunities available to streaming platforms and advertisers.

Looking forward, Tubi continues expanding its original programming slate with sports-culture intersection stories including "Destination World Cup 2026" and "Zero Start: The Cam Ward Story." The platform's strategy emphasizes breaking down traditional creator barriers while delivering content that reflects diverse viewer experiences and cultural narratives.

The 100 million user milestone positions Tubi among the largest free streaming services globally. This achievement occurs as traditional television viewing continues declining while streaming platforms invest heavily in advertising technology, content acquisition, and audience measurement capabilities to capture viewer attention and advertiser investment.

Timeline

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