Over the past 18 months, Tubi has emerged as a major force in the streaming space, swiftly overtaking competitors such as Peacock, Max, Paramount+, and Apple TV+ in total viewing time; even approaching Disney+ in Nielsen’s rankings. With 100MM monthly active users as of May 2025, only YouTube, Netflix, Amazon, and Hulu retain bigger audiences, confirming Tubi as a top-tier player in the streaming market1.
How is Tubi winning?
- It’s 100% Free, No Account Required - Unlike many rivals, Tubi uses a free, ad-supported model (FAST: Free Ad-Supported Streaming TV). Users don’t even need to create an account, eliminating common sign-up barriers and fostering trust among viewers who were once skeptical about “free” streaming.
- A Massive, Accessible Library - Tubi distinguishes itself by curating tens of thousands of older shows and movies, from classic TV to 2000s comedies. While it lacks high-budget originals, its “bargain bin” approach has resonated with cost-conscious audiences hungry for variety.
- Ad-Supported but Less Intrusive - The ad-supported model funds the platform while keeping cost to consumers at zero. As covered in a previous blog “Why FAST Channels Are Gaining Viewership,” FAST platforms like Tubi are thriving as cord-cutters gravitate toward affordable, cable-like experiences without monthly fee.
- Targeted Advertising That Benefits Both Brands and Viewers - With advancements in ad targeting, Tubi can deliver personalized ad experiences, which makes their FAST model increasingly attractive to advertisers and delivers value to viewers, a trend explored in Awarity’s “What to Expect from Connected TV Advertising in 2025”.
What sets Tubi apart from other FAST channels? While Pluto TV and Roku Channel also use the FAST model, Tubi is currently outpacing them in engagement, ranking just below the streaming giants, based on Nielsen data, and proving that audiences are rapidly shifting from subscription platforms to ad-supported options, especially as subscription costs continue rising. For advertisers, this shift represents an engaged audience for cost-effective reach.
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