Insights
October 28, 2025
What is Tubi's share of TV viewing? (Q2 2025)
Table of Contents
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2.2%
Tubi's share of total TV viewing
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+60%
Tubi's growth in one year
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+25%
18-24 viewership spike (May 2025)
According to Nielsen's May 2025 rankings, Tubi reached a record 2.2% share of total TV usage, up from 1.9% and representing over 60% growth since debuting on the Nielsen Gauge just over a year ago. The Fox-owned free ad-supported streaming service has emerged as one of the fastest-growing streaming platforms in the United States, capturing viewing time from both traditional TV and competing streaming services. For advertisers, Tubi's growth represents expanding premium ad-supported inventory reaching engaged audiences who prefer free, ad-supported content over paid subscriptions.
Understanding Tubi's position in the streaming market requires recognizing what makes it different from subscription services. Tubi is entirely free to viewers, supported by advertising rather than subscription fees. This FAST (Free Ad-Supported Streaming Television) model attracts viewers seeking streaming content without monthly payments, creating significant ad-supported inventory. Tubi's library includes thousands of movies and TV shows, plus an expanding lineup of original content. Its 2.2% share of all TV viewing (streaming plus traditional broadcast and cable) positions it among the top streaming services for ad-supported reach.
What the data shows
Tubi's viewing share and growth metrics demonstrate its rising market position.
Current viewing share metrics
Nielsen Gauge data for May 2025 shows Tubi's position:
2.2%: Share of total TV viewing (streaming + traditional)
Up from 1.9%: Growth within recent months
+60%: Growth since Nielsen Gauge debut (approximately one year)
Record high: Highest share Tubi has achieved
These metrics establish Tubi as a significant player in the streaming landscape, though still smaller than major subscription services like Netflix (7.8%) or YouTube (10.3%).
Growth trajectory
Tubi's year-over-year growth has been exceptional:
60%+ annual growth: Fastest-growing major streaming platform
Consistent monthly gains: Share increasing month after month
Content investment payoff: Original content driving viewership
Fox synergies: Integration with Fox content and promotion
This growth rate significantly exceeds the overall streaming category growth, indicating Tubi is capturing share from competitors.
Young audience growth
Tubi has shown particular strength with younger viewers:
+25%: 18-24 viewership increase in May 2025
Gen Z appeal: Free model resonates with younger demographics
Content strategy: Programming targeting younger audiences
Social media integration: Content discovery through social channels
Young adult viewership growth suggests Tubi's future trajectory may continue accelerating as Gen Z increases its share of total TV consumption.
Competitive positioning
Tubi's 2.2% compares to other streaming services:
YouTube: 10.3% (includes non-TV content)
Netflix: 7.8% (subscription model)
Hulu: 3.1% (mixed subscription/ad model)
Tubi: 2.2% (fully ad-supported)
Peacock: 2.0% (mixed model)
The Roku Channel: 2.8% (fully ad-supported)
Among fully ad-supported services, Tubi ranks closely with The Roku Channel, both significantly larger than other FAST services.
Breaking down the numbers
Understanding what drives Tubi's growth reveals opportunities for advertisers.
The FAST model advantage
Tubi's free ad-supported model has proven compelling:
Zero cost to viewers: No subscription, no free trial that expires, no premium tier upsell. Viewers never pay anything.
Full content access: Unlike "freemium" services, Tubi provides complete access to its library for free.
Lower viewer commitment: Easy to try without financial decision, reducing adoption friction.
Acceptable ad load: Industry-standard ad loads (typically 8-10 minutes per hour) that viewers accept for free content.
This model attracts cord-cutters, budget-conscious households, and viewers streaming casually alongside subscription services.
Content strategy driving growth
Tubi's content approach supports its rapid growth:
Broad library: Thousands of movies and TV series across all genres
Recognizable titles: Well-known movies and TV shows, not just obscure content
Originals investment: Tubi Originals expanding to drive exclusive viewership
Live programming: Tubi live channels for sports and news content
Constant refreshment: Regular content additions keep the platform fresh
The combination of familiar content and new originals appeals to both casual browsers and dedicated viewers.
Fox ownership synergies
Fox Corporation's ownership of Tubi provides advantages:
Content pipeline: Access to Fox content library
Cross-promotion: Promotion during Fox broadcasts
Advertising relationships: Fox's advertiser relationships benefit Tubi
Distribution: Fox station apps include Tubi content
These synergies accelerate Tubi's growth beyond what independent FAST services can achieve.
Demographic reach
Tubi reaches diverse audience segments:
Young adults (18-24): Fastest-growing demographic
Budget-conscious households: Appeal of free content
Cord-cutters: Primary streaming for TV content
Cord-nevers: Younger viewers who never had cable
Secondary streaming: Alongside paid subscriptions
This demographic diversity creates advertising opportunities across audience segments.
Why it matters for your business
Tubi's growth to 2.2% of TV viewing creates significant advertising opportunities.
Growing ad-supported inventory
As Tubi's viewership grows, so does available advertising inventory:
More impressions available for advertisers
Maintained or improved CPMs despite growth
Geographic and demographic targeting options
High-quality streaming TV environment
For small business TV advertising, growing inventory means more opportunities to reach target audiences.
Young adult audience access
Tubi's strength with 18-24 viewers (up 25%) offers unique advantages:
Reach young consumers increasingly difficult to find on traditional TV
Build brand awareness with future customer base
Gen Z engagement in premium TV environment
Access to cord-nevers who never watch traditional TV
Businesses targeting younger demographics benefit from Tubi's strong youth audience growth.
Premium environment, accessible pricing
Tubi provides premium streaming environment without premium pricing:
Professional content (movies, TV shows, originals)
Living room viewing on connected TVs
Sound-on, full-attention viewing
CPMs comparable to other streaming services
Through aggregated platforms like Adwave, Tubi inventory is accessible at competitive CPMs.
FAST category growth participation
Tubi represents the broader FAST category, which continues growing:
Consumers increasingly accept ad-supported streaming
Economic pressures drive interest in free options
FAST becoming mainstream, not just budget alternative
Category growth exceeding subscription streaming
Advertising on Tubi positions businesses within the fastest-growing streaming segment.
How to take advantage of this trend
Capitalizing on Tubi's growth requires strategic platform selection and campaign planning.
Access through aggregated platforms
Most small businesses access Tubi inventory through aggregated platforms:
Adwave: Includes Tubi in 100+ channel mix
$50 minimum: Low barrier to entry
AI creative: Professional commercials without production budget
Combined targeting: Geographic and demographic across all channels
This approach provides Tubi reach alongside other streaming inventory.
Consider FAST focus for specific audiences
When targeting FAST-friendly audiences, consider emphasizing platforms like Tubi:
Budget-conscious demographics: FAST appeals to value-seeking viewers
Young adults: Tubi's 25% growth with 18-24 demonstrates appeal
Cord-cutters and cord-nevers: FAST is often primary TV for these groups
Casual viewers: FAST attracts viewers who don't justify subscription costs
Understanding your target audience's streaming preferences informs platform emphasis.
Optimize creative for FAST viewing
FAST viewers may respond differently than subscription service viewers:
Direct value propositions: Price-sensitive audiences appreciate deals
Clear calls to action: What should viewers do next?
Mobile-friendly messaging: Some FAST viewing happens on mobile
Repeat exposure: FAST viewers may see ads multiple times
Creative optimization for FAST audiences can improve campaign performance.
Monitor platform growth trends
Tubi's growth trajectory suggests continued expansion:
Track Nielsen Gauge updates for share changes
Monitor FAST category trends broadly
Adjust platform mix as viewership shifts
Consider first-mover advantages on growing platforms
Advertisers who recognized Tubi's growth early have benefited from expanding reach.
The bigger picture
Tubi's success reflects and influences broader streaming industry dynamics.
FAST legitimacy establishment
Tubi's growth helps establish FAST as a legitimate streaming category:
Scale achieved: 2.2% of all TV viewing is substantial
Quality content: Not just B-movies and obscure shows
Major ownership: Fox ownership provides corporate backing
Advertiser acceptance: Growing advertiser interest validates model
This legitimacy benefits all ad-supported streaming by demonstrating viewer acceptance of advertising.
Economic pressures and free content
Economic factors support FAST growth:
Subscription fatigue as services proliferate
Household budget pressures from inflation
Younger viewers comfortable with ads for free content
Value proposition clarity (free vs. paid)
These pressures suggest continued FAST growth regardless of economic conditions.
Impact on subscription services
Tubi's success affects subscription streaming strategies:
Netflix, Disney+, and others launched ad tiers
Subscription services losing share to FAST
Hybrid models becoming standard
Ad-supported options now available across streaming
This industry shift creates more ad-supported inventory across all major services.
Future growth potential
Tubi's growth potential remains significant:
International expansion: Tubi operates in multiple countries with expansion opportunity
Content investment: Continued originals investment drives viewership
Technology improvement: App and recommendation improvements
Fox integration: Deeper integration with Fox ecosystem
Advertisers establishing Tubi presence now position for continued platform growth.
Common questions answered
What is Tubi's share of TV viewing?
Tubi holds 2.2% of total TV viewing according to Nielsen Gauge data from May 2025. This represents all television viewing including streaming and traditional broadcast/cable. Tubi's share has grown over 60% in the past year, making it one of the fastest-growing streaming platforms.
Is Tubi really free?
Yes, Tubi is completely free for viewers. Unlike "freemium" services that limit free content, Tubi provides full access to its entire library without charge. The service is supported entirely by advertising, with ad loads similar to traditional TV (approximately 8-10 minutes of ads per hour of content).
How does Tubi compare to Netflix in viewership?
Netflix holds approximately 7.8% of total TV viewing compared to Tubi's 2.2%. However, Netflix is a paid subscription service while Tubi is free ad-supported. Tubi is growing faster than Netflix (60%+ year-over-year versus single-digit Netflix growth), narrowing the gap over time.
Can small businesses advertise on Tubi?
Yes, small businesses can advertise on Tubi through aggregated CTV platforms like Adwave. These platforms include Tubi inventory in their 100+ channel mix, providing access with low minimums ($50) and AI-generated creative at no additional cost. Direct Tubi advertising typically requires larger budgets.
What demographics watch Tubi?
Tubi reaches diverse demographics but shows particular strength with young adults (18-24), where viewership grew 25% in May 2025. The free model also appeals to budget-conscious households, cord-cutters, and cord-nevers. Tubi's audience spans all age groups and income levels.
What is FAST streaming and why does it matter?
FAST (Free Ad-Supported Streaming Television) refers to streaming services like Tubi that provide free content supported by advertising. FAST matters for advertisers because it creates significant ad-supported inventory with engaged viewers who actively chose ad-supported content. The FAST category is the fastest-growing segment of streaming.
How much do Tubi ads cost?
Tubi advertising costs vary by buying approach. Through aggregated platforms like Adwave, CTV CPMs typically range from $15-35 (average $25), with Tubi inventory included in that mix. Direct Tubi advertising may have different pricing and typically requires larger budgets.
What content does Tubi offer?
Tubi offers thousands of movies and TV shows across all genres, plus Tubi Originals (exclusive content), live channels, and sports content. The library includes recognizable titles from major studios, not just obscure content. Content is constantly refreshed with new additions.
Why is Tubi growing so fast?
Tubi's rapid growth results from several factors: the free ad-supported model appealing to budget-conscious viewers, strong content library with recognizable titles, Fox ownership providing promotion and content access, original content investment, and overall FAST category growth as viewers accept ad-supported streaming.
How does Tubi fit into a streaming advertising strategy?
Tubi is typically accessed as part of aggregated CTV campaigns that include inventory across 100+ streaming channels. This approach provides Tubi reach alongside other services, with platform optimization handled automatically. Businesses targeting FAST-friendly demographics might emphasize Tubi-heavy inventory mixes.
Is Tubi available on all streaming devices?
Yes, Tubi is available on virtually all streaming devices including Roku, Amazon Fire TV, Apple TV, smart TVs (Samsung, LG, Vizio, etc.), gaming consoles (Xbox, PlayStation), and mobile devices. This broad distribution contributes to Tubi's viewership growth.
What makes Tubi different from Pluto TV or other FAST services?
Tubi differentiates from other FAST services through its on-demand focus (versus Pluto TV's linear channel approach), Fox ownership and content access, investment in original content, and scale (2.2% share exceeds most FAST competitors). Each FAST service has a somewhat different content and viewing approach.
Does advertising on FAST services like Tubi work for local businesses?
Yes, FAST advertising works well for local businesses because aggregated platforms enable geographic targeting. A restaurant, real estate agent, or healthcare provider can target Tubi viewers in their specific service area, avoiding waste on distant audiences.
How will Tubi's growth affect advertising in the future?
Tubi's continued growth will likely create more available inventory, potentially moderating CPMs while maintaining quality. As FAST becomes more mainstream, viewers across all demographics will be accessible through ad-supported streaming. Advertisers establishing presence now build data and expertise for continued optimization.
What ad formats are available on Tubi?
Tubi primarily offers standard video advertising in 15-second and 30-second formats. Ads appear during natural content breaks similar to traditional TV commercial breaks. Through aggregated platforms like Adwave, the standard 30-second format is most common. Interactive or special ad formats may be available through direct Tubi relationships for larger advertisers.
How does Tubi's ad experience compare to subscription services with ads?
Tubi's ad experience is similar to other ad-supported streaming, with approximately 8-10 minutes of advertising per hour of content. This is less than traditional broadcast TV (approximately 15-20 minutes per hour) but more than some premium ad-tier services. Viewers who choose Tubi expect and accept the ad load as the "price" for free content.
Can I target specific Tubi shows or content categories?
Through aggregated platforms, targeting is typically based on geography and demographics rather than specific shows or content. Direct Tubi advertising may offer content-based targeting options. For most small business advertisers, geographic targeting (reaching viewers in your service area) is more important than specific content targeting.
What is Tubi's content library like?
Tubi offers thousands of movies and TV shows from major studios including MGM, Paramount, and Lionsgate. Content spans all genres including action, comedy, drama, horror, documentaries, and children's programming. Unlike some FAST services with obscure content, Tubi features recognizable titles viewers want to watch. Tubi Originals add exclusive content driving viewership.
How does Fox ownership benefit Tubi?
Fox ownership provides Tubi with content access from the Fox library, cross-promotion during Fox broadcasts, established advertiser relationships, and corporate resources for content acquisition and technology investment. These synergies help Tubi grow faster than independent FAST services and provide credibility with advertisers and viewers.
Is Tubi's growth sustainable or just a pandemic bump?
Tubi's growth has continued well past the pandemic viewing bump, suggesting sustainable factors driving expansion. The underlying trends (subscription fatigue, budget pressures, generational acceptance of ad-supported content) support continued FAST growth. Tubi's 60%+ year-over-year growth in 2024-2025 demonstrates sustained momentum beyond pandemic effects.
How does Tubi measure ad effectiveness?
Tubi provides standard streaming ad metrics including impressions, completion rates, and frequency. Through aggregated platforms, measurement is typically consolidated across all streaming channels. Website attribution, brand lift studies, and conversion tracking can connect Tubi ad exposure to business outcomes. QR codes in creative enable direct response tracking.
What budget should I allocate for testing Tubi advertising?
For initial Tubi testing through aggregated platforms, budgets of $200-$500 provide enough impressions for initial response assessment. Since Tubi is part of broader platform inventory, you're testing CTV overall rather than Tubi specifically. More granular Tubi-specific testing would require direct platform relationships with higher budgets.
How does Tubi fit into a multi-channel marketing strategy?
Tubi and streaming TV generally work best as awareness-building channels that complement direct response channels like search and social. Streaming TV reaches audiences in a lean-back, high-attention environment, building brand recognition that improves performance of other channels. Businesses typically allocate 10-20% of marketing budget to streaming TV alongside existing digital channels.
What industries perform best on Tubi?
All consumer-facing industries can perform well on Tubi, but businesses with broad consumer appeal see particularly strong results. Food and beverage, retail, entertainment, and consumer services benefit from Tubi's broad demographic reach. Professional services and healthcare can also succeed with appropriate geographic targeting to reach local audiences.
How quickly can I launch a Tubi advertising campaign?
Through self-serve platforms like Adwave, you can launch campaigns including Tubi inventory within hours of starting. AI creative generation eliminates production delays, and automated campaign setup means no waiting for agency involvement or platform negotiations. This speed enables rapid testing and iteration.
What makes FAST viewers different from subscription streaming viewers?
FAST viewers have chosen free ad-supported content over paid subscriptions, indicating either budget consciousness or casual viewing habits. This makes them potentially more receptive to value-oriented messaging and deals. FAST viewers also tend to be lighter TV watchers overall, meaning ad exposure may be more memorable and less cluttered.
Can I run Tubi campaigns alongside my existing digital advertising?
Yes, Tubi and streaming TV campaigns complement existing digital advertising. Many businesses run streaming TV alongside Meta, Google, and YouTube ads, using streaming for awareness and brand building while relying on digital for direct response. Attribution platforms can help understand how streaming TV influences other channel performance.
Supporting data
Additional statistics contextualizing Tubi's TV viewing share:
2.2%: Tubi share of total TV viewing (May 2025)
1.9%: Tubi share in previous period
+60%: Year-over-year growth
+25%: 18-24 viewership growth (May 2025)
7.8%: Netflix share (for comparison)
10.3%: YouTube share (for comparison)
2.8%: The Roku Channel share (FAST competitor)
2.0%: Peacock share (mixed model)
$25: Average CTV CPM through aggregated platforms
100+: Channels available through Adwave
Data sources:
Industry streaming reports
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