As we delve into the evolving landscape of streaming media, Tubi stands out as a shining example of success in an industry perpetually challenged by competition and changing viewer habits. By 2024, the ad-supported platform has surged to over 97 million monthly active users (MAUs) and surpassed an astounding 10 billion hours of streamed content. This impressive growth underlines Tubi’s position as a formidable player, especially after Fox Corporation’s strategic acquisition for $440 million in 2020. Fox has since projected Tubi to generate $1 billion in revenue for the full year, a staggering leap from the financial modesty of $150 million during its acquisition.
Tubi’s ascent comes during a transitional period for many media companies, as pay-TV continues to decline amid widespread cord-cutting. Unlike traditional linear television networks, which are struggling with dwindling viewership and subscriber numbers, Tubi has emerged as a lifeline for Fox and, by extension, for audiences seeking free, on-demand content.
Despite Tubi’s significant user base, the methodology behind calculating Monthly Active Users (MAUs) draws scrutiny. The metric itself is steeped in ambiguity, harking back to the early, unsophisticated days of internet usage metrics. As seen across various platforms, the definition of what constitutes an active user can differ dramatically. For instance, some streaming services consider a mere 15-second viewing engagement enough to classify someone as an active user. Additionally, Tubi’s MAU figure does not account for overlaps, including duplicate countings across devices or within household subscriptions, sparking debates about the true scale of its viewer engagement.
Fox has notably refrained from disclosing detailed insights into Tubi’s MAU calculation, leaving audiences and analysts alike to speculate on the platform’s actual reach. Nevertheless, the undeniable increase in overall viewership—as indicated by Tubi’s mounting presence in Nielsen’s ratings—shows that the platform is rapidly gaining ground, even outranking competitors like Max and Peacock in the free streaming segment.
Tubi has artfully tapped into a vibrant demographic landscape. Data indicates that more than 34% of its viewership is comprised of individuals aged 18 to 34, with a substantial proportion being Gen Z or Millennials. Further, nearly half of Tubi’s audience identifies as multicultural, a fact that reflects the platform’s commitment to diverse storytelling. Notably, 77% of its users report not having cable subscriptions, which signals a paradigm shift away from traditional media consumption towards flexible, on-demand viewing experiences.
Tubi has differentiated itself from competitors like Pluto TV by finding significant success with on-demand content—95% of Tubi’s viewership stems from this category, avoiding the live streaming direction that some rivals pursue. This focus positions Tubi to cater effectively to the binge-watching culture prevalent among younger audiences.
The origins of Tubi’s platform content were built upon well-established film and television libraries. However, in recent years, the company has pivoted towards producing original programming, which has increasingly resonated with viewers. According to reports, one in four viewers has engaged with Tubi’s originals, highlighting the successful integration of fresh storytelling into its catalog. A standout title, “Sidelined: The QB and Me,” garnered unprecedented viewership within its opening week last November, attracting the most new viewers of any Tubi title in history.
Competition in the streaming market is fierce, but Tubi’s approach appears to be paying off. By prioritizing unique narratives from diverse storytellers and fostering an engaging user experience, Tubi is not just surviving in the streaming arena—it is thriving. The emphasis on appealing directly to its viewers has led to tangible results, indicating that a viewer-first strategy could redefine how content platforms approach their audiences.
As Tubi continues to navigate this landscape, its growth trajectory suggests that it is well-positioned to face future challenges. With the combination of robust viewership numbers, strategic content initiatives, and adept handling of audience preferences, Tubi’s position as a leader in free streaming is becoming more entrenched. The company embodies the potential for transformative growth in an industry that is always shifting and adapting, redefining the possibilities of free entertainment in a monetized digital world.