Fox Corporation’s ad-supported streaming service, Tubi, has reached new viewership milestones, surpassing 97 million monthly active users and streaming over 10 billion hours during last year calendar. The platform’s growth underscores the increasing market demand for free, ad-supported video-on-demand services, with more than 95% of the consumption on Tubi currently consisting of on-demand movies and television shows.
The platform’s expansion is heavily driven by younger demographics and cord-cutting audiences. According to the November MRI Cord Evolution Study, over half of Tubi’s viewers identify as Generation Z or Millennials, with more than 34% falling specifically into the 18 to 34 age bracket. Furthermore, nearly half of the user base is multicultural, and 77% report not having a traditional cable subscription. Anjali Sud, CEO of Tubi, indicated that the company’s momentum stems from a viewer-first strategy focused on offering a vast selection of stories and maintaining a free, accessible experience across devices.
Exclusive content has become a significant driver of this user engagement, as nearly one in four viewers currently watch a Tubi Original. The platform’s library now includes over 300 exclusive original titles. A recent release, the young adult romance SIDELINED: THE QB AND ME, premiered in November and set a platform record for the highest first-week viewership and the highest number of new viewers for any title in the service’s history. In addition, six of the platform’s original films have appeared on Variety’s Streaming Originals Chart, powered by Luminate data, within the last six months.
To sustain this programming momentum, Tubi has announced several new premieres for the current quarter. The slate includes the dark Western thriller THE THICKET starring Peter Dinklage and Juliette Lewis, the workplace comedy THE Z-SUITE featuring Lauren Graham, the returning comedy-drama BOARDERS, and WE GOT TIME TODAY hosted by Deion Sanders and Rocsi Diaz. The platform is also continuing to source content through Stubios, an initiative that allows fans to participate in the greenlighting process for new projects.
On the commercial and operational side, Tubi is expanding its advertising technology and measurement capabilities to capitalize on its growing audience. The company is advancing integrations with platforms such as FreeWheel, AudienceXpress, and FOX’s AdRise. It is also deploying specialized ad formats, including Tubi Takeovers, Timeouts, and branded content integrations through Tubi 360. Driven by the platform’s reach among audiences that avoid traditional pay-TV, the majority of Fortune 100 brands are now actively advertising on the service.
