More than a decade after its founding, Tubi has emerged as one of the fastest-growing players in the ad-supported streaming sector, achieving milestones that rival some subscription-based platforms. With over 97 million monthly active users and more than 10 billion hours streamed in 2024, the Fox-owned service is proving that free, ad-supported video on demand (AVOD) can be more than just a budget-friendly alternative—it can be a dominant force.
Founded in 2014 by Farhad Massoudi and Thomas Ahn Hicks, both from the ad-tech world, Tubi started as a niche AVOD service at a time when most of the market was shifting toward subscription models. Their idea was straightforward but ambitious: offer a broad catalog of entertainment without charging viewers. The bet paid off as cord-cutting gained momentum and subscription fatigue set in.
Tubi’s trajectory shifted dramatically in 2020 when Fox Corporation acquired the platform for $440 million. The deal granted Tubi access to Fox’s deep content library and distribution muscle, helping it expand its catalog and user base. Since then, the service has continued to grow while staying committed to its ad-supported model.
Under CEO Anjali Sud, who took the helm in 2023, Tubi is focusing on a mix of innovation and scale. ‘Tubi’s momentum continues to build as audiences increasingly value a premium entertainment experience’, recently stated. The company is investing in new content formats and tech infrastructure, including ad-tech partnerships with FreeWheel and Fox’s own AdRise platform. Advertising remains the sole revenue stream, and the company says that a majority of Fortune 100 brands now advertise on Tubi.
The platform’s visibility skyrocketed after its unconventional «Interface Interruption» Super Bowl ad in 2023, which mimicked a channel change and quickly became one of the most talked-about spots during the game. It led to a 40% increase in new visitors within 24 hours and boosted Tubi’s brand searches to an all-time high. The campaign also delivered 7 billion earned media impressions and contributed to a 47% rise in ad revenue.
Beyond its original premise of free movies and shows, Tubi is also ramping up its investment in exclusive content. Nearly 25% of its viewers now watch original programming. The teen romantic series Sidelined: The QB and Me broke records for the platform, drawing the highest number of first-week viewers for any title in Tubi’s history, including the most new viewers for a single release. Over the past six months, six Tubi original films have consistently ranked among the platform’s top weekly performers, according to data from Luminate.
Tubi is also entering the live sports arena. In early 2025, the platform began streaming Premier League matches live in select Central American countries—Panama, Costa Rica, Guatemala, and El Salvador. These rights include five matches per round, complementing coverage by Warner Bros. Discovery’s Max and TNT Sports. While the platform had already offered live Premier League games in Mexico, this marks platform’s debut in live sports in other parts of Latin America.
Despite its rapid growth, challenges remain. While Tubi boasts large viewing numbers and high engagement, maintaining that momentum in a crowded marketplace with deep-pocketed competitors requires constant adaptation. Still, its hybrid approach—combining free access, original content, live sports, and advanced ad-tech—positions it as a disruptive force in the evolving streaming landscape.
