The media industry recently crossed a monumental threshold: The total monthly share of streaming-service viewing on televisions surpassed those of broadcast and cable viewing combined, per Nielsen. YouTube, of course, is the fastest-growing platform, but one of the most compelling, and less covered, narratives is the rapid growth of free streamers.
Free, ad-supported TV (FAST) platforms like Pluto TV, The Roku Channel, and Tubi are gaining market share. In May 2023, those three services made up 3.1 percent of all TV streaming in the U.S. By last month, that number had jumped to an estimated 5.7 percent. (Add in YouTube, and free TV streaming jumps to 18.2 percent.)
Meanwhile, Netflix’s share of total TV viewing has declined somewhat, and the other premium streamers’ shares have mostly plateaued. That’s not particularly surprising: Free TV and movies are, well, free, which certainly lowers the barrier to customer acquisition.
But among the FAST players, Tubi is particularly interesting. Launched in 2014 and acquired by Fox Corporation in 2020, the service just passed 100 million monthly active users. Over the past decade, it’s launched more than 400 originals across film and TV alongside a library of old-school TV shows and films.
That combination of more than 275,000 movies and TV episodes has helped Tubi steadily grow its share of total monthly TV-viewing minutes from 1.7 percent to 2.2 percent in the past year alone—a faster rate of growth than Netflix, Prime Video & Amazon MGM Studios, or Disney streaming—as more people flock to FAST options.
It also helps that Tubi streamed the Super Bowl this year—the first time the game was available for free on a streamer. The partnership, which was facilitated by Fox’s rights to the game, drove an additional 13.6 million views, helping to make it the most-watched Super Bowl ever.
For a long time, Tubi was one of Fox’s only major streaming plans. Similar to Sony, Fox stayed out of the streaming game over the past several years. Instead of spending billions of dollars to potentially build the next Netflix, the company acquired Tubi for $440 million in cash in 2020, and grew its video-on-demand business by focusing on different communities (like Black audiences and horror fans), as well as Gen Z.
Tubi still isn’t profitable, but the business is expected to surpass $1 billion in revenue this fiscal year. As C.E.O. Lachlan Murdoch gears up to launch Fox One, his company’s forthcoming sports and news streamer, the future of Tubi’s role within the Fox empire has become a much more relevant question.
I recently sat down with Tubi’s chief content officer, Adam Lewinson, to dig into the D.N.A. of Tubi’s success, its challenges, and the eternal, looming shadow of YouTube. We discussed all of this and more, including the era of “personalized TV,” working with creators, and the future of premium content that isn't just a Netflix original.
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