We Know Popular

Streaming has officially taken over the American living room. 

In February 2025, streaming hit a record high, accounting for 43.5% of all US TV viewing. But its popularity isn’t new—streaming viewership surpassed cable for the first time in 2022 and shows no signs of slowing down. And sitting at the popular table is Tubi.

Where Fandoms, Rabbit Holes, and Spending Converge

Tubi is more popular than popular things, with 97 million monthly viewers (and counting). But what exactly puts it ahead of divorcees (29 million) and being French (68 million)? 

If you ask our 97 million viewers, they’d probably mention Tubi’s enormous content library. Offering everything from Tubi Originals to blockbuster hits, cult classics, and hidden gems, Tubi has something for every fan. 

But what makes our content library especially valuable to advertisers? Tubi viewers turn their viewing habits into shopping habits. And that’s what “Devoted Fans Make Devoted Fans” is all about: fans who can’t get enough of their favorite genres and content are likely to be equally enthusiastic about their favorite brands.

Tubi also gives viewers free rein to explore genres and interests through curated rabbit holes of content. The Stream 2025 report shows that 70% of Gen Z viewers feel seen when a streaming service helps them find their newest fandom. When viewers feel understood, they’re more receptive to brand messages that align with their interests.

Beyond the deep library of content, Tubi’s price—100% free—is also just right. Compare that to the cost of ad-free streaming, which rose 25% in 2024 alone, prompting viewers to rethink their spending priorities. With viewers spending an average of $129 monthly on streaming and cable (more than they spend on clothes), 76% of Gen Z would cancel a subscription over price increases.

Free, ad-supported streaming remains a constant in their viewing habits, creating consistent opportunities for advertisers to reach engaged audiences with spending power.

Brands Are Reaching the Unreachable

Being popular can get you access to a lot of exclusive perks. For Tubi, it’s viewers no one else can reach. And brands that advertise with Tubi can tap into this exclusive, incremental audience that’s ready to spend. 

More popular than the Brooklyn Bridge and Times Square, which only get 17 million visitors a month combined, Tubi’s monthly reach is over 97 million—that’s 1 in 4 US households. The March 2025 MRI Cord Evolution study shows that almost one-third (30%) of Tubi streamers are simply not on the ad-supported tiers of major SVOD platforms like Netflix, Hulu, and Prime Video. For advertisers, Tubi offers a direct line to untouched audiences.

As a fully ad-supported streaming service, Tubi also has a 100% addressable viewership, with unskippable ads that keep brand messaging front and center. Unlike subscribers to paid platforms—where 79% of viewers expect no ads at all—Tubi viewers accept advertising as part of their experience. That means Tubi’s audience is primed to engage, especially when they’re passionate about the content they’re watching.

And Tubi’s captive viewers have no shortage of passion. They are fans at heart who connect with content on a deeper level. That goes for ads, too. Fifty nine percent of viewers would consider taking action after seeing interesting ads while streaming—a number that jumps to 81% among Gen Z viewers. That’s a lot of potential purchases just waiting to happen. 

Tubi helps brands reach the unreachable by providing exclusivity, engagement, and results that keep advertisers as loyal as the service’s fandoms.

Light Ad Load, Heavy Brand Impact

Unlike dogs that fit in bags and paid streaming subscriptions, Tubi isn’t a diminishing trend. The free service isn’t just growing, but thriving in ways that even SVOD can’t match. Sixty-seven percent of Gen Z viewers have canceled a streaming subscription after finishing specific content, and around 25% of US SVOD subscribers have canceled at least three streaming services over the last two years. 

Tubi, on the other hand, is continuing to grow at a steady rate. That translates into unequaled brand visibility, especially for the 63% of viewers who agree watching ads is a fair trade-off for access to free content.

Tubi’s model turns brand visibility into opportunity. Designed with a light ad load, Tubi helps brands maximize impact without overwhelming viewers. Unskippable ads placed at natural breaks in content keep audiences immersed, while boosting ad completion rates and brand recall.

And with transparent analytics and campaign add-ons like pause ads or social boosts, Tubi doesn’t just deliver impressions—it delivers results. 

Popularity Powers Purchase

Tubi is More Popular Than made it clear that Tubi is more popular than babies, water fountains, NYC’s hottest tourist destinations, and even taxis. To take things further, Devoted Fans Make Devoted Fans shows that the fans flocking to Tubi can be your brand’s most loyal customers. With Tubi, popularity powers purchases.

Tubi offers brands a VIP pass to reach audiences they can’t find anywhere else. With its 100% ad-supported model, Tubi ads fuel binge watches across the entire content library. And that can give your brand a starring role on the screens of the 97 million viewers who have voted Tubi the superlative free streaming service in the US.