Tubi will begin testing a new feature to allow users to create individual user accounts. When you set up an account, you’ll get personalized content recommendations, the ability to set your preferences, and a personal viewing history to easily go back to shows and movies to rewatch or pick up where you left off.
A test of the new feature will begin this week for users in the U.S.
Tubi, and other free streaming services, often test out new features before deciding whether to implement them permanently. Most recently, we saw Tubi testing out prompts for users to create a free account. Users found they had to follow the on-screen prompt to set up an account in order to watch some content. Now, Tubi is adding some extra incentive to create an account by giving users a more personalized experience.
The service experimented with profiles back in 2023, though the feature wasn’t made widely available. At that time, the test allowed users to create a watch list, choose to continue watching where they left off, get personalized recommendations, and more.
Tubi says that its goal is to “create a a streaming experience that is frictionless and hyper personalized to viewers tastes.”
According to data from Nielsen, Tubi is the second most popular free streaming platform, after YouTube, with over 100 million monthly active users. The free content library has over 300,000 movies and TV episodes on demand, including blockbuster movies, popular TV shows, Tubi Originals, and creator content.