In an era where streaming has overtaken traditional television, free ad-supported platforms are carving out a massive slice of the viewership pie. According to Nielsen’s latest Gauge report, streaming eclipsed combined broadcast and cable viewing for the first time in May 2025, capturing 44.8% of total TV usage. Within this landscape, free ad-supported streaming television free services have emerged as key players, drawing audiences with no-cost access to content amid rising subscription fatigue. The top three largest free platforms—The Roku Channel, Pluto TV, and Tubi—collectively accounted for 5.7% of all TV viewing in May 2025, surpassing the share of any single broadcast network. This combined figure highlights their growing influence, with each service boasting unique strengths in ownership, offerings, and viewer engagement. As of late 2025, Nielsen data shows these platforms continuing to expand, with individual shares reflecting their competitive edges in a crowded market. Here’s a breakdown of what makes each one stand out.
The Roku Channel:
The Roku Channel leads the pack as the largest free service by viewership share. Owned by Roku Inc., a company renowned for its streaming hardware and operating system, The Roku Channel benefits from deep integration into Roku’s ecosystem of devices and smart TVs. This ownership structure allows seamless access for millions of users, as the service comes pre-installed on Roku products, which reported over 90 million active accounts by early 2025. In terms of Nielsen metrics, The Roku Channel captured 2.9% of total U.S. TV usage in November 2025, outpacing rivals like Tubi and even some paid services such as Paramount+ and Peacock. Earlier in October 2025, it held steady at 2.8%, demonstrating consistent growth amid a 13% year-over-year increase in Roku households.
What does The Roku Channel offer? The platform provides over 500 live TV channels, spanning news, sports, entertainment, and niche categories, alongside thousands of on-demand movies and TV episodes. It also features a growing slate of originals, including series like “Honest Renovations” and partnerships for content such as “NFL Hometown Eats.” What’s unique about The Roku Channel is its hybrid model: beyond free ad-supported content, users can subscribe to premium services like HBO, Showtime, and Starz directly within the app, creating a one-stop hub for both free and paid streaming. This personalization extends to features like customizable home screens, voice search, and content discovery tools that recommend based on viewing habits, making it particularly appealing for cord-cutters seeking convenience without complexity.
Pluto TV:
Pluto TV, the second major contender, takes a different approach by mimicking the traditional cable TV experience. Owned by Paramount Skydance Direct-to-Consumer, a division of Paramount Global (formerly ViacomCBS), Pluto TV was acquired in 2019 for $340 million and has since leveraged Paramount’s vast content library to fuel its expansion. Nielsen often groups Pluto TV with Paramount+ in its reporting, but as a standalone FAST service, it contributes significantly to Paramount’s overall streaming footprint. In October 2025, the combined Paramount+ and Pluto TV consortium held 2.1% of total streaming consumption, up slightly from prior months. By November 2025, Paramount’s share rose to 2.3%, with Pluto TV playing a key role in driving ad-supported viewership.
Pluto TV offers more than 200 live channels, including genre-specific options like crime, food, reality TV, and dedicated marathons for shows such as “Yellowstone” or “Doctor Who,” plus thousands of on-demand titles. Pluto TV’s curation is a standout feature, with channels programmed by experts—such as former MMA fighters for sports content or veteran reporters for news—to ensure thematic depth and prolonged engagement. What sets it apart is its linear programming style, encouraging passive “channel surfing” rather than active selection, which appeals to viewers nostalgic for cable’s sit-back-and-watch format. Customizable lineups and niche channels, like those for Minecraft or holiday themes (including a simple fireplace video), add a layer of personalization without overwhelming users. This model has helped Pluto TV expand globally to over 35 countries, blending Paramount-owned assets like Comedy Central and MTV with third-party content for a diverse, always-on experience.
Tubi:
Rounding out the trio is Tubi, which emphasizes sheer volume and accessibility to attract a broad audience. Owned by Fox Corporation since its $440 million acquisition in 2020, Tubi operates as part of the Tubi Media Group, benefiting from Fox’s digital assets and content partnerships. Nielsen data underscores its rapid ascent: In November 2025, Tubi secured 2.1% of total TV usage, trailing The Roku Channel but showing steady gains, such as a 0.1% increase to 2.2% in October. By the fourth quarter of 2025, Tubi commanded 6.2% of all ad-supported streaming viewing, placing it ahead of platforms like Netflix, Peacock, and Pluto TV in that category. The service boasts the world’s largest free library, with over 300,000 movies and TV episodes, including more than 400 originals and content from various studios.
Tubi mixes on-demand viewing with live channels, covering everything from blockbusters to niche genres like horror or documentaries. Tubi’s uniqueness lies in its frictionless entry—no credit cards required—and its focus on underserved audiences, including younger viewers and diverse demographics. Innovations like partnerships with YouTube creators (adding over 13,000 episodic videos from channels like Mythical Kitchen) and Kickstarter-funded films enhance its appeal, fostering fan communities and original storytelling. With nearly 100 million monthly active users and over 10 billion streaming hours in 2024, Tubi prioritizes scale and engagement through personalized recommendations and a vast, ever-growing catalog.
These three services represent the vanguard of free streaming’s evolution, each capitalizing on distinct strategies to capture attention in a post-cable world. As Nielsen metrics evolve into 2026, their combined growth—fueled by ad revenue and content innovation—signals a shift where free access could redefine entertainment consumption for millions. With no signs of slowing, The Roku Channel, Pluto TV, and Tubi are not just alternatives; they’re becoming the new standard for affordable, diverse viewing.
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We have updated this post with the latest numbers from Tubi on the amount of content they offer.