The Roku Channel has solidified its position as the leading free ad-supported streaming television free service in the United States, capturing 2.2% of all streaming activity according to Nielsen’s March 2025 The Gauge report. This marks a significant milestone for Roku, as it widens its lead over competitors Tubi and Pluto TV in the rapidly growing free market.
Tubi, owned by Fox Corporation, secured a 1.9% share of total streaming viewership, trailing The Roku Channel but maintaining strong performance. Meanwhile, Pluto TV, which had been hovering just under 1% in recent months, no longer appears as a standalone service in Nielsen’s rankings. Instead, Paramount Global has bundled Pluto TV with Paramount+ into a single category, which collectively accounts for 2.3% of all streaming. This bundling reflects Paramount’s strategic shift to integrate its free and premium offerings under one umbrella.
The March 2025 Gauge report also highlights broader trends in the streaming landscape. Disney, which now aggregates Disney+, Hulu, and ESPN+ under a single category, holds a 5% share of total streaming. However, the undisputed leader across all streaming platforms remains YouTube, commanding an impressive 12% of viewership. YouTube’s dominance is driven by its vast library of user-generated and professional content, distinguishing it from free services like The Roku Channel and Tubi, which focus primarily on curated, studio-produced movies and TV shows rather than user-generated content.
Tubi remains a formidable competitor, with its 1.9% share reflecting a loyal audience drawn to its extensive on-demand library. However, The Roku Channel’s edge may lie in its blend of live linear channels, on-demand content, and exclusive Roku Originals, coupled with its availability on millions of Roku devices.
The free category continues to gain traction as viewers embrace free, ad-supported options amid rising subscription costs. While YouTube leads overall streaming, The Roku Channel’s rise signals a maturing free market where curated content and platform integration are key drivers of success. As Nielsen’s bundled categories for Paramount and Disney indicate, the industry is evolving, with companies rethinking how they measure and present their streaming portfolios.
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