Tubi announced this week that it will partner with Nielsen to use Nielsen’s Audience Measurement and Streaming Platform Ratings to best deliver ads based on audience engagement and interests.
Nielsen data shows that Tubi is the top fully ad-supported streaming service. The data also shows that in the last quarter of 2025, ad-supported streaming accounted for 45.6% of all ad-supported TV viewing, with 6.2% of total ad-supported streaming attributed to Tubi.
“In the battle for attention, Nielsen’s 3P data shows Tubi is taking share and redefining streaming for audiences and advertisers with viewership that represents the scale, influence and purchasing power of the next generation,” said Jeff Lucas, Chief Revenue Officer of Tubi. “We are growing engagement faster today than the last 7 quarters and have built a platform that is busting myths that free isn’t premium. Tubi is delivering passionate fandoms for advertisers while giving our audience a deeply personalized, culturally resonant, totally free streaming experience they can’t find anywhere else.”
With streaming quickly approaching half of all ad-supported TV viewing, Nielsen and Tubi are looking at the shift in audience engagement, as viewers are able to be more intentional about the content they’re watching and advertisers are able to more easily reach their target audiences.
“We are thrilled to expand our partnership with Tubi, as we are both paving the way for the continued growth of ad-supported streaming,” said Garrett Jamison, Nielsen SVP of National Partnerships. “Tubi excels at bringing audiences to their platform and we have the unique ability to measure those audiences and provide compelling intel for advertisers.”