The rapid increase in cord cutting has led to a massive growth in streaming services and, most recently, the proliferation of free ad-supported streaming services. Tubi seems to be one of the biggest winners according to a new report from Nielsen and MoffettNathanson that shows Tubi which is owned by Fox is now the fifth largest streaming company in the United States by minutes watched.
That puts Tubi behind YouTube, Netflix, Disney (Counting Hulu, Disney, and ESPN+ combined), and Amazon by minutes watched. Tubi is watched more than Max, Discovery+, Peacock, The Roku Channel, Paramount+, and Pluto TV.
Tubi has been riding on the growth of free ad-supported streaming services to its most watched month ever in May when it averaged one million viewers during, according to the Los Angeles Times. That is more than Disney+ had at 969,000 viewers and only behind YouTube.
Tubi offers more than 250,000 movies and TV episodes. Its most popular group of viewers is the so-called cord-nevers, a group of people who never paid for cable TV and have always been cord cutters.
Maybe the most surprising fact is even though Tubi offers hundreds of live TV channels, 90% of its viewing is on-demand.
Tubi’s focus on on-demand is different from Pluto TV, one of its main competitors, that focuses on live channels. Both services have seen strong growth and have been able to ride high on cord cutters looking to cut costs.
In 2024, the fastest growing market in cord cutting is free ad-supported streaming. This growth by Tubi this year points to that trend continuing as cord cutters look to cut costs on streaming not just on cable TV.
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