Streaming ads aren’t just background noise anymore, and Tubi’s 2025 Retail and Holiday Study shows that viewers don’t just notice ads while they stream; they also discover, click, and buy. The study, which was conducted in partnership with The Harris Poll, shows that smart, relevant ads are actually improving discovery.
The study surveyed 1,531 U.S. viewers ages 15–44 between Sept. 15–25, 2025, and measured behaviors heading into the holiday season. With more than 100M+ monthly viewers across measured retail campaigns and 1B+ hours streamed monthly, Tubi’s impacted a 25% lift in foot traffic tied to retail campaigns.
Other Study Highlights
- 47% of viewers say they shop spontaneously while streaming.
- 7 in 10 streamers shop online while watching TV or movies.
- 44% say streaming ads inspire purchases, and 87% take action after seeing an attention-grabbing ad.
- 82% want ads that feel made for them; 73% say nostalgic content prompts purchases from familiar brands.
“Streaming plays a powerful role in driving holiday purchases,” said Sharon Silverstein, SVP, US Head of Verticals at Tubi. “With 71% of viewers shopping while streaming and nearly half making a purchase after seeing an ad on Tubi, our scale of highly engaged young, multicultural audiences provides brands with a direct path from impression to transaction.”
The study shows many ads act as discovery tools, especially when they’re relevant, authentic, or nostalgia-tinged. Viewers say they’re more likely to buy from creator brands that feel authentic. Additionally, Tubi’s first slate of exclusive, creator-led titles is coming next year. The streamer will debut four films from its “Tubi for Creators” program in partnership with Kevin Hart’s Hartbeat. The projects will be led by creators like Kinigra Deon and DC Young Fly, in a move that will help bring their built-in audiences to the platform.
FOX, Tubi’s parent company, reported that the FAST platform grew revenue 27% and viewing time 18%, and was profitable for the quarter. As the conversation continues to change about ad-supported streamer economics, that milestone could mean more sustained investment in content, tech, and ad solutions.
The streamer is expanding its content for the highly engaged audience of true crime. Tubi partnered with Audiochuck to launch a new Crime Junkie channel across free streaming services. Another move to increase both engagement and the inventory brands want to buy against.
Streaming isn’t just replacing TV viewing; it’s becoming a discovery engine, and FAST services are leading the way. Tubi’s study shows that viewers discover products while watching, respond to relevant ads, and convert. Combine that with Tubi’s recent content investments and profitability, and you’ve got a platform that is more than just background noise.