The Rise of Tubi: A Streaming Surprise

When Nicole Parlapiano joined Tubi as its marketing chief two years ago, one of the most frequently asked questions about the decade-old streaming service was, “Is it a scam?” Given that it was free, many consumers were understandably skeptical. “Would it put a virus on your computer?” Ms. Parlapiano recalled. “People wouldn’t even touch it.”

However, that skepticism has significantly diminished.

In the past 18 months, Tubi has experienced an astonishing surge in popularity, solidifying its position as one of the most favored streaming platforms in the United States. According to Nielsen, Tubi now consistently surpasses competitors like Peacock, Max, Paramount+, and Apple TV+ in total viewing time, and it is even rivaling Disney+. Only giants like YouTube, Netflix, Amazon, and Hulu continue to lead the pack.

The unique business model of Tubi, which is owned by the Fox Corporation, sets it apart from its competitors. In addition to being completely free—with revenue generated through advertising—Tubi does not require users to create an account, making it more akin to services like Roku and Pluto. Notably, it enjoys greater engagement than those platforms, as reported by Nielsen. “We’re like the little engine that could, and it’s just getting better and better,” remarked Anjali Sud, Tubi’s chief executive.

Tubi’s meteoric rise has taken many competitors and investors by surprise. Unlike its major rivals, which invest heavily in original programming or securing premium sports rights such as the N.F.L or N.B.A, Tubi’s library boasts tens of thousands of older shows and films—many seemingly plucked from the bargain bin. Some of the more notable titles available on the platform include the classic 1970s detective series “Columbo” and the early 2000s sitcom “Everybody Hates Chris”.