Tubi has seen its share of total U.S. viewing time grow over 60% - faster than any other streamer, accounting for 1.7% of streaming's total share in April.
Of Tubi's nearly 80 million monthly active users, over 60% are cord cutters or cord nevers, and 40% are unreachable on most ad-supported streamers. More than 90% of viewers on Tubi watch on-demand content.
Tubi's recent growth is attributed to core tenets like removing cost barriers, offering diverse content, and prioritizing viewer preferences. Programming decisions focus on viewer tastes and trends, with an emphasis on being responsive as an ad-supported platform.
Tubi aims to tap into millennial, Gen Z, and Gen Alpha audiences by focusing on their entertainment preferences, such as social media and gaming. Future growth strategies revolve around engaging these demographics to stay competitive.
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