Tubi continued to gain traction in 2024, surpassing 97 million monthly active users and 10 billion streaming hours.
Fox Corp. paid $440 million in 2020 to acquire the free, ad-supported streaming outlet, and recently predicted it would generate $1 billion in revenue for the full year, up from $150 million at the time of the acquisition. The outlet has become a welcome bright spot for the company, whose linear network assets are under constant pressure from pay-TV cord-cutting.
The MAU measure is not a universally agreed upon measure and is a relic of self-reporting from the early days of the Internet. A Fox rep did not respond to Deadline's request to clarify how the company calculates the MAU. For some streaming companies, the threshold is considered to have been reached if an individual viewer spends just 15 seconds watching their service. Even if the limit is higher, Tubi's figure of 97 million MAU includes duplication across devices and within homes.
Regardless of how you measure the number of users, viewership is undoubtedly increasing. Tubi continued to climb Nielsen's monthly metric chart for total viewership across TV, surpassing Max, Peacock and Paramount+ and keeping pace with The Roku Channel as the No. 2 free outlet behind YouTube.
“Tubi’s momentum is growing as audiences increasingly value a premium entertainment experience that is also free, fun and 100% reflective of culture,” Anjali Sood, CEO of Tubi, said in a press release. “Our strategy is simple yet powerful: put viewers first by offering unique stories from unique storytellers, a wide range of content to choose from, and an exhilarating experience across devices. We let our viewers guide us and care about their engagement, and we see the results.”
The company's 2024 report also included some notable audience statistics. More than 34% of Tubi's viewers are between the ages of 18 and 34, while more than half are Gen Z or millennials, and nearly half are multicultural, the company said. 77% of viewers say they don't have cable, Tobey said, citing an MRI cable development study in November.
Unlike some streaming outlets like Paramount competitor Pluto TV, Tubi reports that 95% of its viewing is on-demand rather than live.
Built a decade before movie and TV titles were in libraries, Tubi has expanded its offerings of originals, which are now watched by one in four viewers, according to the company. Young Adult Romance: The QB and Me attracted more viewers of any title in Tubi's history in its first week last November and delivered the most new viewers of any Tubi title ever. In addition to the original push, the streamer has also forged content partnerships with independent distributors and launched Stubios, a fan-driven studio that aims to harness betting.
