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鈥攚hich owns Tubi鈥攕aid that Prime Video鈥檚 ad launch 鈥渃aused a lot of other streamers to really fight hard for their revenues and drop pricing鈥� while 鈥淭耻产颈 did not have to.鈥�. While The Roku Channel is included in the preceding chart, Roku generates ad revenues in other ways, including by selling inventory on behalf of streaming services included on its platform.

Tubi is making gains. Over a 12-month period, Tubi鈥檚 share of total time spent with TV increased from 1.4% to 2.1%, per Nielsen data. Of the services Nielsen publicly lists in its metrics, only YouTube gained more share during that time. More subscribers are opting for ad plans. Most streaming sign-ups are now ad-supported, according to Antenna.

Free ad-supported streaming TV (FAST) services represent the fastest-growing video format, with platforms like Tubi, Roku Channel, and Samsung TV Plus gaining significant traction. The average adult now spends about 19 minutes (0:19) daily with FAST services in the US鈥攏early double the time spent in 2021, according to our January forecast.

Shoppable TV is growing as a commerce platform, as evidenced by Fox-owned streaming service Tubi hosting a shoppable Super Bowl stream through Sunday's big game. Still, a vast majority (82.9%) of retail sales will be purchased via physical channels in 2025, per our October 2024 forecast.

The game will be broadcast for free on Fox-owned streaming service Tubi, expanding its reach to millions more viewers. The NFL owned 93 of the top 100 broadcasts in 2023, per Nielsen, cementing its games as the premiere inventory for advertisers.

Growing consumption of ad-supported video-on-demand (AVOD)鈥攐n platforms like Netflix and Crave and free ad-supported streaming TV channels like PlutoTV, Roku, and Tubi鈥攈as also increased video ad spend. Click here to view our forecast on Canada digital ad spending by format. Search鈥檚 share of digital will be 42.1% in 2025. It鈥檚 been a decade since search held a larger share than display.

Tubi. Yeah, some of these have a staggering number of users as well. I was looking at a chart I think again from Europe, boy, Ethan. Roku channel, 87 million, Tubi, close to 80 million, Amazon freebie, Pluto TV, all of them between 65 to 80 million viewers each, which is not nothing. Ethan Cramer-Flood (18:21):. I mean, because they just make it so easy. Marcus Johnson (18:22):. Yeah.

This screen commands the heaviest share of viewer engagement and is addressable via multiple ad channels: linear or live TV spots; ad-supported video-on-demand services such as Netflix, YouTube, and a host of others; and free ad-supported streaming TV (aka FAST channels), including Pluto TV, Tubi, Rakuten, and Roku. Influencers are a key channel for targeting Gen Z.

Can Fox turn Tubi into a major streaming brand? The free, ad-supported streaming service is in a strong position to weather a difficult chapter.

he streaming service is expected to bypass the video-centric social media giant by 2026. Nonetheless, Netflix use is influenced by social media: 45% of Gen Zers choose what to watch based on trending content, according to Tubi.

Can Tubi break into a tight UK streaming market? The Fox-owned service launched in the UK last week hoping to capitalize on a turn toward cheaper streaming options.

鈥淒isrupt, make noise, get people talking about Tubi the next day.鈥� That was the goal for the campaign, said Greg Hahn, co-founder and chief creative officer of Mischief, the agency behind Tubi鈥檚 鈥渋nterface interruption鈥� and 鈥渞abbit hole鈥�-themed Super Bowl ads. We talked to Hahn about Tubi and Mischief鈥檚 advertising approach.

FAST platforms like Roku, Tubi, and Pluto TV are gaining buzz from viewers and industry professionals alike. Find out more about the FAST landscape.

Free ad-supported streaming TV (FAST) services like The Roku Channel, Tubi, and Pluto TV will bring in tens of millions of viewers this year, though time spent with the platforms isn鈥檛 comparable to that of Netflix or YouTube, according to our forecast. Still, marketers should keep an eye on these streaming services, especially those with parent companies like Paramount or Fox that may be able to spin free viewers into paid members.

On today's episode, we introduce you to the FAST (free ad-supported streaming TV) services (e.g., Tubi, The Roku Channel, and Pluto TV), explain how they became so popular, and look ahead to see what their ceiling is. "In Other News," we talk about whether the advertising space is on the mend and how significant of an ad player Microsoft is. Tune in to the discussion with our analyst Ross Benes and director of Briefings Jeremy Goldman.

Digital realty company Opendoor plans to sell a house live during its Super Bowl ad slots on Sunday. It鈥檚 an ambitious campaign that required the help of Mischief, the creative agency behind last year鈥檚 viral Tubi Super Bowl ad. Sunday鈥檚 ads consist of two 30-second spots, one teasing a house listing on Opendoor鈥檚 site and the other showing the results of the sale鈥攍ive.

In April 2024, Tubi and The Roku Channel each accounted for more than 1.0% of total TV viewing time. Tubi registered the largest, with 1.7%. FAST ad revenues are poised to expand. In 2025, FAST US ad revenues will reach $6 billion, according to The Hollywood Reporter.

The Roku Channel, Tubi, Pluto TV, Samsung TV Plus, and a handful of others will collectively draw over 115 million US viewers this year. FAST platforms aren鈥檛 subject to subscription fatigue or pricing pressures, positioning them to capitalize on other services鈥� losses in the coming zero-sum time spent environment.

Mischief @ No Fixed Address, a creative agency that鈥檚 handled social for brands like Pizza Hut, which has incorporated influencers into campaigns for brands including Tubi and eos Products. Movers+Shakers, a social-first creative agency acquired by Stagwell last year, which has worked on creator-driven campaigns for Nerf, Madewell, and e.l.f. Beauty.

The emergence of free ad-supported streaming TV (FAST) channels like Pluto TV (whose Canadian distribution rights are held by Corus Entertainment) and Tubi (whose distribution rights are owned by Rogers Sports & Media) is also bolstering time spent with digital video. Listening favors digital audio over radio. Digital audio will account for 56.9% of total time spent with audio in Canada in 2024.

Tubi. US Census Bureau. YouGov.

As streaming subscription prices increase, viewers are becoming more amendable to ad-supported tiers.

This is the Q1 2025 installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

Video ad spending continues to outpace overall digital ad spending and will power the fastest-growing ad-supported media.