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Tubi has been doing well of late, surpassing Peacock and Paramount+ among others in streaming viewership. Its free, ad-supported model, diverse content, and focus on younger viewers fuel its appeal. Tubi recently launched in the UK, entering a competitive market dominated by Amazon and Netflix.

FAST channels like Pluto TV and Tubi have also added inventory to the video advertising mix. Sources. GWI.

With most of the US already watching, growth in overall OTT viewership has slowed to a crawl. But some platforms, formats, and service tiers are still booming, and digital pay TV is complicating the linear TV narrative.

Tubi will gain significant streaming market share. 鈥淚n a year, Tubi will account for 2.5% of total time spent with streaming and TV as judged by Nielsen," our analyst Ross Benes predicted. This would put Tubi ahead of most major streaming services except YouTube, Netflix, and Amazon. Why it matters: As a free ad-supported service, Tubi has an advantage in reaching viewers.

In 2024, more than 180 million US viewers will turn to ad-supported live video platform (e.g., Pluto TV, Tubi, The Roku Channel) and streaming services (e.g., Netflix, Hulu, Disney+). CTV platforms experimenting with shoppable media already have large ad-supported audiences.

By 2027, nearly one-third of the US population will view these services, which include The Roku Channel, Tubi, and Pluto TV (the last two owned by Fox and Paramount Global, respectively). Amazon-owned Freevee is also in the mix. The three we break out in our forecasts鈥擱oku, Pluto TV, and Tubi鈥攁re expected to grow their ad revenues by double digits in 2024. Predictions.

The ecommerce giant鈥檚 launch of ads on Prime Video instantly gave it the largest audience for an ad-supported subscription video service in the US.

The Roku Channel is projected to lead the US FAST landscape with 83.4 million viewers; Tubi follows closely with 74.6 million. The FAST trend extends beyond the US: FAST revenues in Europe have jumped from $140.6 billion in 2020 to $389.9 billion in 2022 and are projected to reach $600.6 billion this year. Our take: FAST services are becoming critical for consumers and advertisers alike.

However, Tubi, another free service that鈥檚 completely ad-supported, had a slightly lower ad revenue share than time spent share. Tubi, which generates the most time spent among the so-called free ad-supported streaming television services (FASTs), is seeing usage growth outpace ad revenue growth. Amazon will make a big splash in streaming advertising.

Tubi and Paramount+ overtake rivals. Our latest forecasts point to changes in the ranking of content platforms by viewership. Both Tubi and Paramount+ will overtake competitors this year in a reshuffling of services driven by programming, partnerships, and bundling. Tubi muscles into second place.

Previously lesser-known free services like The Roku Channel, Tubi, and Pluto TV have also surged past the 50 million viewer mark in short order. Even Freevee and Crackle鈥攑latforms with limited name recognition鈥攈ave tens of millions of viewers. Partnerships, bundling, and sports drive growth. Paramount+ and ESPN+ will set the pace among subscription video-on-demand (SVOD) services.

Although we don鈥檛 expect any other single service to reach $1 billion in US CTV ad spending in 2023, several will cross that threshold by 2025, including Pluto TV, Tubi, Peacock, and Netflix. Companies not included in our forecast breakout comprise a big chunk of ad revenues. The other connected TV category will draw over $10 billion in 2023 and over $14 billion by 2025.

But anyway, I think stuff like that is a sign that Fox is really trying to push Tubi to be more of a household name. I do think that there's opportunity to grow it further. As the big streaming services are licensing out more content to eliminate debt, Tubi will become a good destination to watch really big shows like Westworld.

FAST is a fast-growing segment used by nearly one-third of the US population, with the number of viewers due to climb to 125.5 million by 2028, per our forecast, as time spent with services like Paramount鈥檚 Pluto, Fox鈥檚 Tubi, and Freevee increases. Roku is betting on sports to gain viewers and has grown significantly in wake of content deals with MLB, the NBA, and other leagues.

Time spent on Netflix exceeds Max, Tubi, Peacock, The Roku Channel, Pluto TV, and Apple TV+ combined, per MoffettNathanson. Collective time spent with Hulu, Disney+, ESPN+, and Amazon Prime Video exceeds Netflix by just 11%. Seeking profitability, streamers increase subscription prices. Streaming services were busy increasing subscription prices.

The Yahoo/Publicis study found viewers pay more attention to ads on paid, subscription-based apps and ad-free/ad-supported tier hybrids (like Hulu) than to ads on free ad-supported streaming TV (FAST) services, like Tubi, or smart TV channels on FASTs, like Amazon鈥檚 Freevee. Listen to the full podcast. This was originally featured in the eMarketer Daily newsletter.

Services like Amazon's Freevee, Pluto, Tubi, and Roku have all experienced significant growth, making the Google TV network a timely addition for advertisers seeking to capitalize on this shift. Why it matters: The Google TV network offers numerous benefits for advertisers, including access to a large and diverse audience at a lower cost.

Free ad-supported streaming television (FAST) platforms such as Tubi have ramped up their content offerings and are forecast to surpass 10 billion in revenue by 2027 from under $4 billion in 2022, according to Omdia.

That will change, both as streamers such as Netflix and Disney+ increase their ad inventory and free ad supported TV (FAST) channels such as Tubi and Pluto TV gain popularity. In 2024, CTV will only account for $0.13 of the US digital ad spend per hour spent with digital per adult, compared with mobile, which accounts for $0.51, according to our 鈥淭ime Spent With Connected Devices 2024 report.

The Roku Channel claims the largest share of FAST viewers, at 67.4%, followed by Tubi (64.4%) and Pluto TV (57.1%). Use this chart:. Evaluate CTV advertising spend. Balance SVOD and FAST investments. More like this:. How many ad breaks are acceptable from FASTs? YouTube is the most popular free video service across all generations.

Discovery, Tubi, and more. See which platforms are canceling shows at the highest rate. What does the narrowing range of streaming service CPMs mean for advertisers? Note: Respondents were asked "How many ad breaks do you think is acceptable for a one-hour long program on a free streaming service?".

Free ad-supported streaming TV (FAST), such as Pluto TV and Tubi. Ad-supported video-on-demand (AVOD), such as The Roku Channel and ad-supported versions of subscription services like Netflix and Disney+. YouTube, which will have nearly 45% of its viewing time on CTVs. Digital live TV services, such as Hulu + Live TV.

It will exclusively stream on The Roku Channel for a limited period and eventually be available on other platforms such as Pluto TV and Tubi. As part of the deal, Roku will also be exclusively distributing live NBA G League games. Why it matters: Sports leagues are seeking new ways to engage their fans as media usage changes.

This rich landscape, which gives advertisers a wealth of opportunities to reach young, engaged viewers, comprises:. subscription video-on-demand (SVOD) services, which include standalone ones like Netflix, those owned by TV network groups, and ones operated by tech firms like Amazon and Apple. free ad-supported streaming TV (FAST) services like Tubi and Pluto TV, which are owned by TV networks (Fox and

In 2022, increases were especially pronounced among ad-supported video on-demand (AVOD) services, with The Roku Channel, Tubi, Pluto TV, Amazon Freevee, and Crackle all adding viewers and continuing to do so through at least 2027. At the same time, other streaming services with ad plans鈥攊ncluding Hulu, Disney+, Paramount+, and Peacock鈥攚ill see net growth in their viewership through 2027.