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Tubi makes a play for NFL fans鈥� wallets: The ad-supported streaming service launched a shoppable experience that will feature curated storefronts that offer products related to the Super Bowl.

Tubi will get a big boost from a free Super Bowl broadcast: Fox is looking to grow its FAST service with free access to the big game.

Fox Corp. Q3 fueled by political ads and Tubi growth: Live sports and news strategy drives gains, with digital ads growing.

In part one of this two-part podcast episode, we discuss some medium-term predictions that are too specific to be 100% certain about but could still come true, including: why the sentiment towards GenAI might turn, what to expect from Google鈥檚 new consent workflow now that it is not phasing out third-party cookies from Chrome, and why Tubi might be about to leapfrog Hulu, Disney+, and Peacock. Tune in to the discussion with host Marcus Johnson, and analysts Ross Benes, Evelyn Mitchell-Wolf, and Max Willens.

Fox climbed to third, thanks to Super Bowl LVIII, viewership across Tubi, and strong performances from Fox Sports 1 and Fox News. What sets YouTube apart is its lack of reliance on tentpole programming.

Nielsen鈥檚 Gauge previously found that FAST services like the Roku Channel, Tubi, and Pluto TV account for a higher share of US TV use (4.3%) than the combined usage of Paramount+, Peacock, and Max (3.7%), which all include advertisements for specific subscription tiers. This indicates that advertisers could find more value in FAST services than ad-supported subscription video-on-demand.

Streaming success: Streaming played a major role, with 14.5 million viewers watching on Tubi and NFL digital properties. Tubi alone accounted for 13.6 million viewers, setting a new Super Bowl streaming record. This was the first time Tubi streamed the Super Bowl for free, expanding accessibility and showcasing the growing importance of digital platforms in sports broadcasting.

The mid-seven figure ad is currently running in the US across Amazon Prime, Disney, Hulu, Tubi, and Twitch, with plans to expand to Korea, Europe, and Japan in the coming days. Each market will have a localized version of the ad. The commercial marks the beginning of a yearlong partnership with Perplexity and management company Artist United, of which Jung-jae is the largest shareholder.

Keeping Red Seat under Tubi instead of Fox News suggests that Fox sees streaming and digital distribution as the next frontier for news, commentary, and entertainment. Red Seat鈥檚 client list provides Fox with opportunities beyond politics.

Ad-supported viewing is the default for free services like Tubi and Pluto TV. And most Prime Video, Hulu, Peacock, and Paramount+ viewers choose ad plans. But fewer than one-fourth of Netflix viewers are ad supported, and most Max and Disney+ viewers are ad-free, too. Taken together, viewing patterns don鈥檛 always translate to advertising patterns.

Samsung Ads remains a smaller player in the US FAST space with 24 million monthly viewers in 2025, far behind The Roku Channel (87 million) and Tubi (79.3 million), per our recently updated forecast. But global ambitions and data-powered performance may help close the gap.

Per MediaPost, YouTube generates $0.18 per streaming hour in US ad revenues, behind Pluto TV but ahead of Tubi and The Roku Channel. Why it matters: Our data reinforces the bullish outlook. YouTube is projected to earn $40.03 billion in global ad revenues (gross) in 2025, a 759% increase from 2015.

Although its viewership totals trail major FAST competitors like The Roku Channel (87.0 million), Tubi (79.3 million), and Pluto TV (64.8 million), Samsung is positioning itself as a premium and engaging alternative. The broader CTV market is undergoing rapid transformation, with US CTV ad spend projected to surpass traditional TV in 2028, reaching $46.89 billion.

Younger consumers are increasingly turning to these services, and FAST options like the Roku Channel, Pluto TV, and Tubi account for a higher share of US TV use (4.3%) than Peacock, Max, and Paramount+ combined (3.7%), per a Nielsen Gauge report, indicating these channels are gaining value.

On the video front, Spotify also has to worry about potential entrants like Netflix; Fox鈥檚 Tubi is also entering the market through its purchase of Red Seat Ventures. Our take: Simmons is at the center of Spotify鈥檚 shift from costly licensing deals to sustainable, ad-supported content and video. Spotify is betting big on video to drive engagement and ad revenues.

Netflix, Disney+, Max, Tubi, and Paramount all have a time spent share that exceeds ad revenues. In order to boost revenues without inundating users with ads, streamers will continue to partner with retail media networks to improve ad targeting and attribution capabilities. The trend toward CTV will be especially pronounced as retail media turns into commerce media.