Tubi has recently surpassed major streaming platforms including Max, Apple TV+, Paramount+, and Peacock in total viewing hours. As reported by The New York Times, Tubi’s success is driven by its accessibility and diverse content library which includes everything from niche horror films to classic sitcoms. 

What gives Tubi an edge?

Tubi’s advantage comes from its business model which does not require users to create accounts or pay for access. Viewers can access content instantly, removing barriers that often come with other streaming platforms. Tubi currently has over 64 million monthly active users.  

Additionally, unlike many streaming services that require subscriptions, Tubi remains free by incorporating ads into its programming. The streaming service has managed to balance profitability with its free service model. 

However, Tubi’s viewership growth isn't solely due to its free pricing. Nicole Parlapiano, Tubi’s Chief Marketing Officer, contends that a no-cost model alone isn't enough to attract viewers away from competitors. Instead, she highlights the platform's diverse user base as a key strength, offering unique content that viewers can’t find on other platforms.

Tubi's content strategy involves a mix of original programming and a rich selection of older films. These diverse genres and older programs often missing from other streaming services have made it a favorite among viewers looking for cost-effective entertainment options. 

The platform has over 50,000 titles and a strong audience among Black viewers, with 46% of its audience identifying as Black in June. This surpasses competitors and makes Tubi the only major streaming service with a higher percentage of Black viewers compared to white streamers. 

Tubi’s financial growth and impact

The company, acquired for $440 million by Fox Corporation in 2020 has seen impressive financial success. In the past year, Tubi's revenue surged to $900 million, a notable increase of $125 million from the $775 million earned in 2022.

Despite these achievements, Tubi lags behind major platforms like YouTube, Netflix, Amazon Prime Video, and Hulu in total watch time. However, it has reached a viewing time comparable to Disney+.

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