Tubi Crosses 100 Million Users, Proving Free Streaming Isn’t a Niche — It’s the Future

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Tubi’s explosive growth and 1B+ monthly viewing hours show that ad-supported streaming is no longer the underdog—it’s the battleground.

Tubi just hit a milestone that’s hard to ignore. The free, ad-supported streaming platform announced it surpassed 100 million monthly active users and logged over 1 billion hours of viewing time in May 2025.

According to Nielsen’s The Gauge, Tubi now accounts for 2.2% of total U.S. TV viewing minutes, outpacing platforms like Peacock and Max. That’s a seismic shift in a market long dominated by subscription-based giants.

“Tubi is resonating with cordless audiences, younger audiences, and audiences that dictate culture, define trends, and represent billions in purchasing power,” said CEO Anjali Sud.

The platform’s success is rooted in its on-demand-first strategy—over 95% of viewing is non-linear—and a content library that now includes nearly 300,000 titles and 400 Tubi Originals. Its programming leans into fandoms, multicultural storytelling, and creator-led projects, including a new slate of Gen Z-focused originals and sports documentaries.

More than half of Tubi’s viewers are Gen Z or Millennials, and 67% are cord-cutters or cord-nevers, according to MRI’s Cord Evolution Study. That makes Tubi a magnet for advertisers chasing elusive, high-value audiences.

With no subscription fees, a frictionless UX, and a growing slate of exclusive content, Tubi is proving that free doesn’t mean fringe—it means scale.