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How Niche TV Replaced Peak TV

A wide-ranging chat with Tubi content chief Adam Lewinson about the spectacular growth of free ad-supported streaming, how Tubi got the Super Bowl, and the surprising breakout success of Sidelined.

Adam Lewinson
"As a programmer, you always have to understand your platform. You have to understand your audience, and know really well what your audience wants to watch and what they don’t," says Tubi chief content officer Adam Lewinson. Photo: Eugene Gologursky/Getty Images
Julia Alexander
June 18, 2025

The entertainment industry recently crossed a monumental threshold: As of last month, according to Nielsen data, the total monthly share of streaming-service viewing on televisions surpassed those of broadcast and cable viewing combined. YouTube, of course, is the fastest-growing platform, but one of the most compelling, and less covered, narratives is the rapid growth of free streamers.