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Tubi or Not Tubi?

The jury is still out on the durability of free, ad-supported streamers. But Tubi seems to have found a foothold by leaning into how younger viewers actually consume TV: as something to put on in the background while they watch other screens.

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Tubi seems to have found a sturdy foothold by focusing efforts on creating a true personalization experience that mimics efforts of more elegant SVOD services. Photo: Richard Foreman/ABC/Courtesy of Everett Collection
Julia Alexander
March 29, 2024

Conversations about the streaming industry are often limited to a handful of megacap players: Netflix, with its 260 million global subscribers, or Disney+ (150 million subs) and Max (just under 100 million subs) and their twin journeys to erase billions of dollars in debt. Then the mid-tier services, like Peacock and Paramount+, which sit at 30 million and 67.5 million subscribers, respectively, but exist without much rationale besides participating in the latest digital television arms race.