Tubi is the largest free ad-supported streaming service in the US, with 80+ million monthly active users and growing. Because it is 100% ad-supported with no paid tier, Tubi's entire audience is reachable through advertising - a meaningful structural advantage over subscription-plus-ad-tier competitors.
Tubi surpassed 80 million monthly active users in 2025 and continues to grow as consumers look for ways to reduce streaming subscription costs. Unlike platforms with an ad-free tier, 100% of Tubi's users are advertising-supported. There is no way to pay to avoid ads on Tubi - which means the entire audience is available to advertisers, not a subset that chose the cheaper ad tier.
For reach-focused advertisers, Tubi's full-addressable user base is larger than Peacock's or Paramount+'s ad-supported segments. Fox Corporation (which acquired Tubi in 2020) has invested significantly in content and interface improvements, and the platform's growth trajectory is strong.
Tubi CPMs typically range from $15-30 for standard video inventory, making it one of the lowest-CPM options in streaming advertising. For brands focused on reach and frequency efficiency, this positions Tubi as a strong complement to higher-CPM premium streaming placements.
The programmatic picture: Tubi inventory is available through most major DSPs. Programmatic CPMs can run even lower than direct-sold rates, though with less targeting precision. For broad reach campaigns, programmatic Tubi buying is efficient. For audience-specific campaigns, direct access to Fox's first-party data improves targeting quality at a higher CPM.
The cost efficiency makes Tubi particularly attractive for: extending reach against audiences already reached on premium platforms (incremental reach at lower cost), testing streaming video creative before committing larger budgets to higher-CPM platforms, and building frequency efficiently for campaigns requiring multiple exposures.
Tubi's audience demographic is distinct from premium subscription streaming. The platform skews: African American viewers significantly over-indexed relative to other platforms, Hispanic viewers over-indexed, household income $50-75K (middle income, value-conscious), ages 25-54 with 35-44 as the core segment, and strong representation in Southern and Midwestern markets.
This demographic profile makes Tubi particularly relevant for: consumer packaged goods with broad household penetration, quick service restaurants, financial services targeting underserved segments, telecom and wireless providers, automotive (particularly entry-level and used vehicles), and entertainment and gaming.
For B2B advertisers or luxury brands, Tubi is generally not the right platform. The household income skew and audience composition do not align with most premium or professional audience requirements.
Tubi runs standard 15 and 30-second spots. Because the audience is using a free service, there is generally a higher tolerance for advertising than on premium subscription services - viewers have implicitly accepted the value exchange. Completion rates are strong, typically 88-93%.
Creative that performs on Tubi: straightforward value propositions, clear offers and CTAs, culturally relevant messaging for diverse audiences, and honest pricing transparency. The Tubi audience responds well to offers and value messaging. Aspirational brand advertising without a clear offer or benefit tends to underperform relative to the CPM efficiency opportunity.