Tubi Hits All-Time High: Surpasses 100 Million Monthly Active Users

Today, amid Cannes Lions, Tubi announced that it has exceeded 100 million monthly active users and surpassed one billion hours of total viewing time in the last month.

According to The Gauge, which tracks monthly TV and streaming consumption among U.S. viewers, Tubi reached an all-time high of 2.2% of total TV viewing minutes in May, in a month when streaming viewership surpassed cable and broadcast for the first time.

Tubi, which boasts nearly 300,000 movies and TV episodes and 400 Tubi Originals in its collection, noted that more than 95% of viewing on the platform consists of on-demand movies and TV shows, which distinguishes it from other FAST platforms that tend to skew toward live, linear channel viewing. The recent March MRI Cord Evolution Study found that more than half of Tubi viewers are Gen Z or millennials, while 67% are cord-cutters and cord-nevers.

In the past year, Tubi’s programming strategy has focused on developing, licensing, and acquiring premium content and creator projects that resonate with young, multicultural audiences, according to the company. Notably, one in four Tubi viewers watches a Tubi Original.

During a roundtable with IAB and ADWEEK ahead of NewFronts last month, Tubi CRO John Lucas emphasized the streamer’s commitment to investing in creator content, pointing to the premiere of its creator-led movie, Sidelined: The QB and Me, which starred Noah Beck. According to Tubi, Beck’s more than 40 million social media followers led to significant viewership.

“It did about 5.5 million viewers in seven days. That’s under 500,000 the first day. Because of social amplification, it then spread to over a million,” Lucas said at the time. That success led to the sequel, Sidelined 2: Intercepted, being greenlit, with Beck returning to star.

Other upcoming Tubi Original releases include Breaking Bear, starring Brendan Fraser, Sarah Michelle Gellar, Annie Murphy, Elizabeth Hurley, and Josh Gad; the season two renewal of Big Mood, with Nicola Coughlan and Lydia West; and three new young adult films, including Hive starring Xochitl Gomez, How to Lose a Popularity Contest starring Chase Hudson, and Kissing is the Easy Part with Asher Angel. Tubi is also expanding its sports-related programming, with Destination World Cup 2026, which is a current working title, and Zero Start: The Cam Ward Story.

Tubi also launched its first fan-fueled studio in streaming, Stubios, last year, as well as the recently announced Kickstarter partnership, which is bringing over 20 Kickstarter-funded films exclusively to Tubi’s platform.

The news comes after NewFronts and the TV upfront season, in which Tubi announced innovative ad formats and integrations for brands across industries. New products include Tubi Wrappers for studios to promote upcoming theatrical releases, carousels for virtual showrooms or product showcases, new pause ad formats, and Tubi Moments where ad creative can be placed within culturally relevant content.

“In the fierce battle for consumer attention, Tubi continues to gain momentum by offering something different: premium on-demand entertainment that is 100% free for viewers and 100% powered by ads,” Anjali Sud, Tubi CEO, said in a statement. “Tubi is resonating with cordless audiences, younger audiences, and audiences that dictate culture, define trends, and represent billions in purchasing power.”