Tubi will reach 97 million monthly users and 10 billion streaming hours in 2024
Tubi gained traction throughout 2024, exceeding 97 million active monthly users and 10 billion stream hours.
Fox Corp. spent $440 million to acquire the ad supported streaming outlet in 2020. It has projected that it will generate $1 billion in revenue for the full year, up from $150 millions at the time the acquisition. The outlet has become a welcome bright spot for the company, whose linear network assets are under ongoing pressure from pay-TV cord-cutting.
MAU is not an accepted metric and dates back to the early days of self-reporting on the internet. Deadline asked Fox for clarification on how it calculates MAU. A Fox representative did not reply. Some streaming services consider that the threshold has been reached when a viewer watches their service for 15 seconds. Tubi’s MAU number of 97 million includes duplicate viewing across devices and households, even if it is higher.
The number of viewers is increasing, regardless of the method used to measure it. Tubi continues to rise in Nielsen’s monthly gauge chart for total viewing on TV sets. It has surpassed Max, Peacock, and Paramount+, and is neck-and-neck with Roku Channel. 2 free outlet after YouTube.
Anjali Sud, CEO of Tubi, said in a recent press release that “Tubi is gaining momentum as audiences value an entertainment experience which is 100% free and fun while also reflecting culture.” “Our strategy is powerful and simple: we put our viewers first, by providing unique stories from different storytellers. We also offer a wide selection of content that you can choose from. And we provide a wonderful experience on all devices. We let our audience guide us, obsessing over their engagement. And we’re seeing results.”
In its report for 2024, the company also provided some interesting statistics about their audience. Tubi said that more than 34% are millennials or Gen Z, and over half are multi-cultural. Tubi reported that 77% of its viewers said they did not have cable. The company cited the November MRI Cord Evolution Study.
Tubi claims that, unlike some streaming services like Paramount TV’s competitor, Pluto, 95% of Tubi’s viewing is done on demand, rather than live.
Tubi, founded a decade ago with library films and TV shows, has now expanded its originals offering, which is watched by 1 in 4 viewers. The young adult romance Sidelined : The QB and Me attracted more viewers than any other title in Tubi history during its first week in November last year and brought in the most new subscribers for any Tubi title. The streamer, in addition to its originals initiative, has forged partnerships with independent content distributors and launched Stubios – a fan studio aiming at harnessing the pot.
