Tubi

Fox has pushed Tubi aggressively as a core growth asset rather than a side project, including high-profile Super Bowl advertising campaigns in recent years, and the free ad-supported model has paid off with Tubi regularly ranking among the most-used streaming apps in the U.S. by total viewing hours — competing directly with Pluto TV and The Roku Channel in a category that barely existed as a mainstream destination five years ago.

Our take is that Tubi's success is the clearest evidence yet that the streaming market has split into two real tiers: expensive subscription platforms fighting over prestige originals, and free ad-supported services quietly absorbing enormous amounts of actual viewing time, especially from cord-cutters who've grown tired of subscription fatigue. Fox made the right bet treating this as a growth business rather than a loss-leader, and Tubi's usage numbers now rival services with far bigger marketing budgets.

Watch whether Tubi starts investing more seriously in recognizable original content rather than relying mostly on library and licensed titles — that's the next step that would turn it from a usage leader into a genuine cultural destination.