Core Insights - Tubi has achieved profitability in 2023 by attracting younger audiences willing to watch ads, positioning itself as a strong competitor in the streaming market [1][7] Streaming Market Dynamics - Tubi accounted for 2.1% of total streaming minutes in November, surpassing platforms like Peacock and HBO Max, while YouTube remains the leader [2] - The rise in streaming costs has led consumers to seek cheaper, ad-supported options, with many canceling subscriptions rather than cutting cable [3][4] Audience Demographics - Nearly 60% of Tubi's audience consists of millennials and Generation Z, with a significant portion being multicultural [5] - Tubi has over 100 million monthly active users and streams 1 billion hours of content each month, compared to Netflix's 300 million subscribers [4] Content Strategy - Tubi enhances its library through licensing and produces original content on a smaller scale, including airing NFL games [6] - The platform offers over 300,000 titles, with a notable focus on horror content, boasting the largest collection in that genre [11] Financial Performance - Tubi reported a 27% revenue growth for the fiscal quarter ending September 30, driven by an 18% increase in total view time [7] - Fox's stock has risen over 40% this year, contrasting with the performance of other media stocks amid market uncertainty [8] Competitive Positioning - Tubi differentiates itself by being 100% ad-supported, unlike other platforms that offer ad-supported tiers [15] - The platform's viewer engagement is higher, with 95% of users actively choosing what to watch, making them more receptive to advertisements [14] Targeting Younger Audiences - Tubi has launched initiatives like "Tubi for Creators" to attract younger viewers and has signed deals with popular YouTube creators [17][18] - The platform has successfully engaged younger audiences with content like "Sidelined," which has attracted nearly 20 million viewers [19][20]
Free streaming service Tubi is rivaling major players for viewership. Here's how it's winning