‘Virtual video store appeal’: how Tubi became America’s best free streaming service

The streamer's surprisingly varied library and ad-supported model has allowed it to start out-performing its far glossier, and more expensive, rivals

There's a reason so many websites dedicate reams of virtual pages to the question of whether a brand-new movie is on Netflix, and when it might turn up there. For many casual viewers, the biggest streaming site is more or less synonymous with streaming itself; even big brand names like Disney+, no-longer-HBO Max, Peacock and Paramount+ are basically playing for second place. But at some point, they might need to concede that it's really a battle for third at best: last month, all of those aforementioned glossy non-Netflix services were out-viewed by Tubi.

While fancier streaming services like Netflix and Prime Video have been experimenting with ad-supported versions in order to juice revenues (whether from cheaper ad-bearing subscriptions, hoping customers will pay more to avoid ads, or money from the ads themselves), Tubi offers a rotating, ad-supported lineup of movies and TV shows at the unbeatable price of zip. It's a free service that doesn't require so much as a sign-in. (I know this firsthand: I've been a regular Tubi user for years, and have yet to create an actual account.) Tubi combines the excited browsing of the old video store experience, the instant-gratification appeal of Netflix, and the old-fashioned channel-flipping of cable, where everyone once accepted the built-in ad breaks that came with movie-watching. Apparently, viewers don't mind introducing a little retro into their streaming experiences; Tubi is still growing in viewership and ad revenue. In its most recent quarter, the latter was up by 22%. (According to the CEO, the service isn't yet making money, but growth in such a competitive and capricious industry is still notable.)