What's Happening?
Tubi, Fox's free ad-supported streaming platform, has expanded its partnership with Nielsen to incorporate more of the measurement company's services. As a result, Nielsen's Gauge report indicates that Tubi captured a 6.2% share of total ad-supported streaming viewing in the fourth quarter of 2025. This positions Tubi ahead of competitors like Netflix, Peacock, Pluto TV, and Paramount+ in the ad-supported streaming segment. The expansion of the Nielsen deal reflects Tubi's commitment to enhancing its measurement capabilities and solidifying its market presence.
Why It's Important?
Tubi's growth in the ad-supported streaming market highlights the increasing competition among streaming platforms to capture viewer attention and advertising revenue. By expanding its
partnership with Nielsen, Tubi gains access to more comprehensive audience measurement tools, which can attract advertisers seeking detailed insights into viewer behavior. This move not only strengthens Tubi's competitive edge but also underscores the importance of data-driven strategies in the streaming industry. As ad-supported streaming continues to grow, platforms like Tubi are well-positioned to capitalize on this trend, potentially reshaping the streaming landscape.
