Tubi reached 64 million monthly active users in February 2023, according to the Fox-owned streaming service. That was up from 51 million in May 2022 and 25 million when Fox acquired Tubi in 2020. Tubi also reported more than 5 billion streaming hours in 2022, a 44% year-over-year increase.
The figure is a historical milestone, not Tubi’s current audience. Fox later reported that Tubi surpassed 97 million monthly active users and 10 billion viewing hours during 2024, then exceeded 100 million monthly active users in 2025. In March 2026, Fox continued to describe Tubi as having more than 100 million monthly active users.
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What Tubi announced in February 2023
Tubi announced the 64 million-user milestone on February 14, 2023. The figure represented monthly active users, meaning people who used the service during a month. It was not a count of paid subscribers, simultaneous viewers, or necessarily the number of people watching at any given time.
The available announcement does not make sufficiently clear whether the 64 million figure referred exclusively to U.S. users or included a broader geographic audience. It should therefore not be described as a U.S.-only total. The figure was also company-reported rather than an independently audited industry census.
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Tubi’s reported progression was:
| Date | Reported monthly active users | What it showed |
|---|---|---|
| 2020 | 25 million | Audience reported when Fox acquired Tubi |
| May 2022 | 51 million | Growth before the 2023 announcement |
| February 2023 | 64 million | The original milestone |
| Calendar 2024 | 97 million | Later audience expansion |
| May 2025 | More than 100 million | New audience milestone |
| March 2026 | More than 100 million | Latest company-reported scale in the available record |
Tubi also said it had more than 50,000 titles and over 200 live television channels at the time. Those were Tubi’s catalog and channel claims, not independently verified rankings of the streaming market.
Read the original 2023 report on Tubi’s 64 million-user milestone.
Why free, ad-supported streaming was gaining ground
Tubi operates in the overlap between AVOD and FAST:
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1Scan for outdated or missing drivers - takes under a minute2Clear out junk files and repair common Windows errors3Fix the driver behind crashes, sound loss and screen glitches- AVOD, or advertising-based video on demand, lets viewers choose programs from a library while ads fund the service.
- FAST, or free ad-supported streaming television, generally emphasizes linear-style channels that resemble traditional television.
Tubi combines on-demand programming with live-channel-style viewing, so it is not simply a free version of a subscription streaming service. Its appeal is the ability to watch without a monthly fee, while still offering a television-like experience for viewers who do not want to choose every program.
The timing mattered. Consumers were facing higher subscription prices, multiple overlapping services, and growing subscription fatigue. A free service could help households reduce entertainment spending without giving up streaming entirely. It also avoided a long-term contract and made advertising a familiar trade-off: viewers paid with attention rather than a recurring subscription.
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In Fox’s The Stream: 2023 Actionable Insights for Brands report, 63% of surveyed respondents said free AVOD was attractive because of flexibility and customization. The report also said 45% valued services with fewer ads. Those are survey findings, not universal measures of consumer behavior.
What Fox’s streaming forecast said
The 64 million-user announcement was connected to Fox’s own research on the streaming market. Fox’s report projected that AVOD would grow 9% in 2023 and 24% cumulatively from 2022 through 2026, while subscription video-on-demand growth would remain relatively flat. Fox also predicted that one in three U.S. consumers would stream AVOD by 2024.
The report said nearly one in three streamers planned to reduce streaming spending as subscription prices increased. It also reported that one in five AVOD subscribers had watched Tubi content during the prior year.
These figures should be read as Fox research and survey results, not as neutral industry consensus. The report was released alongside Tubi’s audience announcement, and the available coverage does not establish enough methodology to treat its projections as independently audited forecasts.
Viewing hours provide a different picture from reach
Tubi reported more than 5 billion hours streamed in 2022, up 44% from the previous year. That figure indicated substantial viewing activity, but it should not be substituted for the 64 million-user total.
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- Compact without compromises: Our sleek design won’t block neighboring HDMI ports, and it even powers from your TV alone, plugging into the back and staying out of sight. No wall outlet, no extra cords, no clutter.
- No more juggling remotes: Power up your TV, adjust the volume, and control your Roku device with one remote. Use your voice to quickly search, play entertainment, and more.
- Shows on the go: Take your TV to-go when traveling—without needing to log into someone else’s device.
Monthly active users measure breadth: how many people used the service during a month. Viewing hours measure engagement: how much time people spent watching over a longer period. A platform can increase its user count while seeing little change in average viewing per person, or it can deepen engagement without adding as many new users.
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How Tubi’s advertising model works
Tubi’s basic proposition is straightforward: free programming creates audience reach, and advertising monetizes the viewing time. The commercial opportunity is particularly relevant to advertisers trying to reach cord-cutters, cord-nevers, younger audiences, and multicultural viewers through connected-TV inventory.
Tubi said its ad load was approximately four to six minutes per hour, compared with roughly nine to ten minutes for traditional television in the comparison presented with its 2023 research. That estimate was part of Tubi’s own positioning and should not be treated as a permanent platform-wide guarantee. Ad loads can differ by program, market, device, inventory availability, and commercial-break structure.
Later company announcements show that Tubi was trying to turn audience scale into more measurable advertising products. Fox said more than 95% of Tubi viewing was on demand in 2025 and described integrations involving FreeWheel, AudienceXpress, Fox’s AdRise platform, and other advertising partners.
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- Breathtaking picture quality: Stunningly sharp 4K picture brings out rich detail in your entertainment with four times the resolution of HD. Watch as colors pop off your screen and enjoy lifelike clarity with Dolby Vision and HDR10+.
- Seamless streaming for any room: With Roku Streaming Stick 4K, watch your favorite entertainment on any TV in the house, even in rooms farther from your router thanks to the long-range Wi-Fi receiver.
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Fox also described interactive pause ads, scene-sensitive formats, shoppable advertising, and outcome-measurement capabilities. These products matter because advertisers generally need more than a large reach number: they want targeting, delivery data, attribution, and evidence that campaigns produced a useful result.
Advertisers should not assume that every buying route is available to every business. The available research does not establish current CPMs, minimum spends, self-serve eligibility, or rate-card terms for Tubi inventory.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What happened after the 64 million milestone
Tubi’s subsequent reported growth made the 2023 number look less like a short-lived spike and more like an early marker of continued expansion:
- Fox said Tubi surpassed 97 million monthly active users and streamed more than 10 billion hours during calendar 2024.
- Fox said Tubi exceeded 100 million monthly active users and passed 1 billion viewing hours during May 2025.
- In March 2026, Fox described Tubi as having more than 100 million monthly active users and about 1 billion streaming hours per month.
Those later totals are also company-reported. They demonstrate the scale Fox says Tubi has reached, but they do not create a directly comparable, independently audited measure across every streaming service.
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Fox’s later updates also pointed to creator-led programming and partnerships designed to bring more premium long-form content to Tubi. In 2026, Fox announced a partnership with TikTok intended to give creators a pathway toward developing long-form programming.
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See Fox’s updates on Tubi’s 2024 audience and viewing hours, its 2025 audience milestone, and its 2026 advertising and audience positioning.
How to compare Tubi with other streaming services
Tubi competes for viewing time with services such as Pluto TV, The Roku Channel, Peacock, Netflix’s ad-supported plan, Disney+’s ad-supported plan, and YouTube’s free ad-supported ecosystem. But their metrics are not automatically comparable.
A free service’s monthly active users should not be placed beside a paid service’s subscribers as though they measure the same thing. Definitions may differ in geography, account sharing, frequency of use, measurement systems, and whether a person watched content or merely opened an application.
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Viewers comparing services should consider:
- Whether the service is free, paid, or a paid plan with advertising.
- Whether it offers on-demand programming, linear channels, or both.
- How much advertising appears and whether the ad experience varies by program or device.
- Whether the desired shows are available in the viewer’s country.
- Whether the catalog is current and distinctive, rather than merely large.
- Whether the service offers the sports, news, films, or television franchises the household actually watches.
Content rights and availability vary by geography and licensing window. A catalog-size claim does not guarantee that every title or channel is available to every viewer.
What the milestone meant for the streaming business
The 64 million figure mattered because it showed that a free, advertising-funded service could reach a large audience while paid streaming was becoming more expensive and fragmented. Tubi’s later reported growth strengthened that argument.
But the number was not, by itself, proof of profitability, market leadership, or superior advertising economics. The most important unanswered business questions are how frequently users watch, how many impressions Tubi can sell, what portion of inventory is filled, what advertisers pay, and how much revenue and profit the platform contributes to Fox.
The strongest interpretation is therefore measured: Tubi’s 64 million monthly active users were a significant 2023 indicator of ad-supported streaming’s momentum. The subsequent growth beyond 100 million users suggests that the model continued to find an audience, while Tubi’s investment in measurement, interactive formats, and buying tools shows the harder next step—turning reach into durable advertising value.
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