Over the past few years, the landscape of streaming services has been marked by intense competition, leading to drastic shifts in market dynamics. Amid this evolving battlefield, Fox has subtly repositioned itself with Tubi, a free ad-supported streaming service, standing out as a notable player in the industry. The shift from traditional cable to streaming has changed how consumers engage with media, and Fox has adapted with a strategic focus on free access, potentially disrupting paid subscription models.
Earlier industry discussions rarely spotlighted Fox as a formidable contender in the streaming wars, traditionally dominated by established giants like Netflix (NASDAQ:NFLX) and Disney (NYSE:DIS). However, emerging trends indicate a substantive growth trajectory for Tubi, which seems to buck expectations, contrasting previous analyses that largely focused on the declining influence of older broadcasting companies.
Can Tubi Sustain its High Growth?
Tubi’s impressive performance in 2025, with over 100 million monthly active users, has been leveraged by strategic content decisions such as streaming high-profile events. A notable example is the Super Bowl, where Tubi attracted 24 million unique viewers.
“Tubi’s unique approach with lines of free, ad-supported content resonates with a broad demographic,” a Fox representative noted.
These events have substantially boosted ad revenue, setting Tubi apart from its competitors.
What Does This Mean for the Streaming Market?
Fox’s announcement to stream the Thanksgiving Day NFL game on Tubi is expected to enhance viewership further, tapping into an audience increasingly leaving traditional cable options. With advertisers projected to pay premium rates, this event could continue Tubi’s trend of high viewership and engagement metrics. The capability of Tubi to attract viewers without subscription fees contrasts with recent price hikes seen in services like Disney+ and difficulties companies face in maintaining subscriber growth.
Fox’s pricing strategy with its premium service, Fox One, launched in 2025 at a competitive monthly rate, achieved substantial subscriber numbers early on. Although substantially smaller than Netflix’s user base, Fox One’s success demonstrates the potential for leaner, more targeted services in a saturated market. The synergy between Tubi’s free model and the Fox One service positions Fox uniquely within the media conglomerate environment.
As Tubi’s view time and ad revenue continue to climb, Fox’s strategic movements reveal a calculated pivot to digital, navigating the complex terrain of live events and ad-centric models where larger players occasionally falter. The integration of regional sports networks also highlights Fox’s focus on live TV as a distinctive offering in the streaming space.
“Our approach to streaming leverages existing strengths in sports and news,” commented another Fox executive.
Fox appears to diverge from the risk-laden expansion strategies of its competitors, focusing instead on monetizing existing content proficiency and capturing audiences through strategic content offerings. Tubi’s trajectory suggests it might evolve into a more significant force, potentially reshaping industry narratives previously centered only around Netflix and Disney. Factors such as theater performance and subscription models remain critical for major competitors, who face pressures in maintaining subscriber engagement.
