The free streaming platform Tubi has reached a significant milestone, exceeding 100 million monthly active users in May. The Fox-owned service also reported a total of 1 billion hours of viewing time during the same period, according too Nielsen data.

This viewership translated to Tubi accounting for 2.2% of total TV consumption in May. This represents Tubi’s highest share since Nielsen began publishing its “The Gauge” report, which tracks monthly television and streaming usage in the United States.

Tubi’s Growth Strategy

“Tubi continues to gain momentum by offering something different: premium on-demand entertainment that is 100% free for viewers and 100% powered by ads.”

According to Anjali Sud, CEO of Tubi, the platform’s success is driven by its unique offering: free, ad-supported, premium on-demand entertainment. In a press statement, SUD stated that “Tubi is resonating with cordless audiences, younger audiences and audiences that dictate culture, define trends and represent billions in purchasing power.At a time when every marketing dollar counts, tubi is becoming the essential platform for advertisers to reach essential consumers.”

Demographic Appeal and Streaming Trends

With a library of nearly 300,000 movies and TV episodes, including 400 originals, Tubi has found a strong audience among younger demographics.Data indicates that over half of Tubi’s viewers are either Gen Z or Millennials, and 67% identify as cord-cutters or cord-nevers, according to a March report.

Tubi’s success mirrors broader trends in the streaming landscape. YouTube, for example, maintained its lead in overall TV viewership, capturing 12.5% of the market in May. This marks the fourth consecutive month that YouTube has held the top spot. Furthermore, May was the first month in which streaming viewership surpassed combined cable and broadcast viewership, accounting for 44.8% of total consumption compared to 44.2% for broadcast (20.1%) and cable (24.1%).