Free streaming service Tubi significantly contributed to the record-breaking viewership of Super Bowl LIX, surpassing last year's numbers. The platform's innovative approach and diverse content offerings attracted a large audience, especially among younger and multicultural demographics. This success highlights Tubi's growing influence in the streaming market and its strategic partnership with Fox.

Tubi's Impact on Super Bowl Viewership

Tubi's live stream of Super Bowl LIX achieved an impressive average minute audience of 13.6 million viewers. This contribution helped elevate the overall viewership to a historic high of 127.7 million across all platforms. The achievement underscores Tubi's role in making the event more accessible to audiences without traditional TV subscriptions, particularly those watching on mobile devices or other digital platforms.

The collaboration between Tubi and Fox marked the first time the streaming service aired the Super Bowl. By requiring users to sign up for a free account, Tubi introduced its platform to millions of new potential subscribers. Additionally, the company offered supplementary content, such as fashion-focused pre-game shows, catering to viewers interested in the cultural aspects of the event. This strategy not only enhanced viewer engagement but also demonstrated Tubi's versatility in providing comprehensive entertainment experiences.

Growth and Popularity of Tubi

Since its acquisition by Fox in 2020, Tubi has experienced consistent growth, reaching 97 million monthly active users by 2024. The service has carved out a niche with its extensive library of licensed TV shows and movies, complemented by original programming. Tubi's appeal is particularly strong among young and diverse audiences, with significant viewership from Black communities and individuals aged 18 to 34.

Tubi's success can be attributed to its innovative marketing strategies. The company's eccentric Super Bowl ads have generated considerable buzz on social media, reinforcing its brand identity. For instance, this year's ad featured a boy with a cowboy hat-shaped head, showcasing Tubi's commitment to unconventional and memorable advertising. These efforts have set the tone for Tubi's approach to business over the past two and a half years, positioning it as a credible destination for high-quality entertainment. Furthermore, Tubi's increasing market share, accounting for 1.7% of US TV viewing in December, highlights its competitive edge over other free and subscription-based streaming services.