Key Points
- Tubi has expanded its multi-year Nielsen partnership, adding cross-platform audience, TV, and ad measurement tools.
- Nielsen data shows ad-supported streaming hit 45.6 percent of ad-supported TV in Q4 2025, with Tubi at 6.2 percent share.
- Tubi’s audience growth surged nearly tenfold since 2020, strengthening its appeal to advertisers in ad-supported streaming.
Fox Corporation’s free streaming service Tubi will use an expanded set of measurement tools from Nielsen as part of a new multi-year partnership between the two companies.
Under the expanded agreement, Tubi now has access to Nielsen’s Audience Measurement and Streaming Platform Ratings, providing a holistic view of how audiences engage with both subscription and ad-supported streaming services. Tubi can also access Nielsen’s National TV research and Ad Intel offerings. These additions build on a longstanding integration between the companies that already includes Nielsen Digital Ad Ratings and Nielsen ONE Ads.
Together, the expanded set of Nielsen services is designed to help Tubi and its advertising partners make more informed decisions across media planning, workflow execution and campaign optimization.
The announcement comes as ad-supported streaming continues to take a larger share of total television viewing: According to Nielsen data cited in the release, ad-supported streaming accounted for 45.6 percent of all ad-supported TV viewing in the fourth quarter of 2025. During the same period, Tubi represented 6.2 percent of total ad-supported streaming, based on Nielsen’s Ad-Supported Gauge.
Nielsen says Tubi is the country’s most-used, fully-free, ad-supported streaming service, the second-largest ad-supported service among viewers over the age of 18 by overall reach and the fourth-biggest service among the same demographic in terms of ad-supported reach.Audience growth over the past several years has contributed to Tubi’s standing in the ad-supported streaming marketplace.
Between November 2020 and November 2025, Tubi’s persons 18 to 49 audience increased by 973 percent, while its persons 25 to 54 audience grew by 885 percent, representing roughly tenfold growth in both demographic groups.
“In the battle for attention, Nielsen’s (third-party) data shows Tubi is taking share and redefining streaming for audiences and advertisers with viewership that represents the scale, influence and purchasing power of the next generation,” said Jeff Lucas, the Chief Revenue Officer of Tubi. “We are growing engagement faster today than the last 7 quarters and have built a platform that is busting myths that free isn’t premium. Tubi is delivering passionate fandoms for advertisers while giving our audience a deeply personalized, culturally resonant, totally free streaming experience they can’t find anywhere else.”
Nielsen executives described the expanded partnership as reflective of the broader shift toward ad-supported streaming models across the television ecosystem.
“We are thrilled to expand our partnership with Tubi, as we are both paving the way for the continued growth of ad-supported streaming,” Garrett Jamison, the Senior Vice President of National Partnerships at tubi, said in a statement. “Tubi excels at bringing audiences to their platform and we have the unique ability to measure those audiences and provide compelling intel for advertisers.”
Nielsen said most of Tubi’s viewership involves intentional, on-demand consumption. By comparison, most free streaming services with linear channels tend to offer a lean-back experience, which has found favor with older adults but comes with the trade-off of appointment-viewing schedules and longer ad breaks. In the past, executives at Tubi have claimed most streaming on the platform is within its video on-demand library, though it offers a few hundred linear channels as well.
