• by Wayne Friedman , 3 hours ago

Fox's free ad-supported streaming platform Tubi has expanded its deal with Nielsen to include more of the measurement company’s services.

Factoring in these measures, Nielsen now says that in the fourth quarter of 2025, Tubi had a 6.2% share of total ad-supported streaming viewing, according to the company’s Gauge report -- putting it ahead of Netflix, Peacock, Pluto TV and Paramount+.

By comparison, the original "Gauge" results -- which included all streaming platform options (SVOD, AVOD and FAST) platforms had Tubi with a 2.0% share of viewing in October and December 2025, and 2.1% in November.

Tubi now has access to Nielsen’s Audience Measurement and Streaming Platform Ratings, which determine audience engagement with both subscription and ad-supported streaming services.

In addition, Tubi can now get Nielsen’s National TV research and Ad Intel services. Prior to this expansion, Tubi had access to Nielsen's Digital Ad Ratings and Nielsen One Ads.

Nielsen also says:

-- Tubi is now the top “fully free" ad-supported streamer overall in terms of adults 18+ reach and second-highest overall free AVOD platform, behind leader YouTube.

-- Tubi is also the fourth-best streamer for adults 18+ reach for any ad-supported -- or subscription/ad-supported platforms. It is behind YouTube, Prime Video, and Disney bundle (Disney+, Hulu, and ESPN

-- Tubi also outperforms all broadcast and cable networks in ad-supported minutes watched among A18-49 viewers including CBS, NBC, ABC and ESPN.

Over a five year span (Nov 2020 and Nov 2025) Tubi’s 18-49 and 25-54 audiences have grown tenfold -- 973% and 885% respectively.

Tubi says that unlike more traditional TV, linear FAST channels (free, ad-supported, streaming television), Tubi’s free advertising video on demand (AVOD) skews to younger audiences.

This story has been updated.