Tubi's Success: A Streaming Victory, or a Troubling Sign For Original Content?

The streaming wars have been a long and tumultuous saga in the entertainment world. Major players like Netflix, Disney+, and Max have been duking it out to win over our precious eyeballs, pouring billions into flashy content and grand marketing campaigns. But here’s the twist– despite their big-budget strategies, many of these streaming giants have found themselves bleeding money.

Enter Tubi, the underdog in this epic battle. Tubi is a free streaming service supported entirely by ads. While its library may not be as extensive as its big-name counterparts, Tubi has a diverse selection of content ranging from original TV shows to critically acclaimed films. Considering the lack of a subscription fee, this is quite a remarkable offering, and it turns out to be exactly what many viewers want. In May 2024, Nielsen reported that content on Tubi had more average viewers than Disney+, Max, and Peacock. 

Clearly, this model for ad-supported services is bringing profits. In fact, in 2022 Netflix introduced a cheaper ad-supported plan that has generated more revenue from cost-sensitive customers. Tubi, though, has the advantage of paying far less for its content. In many ways, this is indicative of a growing concern in the entertainment industry: there is such a sheer amount of content that the demand for new media may soon be in sharp decline. If Tubi can attract so many viewers with such a limited library, then what’s the point of any service investing so heavily in original content? 

It’s a question I think about often. As I scroll through flashy thumbnails on Netflix or Hulu, a multitude of Oscar winners and cult classics that I’ve never even seen, I often wonder if there is a need for anything new when there’s already so much old (and so much great old) that can hold my attention for thousands of hours if I wanted it to. While the big players have no qualms churning out heaps of new media to consume, Tubi’s strategy appears to be in alignment with my sentiment, and their success may mean that others will soon follow in their path...