Tubi And Nielsen Expand Strategic Streaming Measurement And Intelligence Partnership, Revealing Addressable Reach For Advertisers For First Time

Tubi And Nielsen Expand Strategic Streaming Measurement And Intelligence Partnership, Revealing Addressable Reach For Advertisers For First Time Tubi Unlocks Access to Nielsen's Streaming Ratings Confirming Its Rank as the #1 Fully Free, Fully Ad-Supported Streaming Service, the #2 Free AVOD Platform in A18 Reach and the #4 Streamer in 18 Ad-Supported Reach Tubi Outperforms All Broadcast and Cable in Ad-Supported Minutes Watched in A18-49 San Francisco, February 5, 2026 - Tubi (www.tubitv.com), Fox Corporation's (NASDAQ: FOXA, FOX) ad-supported streaming service, and Nielsen, a global leader in audience measurement, data, and marketing intelligence, today announced expanded strategic measurement as part of a new, multiyear partnership. Tubi now has access to Nielsen's Audience Measurement and Streaming Platform Ratings, a comprehensive view of how audiences engage with both subscription and ad-supported streaming services. Additionally, Tubi can access Nielsen's National TV research and Ad Intel. This complements the longstanding integration Tubi and Nielsen have had with Nielsen's Digital Ad Ratings and Nielsen ONE Ads. Combined, Nielsen's services help Tubi and advertisers make more informed decisions across each piece of media planning, workflows and execution.

KEY INSIGHTS FOR ADVERTISERS INCLUDE:

Tubi ranks as the #1 Fully Free, Fully Ad-Supported Streaming Service, the #2 Free AVOD Platform in A18 reach and the #4 Streamer in A18 ad-supported reach.

In Q4 2025, ad-supported streaming accounted for 45.6% of all ad-supported TV viewing, with 6.2% of total ad-supported streaming attributed to Tubi (Nielsen's Ad-Supported Gauge).

Tubi is a top 5 ad-supported streamer in reach among Gen Z and #3 in A18-49 Multicultural time spent according to Nielsen.

Tubi outperforms all broadcast and cable in ad-supported minutes watched in A18-49.

In the 5 years between Nov 2020 and Nov 2025, Tubi's Person's 18-49 and Person's 25-54 audiences have grown tenfold (P18-49 973%, P25-54 885%).

In the battle for attention, Nielsen's 3P 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, 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.

We are thrilled to expand our partnership with Tubi, as we are both paving the way for the continued growth of ad-supported streaming, said Garrett Jamison, Nielsen SVP of National Partnerships. Tubi excels at bringing audiences to their platform and we have the unique ability to measure those audiences and provide compelling intel for advertisers.

As streaming approaches half of all ad-supported TV viewing, engagement is increasingly concentrating in environments where audiences actively choose what to watch. Within this shift, Tubi commands a disproportionate share of viewing, leading major streaming platforms in total minutes watched. This leadership is driven by Tubi's free AVOD model, where 95% of viewing is intentional, on-demand consumption, unlike linear FAST channels, which skew older and rely on scheduled feeds with longer ad breaks. Tubi's on-demand experience delivers higher attention, deeper engagement, and younger, cord-never audiences who lean in by choice, creating a premium environment for advertisers at scale.

Nielsen is the leader in streaming TV measurement and marketing intelligence. In the typical month, Nielsen measures more than 1 trillion minutes of viewing across all streaming apps. Its weekly and monthly streaming rankers - the Nielsen Streaming Top 10, The Gauge and The Media Distributor Gauge - are sources of truth for the TV industry.

Advertisers and Ad Tech Partners can expect to learn more Tuesday, March 24 from 2:00 - 4:00 p.m. during Tubi's 2026 IAB NewFront presentation, Tubitopia: An Advertiser's Paradise,' at Pier 59 Studios, Chelsea Piers where Tubi will showcase unique streaming audience insights, the latest in ad tech innovation and industry-leading partnerships that help brands achieve optimal ROI.

About Tubi

Boldly built for fandom, Tubi is a free on demand streaming service that entertains over 100 million monthly active users. Tubi offers the world's largest collection of Hollywood movies and TV shows, thousands of creator-led stories and hundreds of Tubi Originals made for the most passionate fans. Headquartered in San Francisco and founded in 2014, Tubi is part of Tubi Media Group, a division of Fox Corporation.

About Nielsen

Nielsen is a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their global audiences-now and into the future. Learn more at www.nielsen.com and connect with us on social media (X, LinkedIn, YouTube, Facebook and Instagram).

Contacts

Seana Sullivan, Tubi Communications

ssullivan@tubi.tv

Jake Urbanski, Nielsen Communications

LINK:	https://www.foxcorporation.com/news/business/2026/tubi-and-nielsen-exp...
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