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Tubi Partners With Nielsen for Deeper Audience Insights
5 Feb
Summary
- Tubi expands Nielsen partnership for audience measurement.
- Ad-supported streaming hit 74.2% viewership in Q4.
- Tubi ranks high among free ad-supported streaming services.
Tubi has finalized a multiyear agreement with Nielsen, significantly expanding their existing partnership. This new deal grants the Fox-owned free, ad-supported streaming service deeper access to Nielsen's audience measurement tools, including streaming platform ratings, national TV research, and ad intelligence.
This enhanced data will enable Tubi and its advertisers to make more informed decisions regarding media planning, workflows, and campaign execution. Nielsen measures over a trillion minutes of streaming viewing monthly across all apps.
Ad-supported streaming achieved a record 74.2% share of overall TV viewership in the fourth quarter, marking a 9% increase from the previous quarter. Tubi contributed 6.2% of this ad-supported streaming share. The platform ranked as the top fully free, ad-supported streaming service and a top AVOD platform by reach for audiences aged 18 and older.
Nielsen data also shows Tubi as a top-five ad-supported streamer for Gen Z and ranks third in time spent among multicultural audiences aged 18-49. Tubi's audience in the 18-49 and 25-54 age groups has grown tenfold since November 2020.
Tubi executives plan to discuss this partnership and audience insights further at their upcoming IAB NewFront presentation in New York City on March 24, 2026.
