Analyzing Tubi Originals for Consumer Insights
In this week's deep dive we analyze Luminate Data on FOX-owned streaming service Tubi, uncovering consumer insights for their original films.
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We publish a bi-weekly data deep-dive to uncover some fun insights, and this one may be a little late but I hope ya’ll enjoy.
FOX’s free ad-supported television(FAST) service Tubi has been releasing original programming since 2021, including an animated series on the infamous comic series The Freak Brothers(my personal favorite original).
Tubi has produced A TON of original programming since its inception, including scripted and unscripted programs, documentaries, and over 155 original movies.
In today’s data deep dive, I wanted to analyze the performance of Tubi original content and determine how it’s doing.
Tubi’s 2024 Viewership Insights
I’d like to preface this by saying that a Tubi project has NEVER ranked in any of Nielsen’s Top Ten data over the last few years. That being said, Tubi projects have ranked in Luminate Data here and there, and I wanted to analyze the metrics.
Since the beginning of Luminate’s streaming measures on March 15th of 2024, 18 total films ranked somewhere in their measures.
In 2024, five distinct original movies appeared six times in Luminate’s data: Bloodline Killer, Robbin, Sidelined: The QB and Me, The Assistant 2 (x2), and Vicious Murder.
These films averaged 65.1M minutes viewed(almost 69M minus The Assistant 2’s second ranking). Overall, this viewership is really not bad, especially considering that these are generally lower-budget films.
Tubi’s 2025 Viewership Insights
So far this year, 10 different films have ranked in Luminate’s measures 12 total times; Checkmate, Ex Door Neighbor, Happy Anniversary, My Husband's Mistress(x2), Play Dirty, Rhythm & Blood, Sugar Mama(x2), The Killing Cove, The Thickest, and Wrong Place, and Wrong Time.
These films have averaged 85.65M minutes viewed, a nearly 32% increase in total viewership according to Luminate's rankings. Now, this isn’t as impressive considering that Tubi has had twice as many original films rank this year compared to last year, providing them with greater opportunities to attract audience attention and boost their overall viewership.
Tubi also self-reported averaging 13.6M viewers during the Super Bowl this year, bringing in an influx of consumers to the FAST. And just recently, the streamer announced that they’ve surpassed 100M active monthly users.
Top Performing Content
HM - Sidelined: The QB and Me - 88.7M minutes viewed
3rd - Sugar Mama - 125.9M minutes viewed
2nd - The Thicket - 127.2M minutes viewed
1st - Play Dirty - 161.6M minutes viewed
Tubi’s Black Cinema Focus Captures Big Audiences
Tubi’s content strategy over the past year reveals a focused approach to delivering diverse, cost-effective, and targeted programming.
First, Tubi prioritizes low-to-mid budget productions. Most of their original films feature one or two B/C-list celebrities, with many projects relying on lesser-known actors, optimizing production costs while maintaining viewer appeal. Tubi recently announced an initiative partnering with the crowdfunding service Kickstarter to bring more independent films to the platform. By focusing on attracting creators and developing their own filmmakers, Tubi not only saves on production costs but also increases accessibility for filmmakers to distribute their content through streaming.
Second, thrillers dominate their original film slate, comprising 66% of their top-ranked titles. The remaining films span genres like action, drama, horror, romance, and western, offering variety to attract diverse audiences.
Tubi's focus on Black Cinema has significantly strengthened its market presence. According to Nielsen data from June 2025, Black audiences represented 24% of total viewing minutes across AVOD platforms, with Tubi capturing 39% of this demographic's viewing time, outpacing PlutoTV's 36%. This trend is evident in Tubi's ranking projects, where 11 of the 15 original films ranked by Luminate featured predominantly Black casts. The service has two categories for Black Cinema, further creating accessibility for the films and enhancing their appeal to a wider audience.
Thanks for reading! Make sure to tune in later this week for our weekly Data Dump, focused on gathering viewership insights across broadcasting and streaming from the past week.
Doesn't matter, Tubi is free
I actually liked The Thicket