Market Data 
- Tubi’s Super Bowl stream reached 13.6 million viewers, helping push the game’s audience to a new high.
- The free streaming service has been growing consistently since its purchase by Fox in 2020.
- The service is particularly popular with young and multicultural viewers.
The Eagles won the Super Bowl, but it was Fox-owned streamer Tubi’s big night.
Tubi’s simulcast of the game reached an average minute audience of 13.6 million, broadcaster Fox announced. The free streaming service helped drive Super Bowl LIX to a record 127.7 million average viewers across platforms, per Fox.
Last year’s big game reached 123.7 million viewers, making it the most-watched Super Bowl at the time, according to Nielsen data.
Tubi aired the Super Bowl for the first time this year as owner Fox broadcast the game. The streaming service helped make the Chiefs-Eagles matchup more accessible to audiences without traditional TV packages or who may have watched on phones or other devices.
Ahead of the game, Tubi’s marketing chief Nicole Parlapiano told Business Insider that the service wanted to show viewers and advertisers that it had reached its “credibility era” as a destination for high-quality entertainment.
The company said that it had reached 97 million monthly active users in 2024.
Tubi has set itself apart with its vast library of licensed TV shows and movies, as well as original programming. Streaming the Super Bowl was a way for it to introduce its platform to more viewers, who had to sign up for a free account to watch the game.
The service featured shoulder content, such as a fashion-focused pre-game show, for people who were more interested in the cultural aspects of the Super Bowl than the game itself.
Tubi has grown its viewership since it was purchased by Fox in 2020. In December, it accounted for 1.7% of US TV viewing, more than fellow free streamer Pluto TV and popular subscription services including Peacock and Max, according to Nielsen data.
Tubi is particularly popular among young and diverse audiences.
In 2023, the company said 36% of Tubi watchers were between the ages of 18 and 34. In December, 45% of Tubi’s viewing came from Black audiences, BI previously reported based on Nielsen data.
Two years ago, Tubi’s ad during the Super Bowl conjured up some chaos. It made viewers think they had sat on their remote and changed the app they were using.
The company leaned into the eccentric marketing approach again this year, which helped it build social media buzz. Its Super Bowl ad featured a boy with a head shaped like a cowboy hat who loves watching Westerns.
“We took a lot of risks back then, and it kind of set the pace for how we approached the business in the past two and a half years,” Parlapiano previously told BI.
