US Streaming Industry Insights and Outlook: AVOD Growth, Tubi 2021 Performance, and Pandemic Impact

The piece draws on four FOX‑Tubi research reports released on February 10, 2022, to examine the U.S. streaming landscape, especially the breakthrough growth of ad‑supported video on demand (AVOD) in 2021.

Key findings show that Tubi’s total viewing hours increased 40% year‑over‑year, reaching 3.6 billion hours, with 5.1 million monthly active users; 56% of its audience does not use traditional cable or satellite TV, and 27% do not use any other free AVOD platforms.

Comparing AVOD to subscription‑based SVOD, AVOD user growth (16% in 2021) outpaced SVOD (8%), and AVOD total playbacks are projected to surpass SVOD in 2022, driven by subscription fatigue, broadband expansion, and cost‑conscious consumer behavior during the pandemic.

The pandemic amplified streaming consumption: 70% of U.S. respondents now watch three more hours of video daily, and 49% of users plan to cut SVOD spending, with 50% shifting to free AVOD services.

Demographically, Tubi’s audience is younger (average 16 years younger than non‑streaming users), more diverse (42% multicultural, 20% Black or Asian, 17% Latino), and includes a growing segment of high‑income, college‑educated viewers.

Advertising on Tubi is thriving; CTV/OTT ad spend grew 34% in 2021, and Tubi’s ad inventory saw a 50% increase, with advertisers rating its effectiveness 9/10. Users view only 4–6 minutes of ads per hour, leading to higher recall than traditional TV.

Content innovation includes original series such as "The Freak Brothers" and various themed movies, expanding Tubi’s library to over 41,000 titles.

Looking ahead, Tubi plans continued expansion, hiring in both the U.S. and Beijing, and further investment in original content and ad technology.