Tubi just hit $1 billion in revenue by doing something no other streaming service tried. They copied TikTok’s endless scroll feature and put it right into their TV app.
While Netflix and Disney+ fight over expensive shows and monthly subscriptions, Tubi went completely free. They added a TikTok-style “For You” page where you swipe through movie trailers instead of browsing boring menus. It sounds simple, but it worked so well that Netflix copied the idea later.
The Anti-Netflix Strategy
Tubi’s CEO Anjali Sud calls it “niche as core.” Instead of trying to please everyone with blockbuster shows, they target young people who never had cable TV. Their library mixes big movies like Jurassic World with weird niche content and shows made by social media creators.
The company realized something important: Gen Z expects streaming to feel like Instagram or TikTok, not like old-school TV guides. So they made discovering new shows feel like scrolling through social media.
Tubi now has over 100 million users and just had their most profitable year ever. Their revenue jumped 19% while user engagement shot up 27%. They’re making money faster than expected, all without charging a single subscription fee.
What Happens Next
Other streaming services are paying attention. Netflix already copied Tubi’s scroll feature, and more changes are coming. Tubi proves that free streaming with smart recommendations can compete with expensive subscription services. Expect more apps to start feeling like social media.
