Tubi, Fox Entertainment’s free streaming service, today announced findings from The Stream: 2022 Audience Insights for Brands, its annual audience report providing insights that help shape streaming and TV marketing strategies. Tubi’s new research highlights the explosive growth of ad-supported video on demand (AVOD) services, set to surpass SVOD this year in audience size, and the changing demographics of a free streaming universe that remains young and multicultural while becoming more reflective of national audience averages in education and affluence.

The report also revealed that Tubi had 3.6 billion hours streamed in 2021, a 40% YoY increase in total viewing time (TVT) across its largest-in-streaming library of more than 40,000 titles. Further, Tubi’s incremental audience continues to complement other video investments – with 71% of Tubi streamers unreachable on cable, 56% unreachable on linear TV, and 27% unreachable on any other major free streaming platform.

“Our findings in The Stream bring AVOD to the forefront of streaming investment planning for brands in 2022, as well as a necessary complement to existing linear TV strategy,” said Natalie Bastian, Senior Vice President, Marketing, Tubi. “At Tubi, we’ve focused on connecting with new communities — both by accessing FOX’s desirable audience as well as partnering with next generation platforms to reach audiences not found on linear television — and it’s paid off with rapid growth among key audience segments.”

Among the report’s key insights:

In maintaining quality ad load, 82% of marketers state ad frequency management is an important factor when partnering with streaming television. With OTT ad spend expected to grow 28% in 2022, Tubi’s Advanced Frequency Management (AFM) solution allows brands to reduce ad repetition and over-frequency, targeting the right viewers with precision and fully realizing the return on their streaming investments. The Stream illustrates AFM’s value for advertisers with a major insurance brand that experienced 213% more unique devices reached and a 113% increase in average daily unique reach during its campaign with Tubi. Further, advertising on Tubi delivered between 75-95% incremental reach for brands.