TThere's a reason why many websites devote huge virtual pages to the question of whether and when a new movie is on Netflix. For many casual viewers, the biggest streaming sites are almost synonymous with streaming itself, with even big brands like Disney+, no longer HBO Max, Peacock, and Paramount+ essentially battling for second place. But at some point, you might have to admit that this is, at best, a battle for third place: last month, all of the aforementioned glitzy non-Netflix services lost out to Tubi in viewership numbers.

While premium streaming services like Netflix and Prime Video are experimenting with ad-supported versions to boost revenue (either by lowering the price of their ad-supported subscriptions, hoping that customers will pay more to avoid the ads, or by making revenue from the ads themselves), Tubi offers a rotating lineup of ad-supported movies and TV shows at an unbeatable price. It's a free service that doesn't even require you to sign in (I know this firsthand: I've been a regular Tubi user for years, but I've yet to create an actual account). Tubi combines the thrilling browsing experience of an old-school video store, the instant gratification of Netflix, and the old-school channel flipping of cable (when everyone embraced the built-in ad breaks that came with watching a movie). Apparently, viewers don't mind a little retro in their streaming experience. Tubi is still growing viewership and ad revenue; in the most recent quarter, the latter increased by 22% (the CEO says the service is growing viewership and ad revenue by 22%). There is no profit yetBut growth in such a competitive and fickle industry is still remarkable.

Even before those numbers were released, Tubi was no longer a timid upstart. The part of the media conglomerate that wasn't sold to Disney, Fox Corporation, which owns the various Fox-branded TV stations, acquired the service in 2020. But its basic approach seems to be much the same: offering viewers a wide range of ad-supported choices (even shows that might have been offered recently or at the same time on other, more premium streaming services) without pumping too much money into flagship originals aimed at subscribers. Tubi's original programming is indeed plentiful, but it also has a retro feel, more in keeping with what you'd expect from cable or direct-to-video exploitation movies of the '90s or early 2000s than, say, HBO. The company has begun experimenting with star-studded, high-profile originals, such as a new series starring TV mainstay Lauren Graham, but they're unlikely to outweigh the appeal of a virtual video store.

In fact, a secret weapon that sometimes goes unmentioned when describing Tubi's rise is the fact that it has a ton of movies older than 30 years ago, which is relatively uncommon for many paid streaming services. At the moment, Netflix has about two dozen movies from before 1990, which is up from the last few months thanks to a recent anniversary effort that promoted movies from 1974 and 1984 together. Max does a little better on average because it owns Turner Classic Movies, but it doesn't have the depth or variety of actual TCM (or a good streaming app that's exclusive to cable TV subscribers). For other services, it's easy to find what's on offer by searching for genres that are less common today, like westerns or musicals. For example, Peacock has one musical from before 1990. Tubi's choices in this department include the original West Side Story, Seven Brides, The Royal Wedding, The Pajama Game, The Jazz Singer, Fiddler on the Roof, Yentl, The Music Man, and High Society. Of course, it won't tell you everything you need to know about the genre, but it's a better start than what more expensive services offer.

That makes Tubi seem like an option for older people who want to complement their MeTV viewing and take a peek into the past. But the company says Tubi has the youngest average age of TV viewers, at 39. The “TV” moniker probably rules out TikTok and YouTube, which are attractive to the youngest media consumers, but Tubi CEO Anjali Sood said: Recent Interviews The company is eyeing a younger audience and sees itself competing with major alternatives to traditional movies and TV, rather than as a future version of cable channels with particularly rich content.

YouTube’s reach (and creators’ endless supply of attractive, algorithmically refined thumbnails) will likely be hard to beat, but for now at least, the two services are impressive contenders. While YouTube lets you rent movies and shows, the platform owes its explosive growth to its original content and creators, who aren’t always immersed in anything more than other YouTube videos and the fickle whims of the algorithms that serve them. This material can combine in many ways: sketch comedy, talk shows, reality TV, visual essays, animated shorts, and more, but much of it has its own parameters and genres, and to outsiders it often seems untethered from history. Tubi, on the other hand, can offer a surprisingly decent crash course in classic movies, if you’re willing to endure a few ad breaks (again, most of us who grew up on cable TV in the ’80s, ’90s, and ’00s were). Even in months when a particular “classics” section is on the wane (or when a particular public domain title's transition is less than optimal), there's an eclecticism that stretches beyond the very recent past and can actually satisfy your curiosity on a tight budget. If streaming is rotting our brains and keeping us indoors, maybe streaming can offer at least a little breadth.

Maybe it's a middle-aged fantasy. The culture would return to a richer sense of history that actually makes entertainment from different eras more enjoyable to connect. But now the brand that streaming stands for is hostile to theatrical releases, funding writer-driven projects, and churning out shows that are increasingly removed from the craft of TV production. Netflix has inadvertently created a new, worse kind of monoculture, one where choice is scarce and binge-watching is encouraged, insatiable and unsatisfying. Imagine a future where you lounge on Tubi instead.