Tubi Unwraps New Holiday Data Showing Streaming’s Growing Role in Retail Discovery and Spend
New Research from Tubi and The Harris Poll Reveals 7 in 10 Viewers Shop Online While Streaming, Highlighting a Major Opportunity for Brands to Reach Key Audiences on AVOD this Holiday Season
SAN FRANCISCO, October 30, 2025 – Tubi (www.tubi.tv), Fox Corporation’s (NASDAQ: FOXA, FOX) free ad-supported streaming service, today released new findings from its 2025 Retail and Holiday Study, conducted in partnership with The Harris Poll, exploring how young, multicultural and digitally-native audiences are using streaming as a companion to shopping, driving product discovery and purchasing this holiday season.
“Streaming plays a powerful role in driving holiday purchases,” said Sharon Silverstein, SVP, US Head of Verticals at Tubi. “With 71% of viewers shopping while streaming and nearly half making a purchase after seeing an ad on Tubi, our scale of highly engaged young, multicultural audiences provides brands with a direct path from impression to transaction.”
Highlights from the Tubi 2025 Retail and Holiday Study:
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- Streaming Drives Spontaneous Shopping: 47% of viewers are driven to shop spontaneously while streaming, with 7 in 10 noting “I’m often shopping online while streaming TV and movies.” Purchases while streaming are most often influenced by ads (44%) and the TV/movie genre viewers watched while shopping (41%), with 60% agreeing “if I see an ad for a product I want, I buy it right away.”
- Retail Ads on Streaming Inspire Trust and Action: Two-thirds of viewers find products to buy through streaming and the same number trust ads from streaming services, driving 87% to take action (research, purchase, going to brand’s site or social channels, etc.) after seeing an attention-grabbing ad while streaming.
- Brand Connection is Driven by Authenticity and “New-stalgia”: Viewers feel connected to brands when they feel “real” (43%), high-quality (43%) and trustworthy (40%), and 77% of viewers are more likely to buy from independent creators (and the brands that support them through collaborations, revenue sharing, showcasing their work, etc.) than mainstream brands. Nostalgia is also driving purchases this holiday season, with 73% of viewers noting “watching nostalgic content prompts me to purchase from brands I associate with my own past experiences.”
- Holiday Shoppers Cut Subscriptions, But Not Gifting: Streaming subscriptions are the top category viewers plan to cut to manage budgets ahead of the holiday shopping season (37%), ahead of beauty and wellness treatments (30%) and travel (29%) – yet consumers are still willing to spend on those they love, with 79% agreeing that they’re willing to splurge on the perfect gift.
- Singles Want to Treat Themselves This Year: The holidays aren’t just about giving to others this season – singles want to treat themselves this year because holiday deals let them splurge on themselves (44%) and they want to feel good in the new year ahead (40%), with purchases including new clothing (65%), beauty/wellness treatments (44%) and beauty products (40%).
- The 9-to-5 Shopping Surge: Remote and hybrid workers are power-shoppers: 59% of viewers admitted to shopping online during breaks in the workday to make time-sensitive purchases (36%) and take advantage of promotions and discounts as soon as they see them (36%). Workday shoppers are most often buying clothing (47%), groceries (46%), and food (40%) during this time.
With over 100 million monthly active users and fans streaming 1 billion streaming hours per month, Tubi delivers a fully addressable, incremental audience for marketers. More than 95% percent of viewing on Tubi is on demand amongst a young, multicultural audience where 32% are between the ages of 18 and 34 and nearly half identify as multicultural (MRI Cord Evolution, August 2025). With a deep history in ad tech, Tubi offers advertisers innovative ad formats, performance-driven placements, and brand-safe environments designed to drive results across the full funnel.
About the Data: This survey was conducted online within the United States by The Harris Poll on behalf of Tubi from September 15, 2025, to September 25, 2025, among 1,531 nationally representative respondents ages 15-44 that stream video at least 1 hour a week and shop online at least once a month.
About Tubi
Boldly built for fandom, Tubi is a free streaming service that entertains over 100 million monthly active users. Tubi offers the world’s largest collection of Hollywood movies and TV shows, thousands of creator-led stories and hundreds of Tubi Originals made for the most passionate fans. Headquartered in San Francisco and founded in 2014, Tubi is part of Tubi Media Group, a division of Fox Corporation.
