MediaPost reports that Tubi has expanded its deal with Nielsen for audience measurement of its ad-supported streaming service. The article notes that Tubi now accounts for 6.2% of total ad-supported streaming viewing, underscoring its growing presence in the AVOD market.
Standardized third-party measurement is the currency of ad markets. By enlarging its Nielsen footprint, Tubi converts viewership into verifiable reach and pricing power—critical when buyers shift budgets toward streaming. That credibility can translate into higher CPMs, more premium deals, and stronger negotiating leverage versus FAST and niche AVOD rivals. For platforms and buyers, the development accelerates consolidation around measured inventory and forces competitors to close measurement gaps. For investors and strategists, Tubi’s milestone signals AVOD maturation: scale plus trusted metrics equals a clearer path to sustainable ad revenue.
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