Fandom, nostalgia reshaping how viewers choose streaming platforms

Tubi, the ad-supported streaming service owned by Fox Corp., released its sixth annual cultural insights report this week, examining how American viewers are choosing what to watch, on what screen and through which business model.

“The Stream 2026: When Intention Becomes Attention” was produced in partnership with The Harris Poll, which conducted an online survey of 2,500 U.S. adults ages 18 and older between Nov. 24 and Dec. 2, 2025. Respondents were required to stream video at least one hour per week and live in the United States. The survey was not based on a probability sample, and the report notes that no estimate of theoretical sampling error can be calculated.

The findings are organized around three themes: screen size and viewing intention, consumer spending patterns and attitudes toward subscriptions and the role of fandom and creator content in shaping platform loyalty.

On-demand viewing and attention

The survey found that 90% of respondents reported feeling most engaged while streaming TV shows and movies, compared with 82% for attending live events and 79% for scrolling social media. Within TV viewing, respondents gave on-demand streaming — defined as selecting content when the viewer wants it — a 90% attention rating, compared with 78% for channel-based streaming and 71% for cable or satellite.

Fifty-five percent of respondents reported streaming TV or movies for one to three hours in a single sitting, with 46% reporting sessions of three or more hours, a figure the report notes represents a 9% year-over-year increase. Seventy-seven percent said they would rather select content on demand than tune into scheduled programming.

Fifty-one percent of respondents said they stream on a television or larger screen, and 75% said members of their household use streaming together as a form of quality time.

“Tubi has built a deeply engaged audience by putting fandom at the center of a premium streaming experience that is completely free,” said Cynthia Clevenger, senior vice president of B2B Marketing at Tubi. “This year’s insights show viewers are loyal to platforms that champion their passions, they continue to turn to nostalgia for quality storytelling and are embracing original creator-led IP.”

Subscription costs and ad sentiment

The report described a pattern in which viewers are scrutinizing paid subscription costs more carefully, with 74% of respondents saying they have or would cancel a subscription due to a price increase. Fifty-four percent cited password-sharing crackdowns as a key reason to cancel a paid service.

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Sixty-seven percent said they had skipped watching a new show or movie once they realized it required a paid subscription.

At the same time, reported tolerance for advertising on free platforms increased.

Eighty-four percent of respondents said watching ads is a fair trade for free content, up 3% year over year, and 83% said ads feel more acceptable on free platforms. Seventy-six percent said they would rather watch content on a free platform with ads than on a paid platform with ads, an 8% increase year over year.

Seventy-three percent said they would prefer to watch ads and keep money for a small discretionary purchase each month rather than pay full price for an ad-free service, up 10% year over year and 15% since 2024.

Thirty-two percent of respondents said they do not mind ads during streaming, up 14% year over year, and 18% said ads enhance their experience, up 11% year over year. Seventy-eight percent said ads are more acceptable when relevant to their interests.

Tubi reported internally that 95% of its viewership is video on demand, as distinct from free ad-supported streaming television, or FAST, channels, which deliver content through a scheduled linear feed.

Fandom, nostalgia and creator content

Sixty-five percent of respondents said they feel part of a community based on the movies and shows they watch, a 15% increase year over year. Movies ranked as the top source of fandom at 44%, followed by TV shows at 38%, music at 34% and sports teams at 30%.

Sixty-seven percent said they are more likely to support brands when their fandoms are reflected in advertising. Seventy-four percent said they are loyal to streaming services that support their fandoms.

Interest in nostalgia content — defined as content released more than 10 years ago — was reported by 97% of respondents.

The top reason cited for revisiting older titles was quality, with 63% pointing to storytelling and style. Seventy-nine percent said streaming services should surface content they previously watched, not only promote new releases.

On creator content, 67% of respondents said digital creator content feels more original than most traditional TV and movies, and 63% said watching creator content feels no different than streaming a TV show. Seventy-six percent said they want more original content from independent or smaller creators, and 78% said they wish they could access creator content without an additional fee.

Seventy-six percent of respondents said they would prefer original content over remakes or franchise extensions, up 12% year over year. Seventy-seven percent said they want diversity and representation when they stream.

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Tubi will present additional findings from the report at the Interactive Advertising Bureau’s 2026 NewFront event on March 24, from 2 to 4 p.m. The presentation, titled “Tubitopia: An Advertiser’s Paradise,” is scheduled at Pier 59 Studios at Chelsea Piers in New York.

The full report is available for download on Tubi’s website.