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It’s Tubi’s Time
How the weird, free streamer won the internet’s heart.
Instead of sinking billions into blockbuster projects boasting instantly recognizable faces, Tubi has spent the past decade quietly assembling a massive collection of movies and TV shows, sourced from virtually every major (and minor) studio out there and covering almost every conceivable genre. Its newfound mainstream brand awareness mirrors the broader rise of free ad-supported streaming TV (or FAST), which has been steadily building the past ten years and started to skyrocket around 2020, when pandemic lockdowns sent audiences looking for more entertainment to watch. For the most part, Tubi’s originals are on the lower end of the Hollywood budget scale: Its current slate includes the true-crime anthology Meet, Marry, Murder, hosted by Michelle Trachtenberg; a cartoon about ’60s stoners living in modern-day San Francisco titled The Freak Brothers; and an upcoming animated comedy series called Breaking Bear that is exactly what it sounds like: a show about drug-dealing grizzlies.
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