Tubi just pulled off something no other free streaming service has done before—streaming the Super Bowl. And by most accounts, it went off without a hitch. The Fox-owned AVOD platform brought in 13.6 million viewers for the game, proving that free, ad-supported streaming can handle live sports at scale. In an interview with Digiday, Tubi CMO Nicole Parlapiano broke down how they pulled it off and what it means for Tubi’s future.
This matters because Tubi’s Super Bowl success is more than just a one-day win. It signals a shift in live sports distribution, challenges traditional pay TV, and raises questions about how far free streamers like Tubi could go in live programming.
How Tubi Delivered a Smooth Streaming Experience
Live streaming is the biggest event on U.S. television, and it isn’t easy. Just ask Netflix, which faced major glitches during its first live-streamed event. But Tubi managed to deliver a low-latency stream with minimal buffering.
Some key takeaways from Parlapiano’s breakdown:
- Latency was 26 seconds, significantly lower than competitors like YouTube TV (67 seconds) and Fubo (78 seconds).
- Fox’s infrastructure played a significant role. Tubi leaned on Fox’s existing live sports streaming tech rather than building from scratch.
- While some questioned Tubi’s ability to handle live streaming, Parlapiano emphasized that Fox “streams sports all the time,” making this a natural extension of its capabilities.
- Pre-game promotion played a role, with Tubi running Fox’s Super Bowl pre-game show from 11:30 a.m. ET to establish credibility early.
The positive reception on social media—where 93% of mentions were favorable—suggests that Tubi successfully delivered on its promise.
What This Means for Tubi—and the Streaming Industry
This wasn’t a one-time play. Tubi’s success in streaming the Super Bowl raises bigger questions about how free streaming services could reshape live sports distribution.
- Tubi Has Proven It Can Handle Live Sports—What’s Next?
- Tubi already streams NBA G League games and Liga MX in Mexico.
- While there are no immediate plans to broadcast more live sports, Parlapiano hinted at “opportunistic” future moves.
- Could Tubi bid for mid-tier sports rights, similar to Amazon’s NFL deal?
- Live Streaming Is No Longer Just for Pay-TV Services
- Traditionally, live sports were a paywalled experience—whether through cable or premium streaming bundles.
- Now, a free service has successfully streamed the biggest sporting event in the U.S.
- This could pressure services like ESPN+, Peacock, and Paramount+ to reconsider how they structure live sports offerings.
- Advertisers Now Have Another Major Live Sports Outlet
- Live sports remain the holy grail of advertising, with brands eager to reach engaged audiences in real time.
- If Tubi expands into live sports, expect more brands to shift their ad dollars from traditional TV to AVOD platforms.
The Take
Tubi’s Super Bowl play wasn’t just about getting one big game on its platform—it was about proving that free, ad-supported streaming can be a legitimate home for premium live events. With live sports rights increasingly fragmented, platforms like Tubi could emerge as key players in delivering major events to audiences without paywalls.
Will this lead to a bigger live sports push for Tubi? That remains to be seen. But what’s clear is that the landscape of live streaming just got a lot more interesting.
