Rupert Murdoch’s Fox Corporation has launched its free ad-supported streaming service in the highly competitive UK market. 

Tubi has grown in popularity in the US with around 80 million monthly active users. 

“Tubi has spent the last decade honing our approach to vast, free and fun streaming in North America, and we feel that now is the perfect time to bring that recipe to UK audiences,” Anjali Sud, Tubi chief executive said.

Tubi will reportedly launch with over 20,000 TV episodes and films in the UK, with content from Sony Pictures Entertainment, Disney, Lionsgate and NBC. 

The streaming platform was acquired by Fox for $440m in 2020. 

Tubi’s launch comes as streaming services, such as Netflix and Amazon Prime, are raising their subscription prices and launching ad-supported services to try and bolster revenue.

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Netflix has regularly announced price hikes over the past two years. The streamer’s latest annual report showed that its ad-supported tier had become Netflix’s most popular, with over 40 per cent of new subscribers choosing the plan.

Netflix also recently cracked down on password sharing, which led to some criticism from customers in light of frequent price hikes. Netflix has claimed the password crackdown has increased revenue and led to more signups than cancellations.

Tubi will be going head to head with rivals Netflix, Disney+, Channel 4’s popular streaming platform and BBC iPlayer. 

The global market for subscription video-on-demand, a video streaming service where viewers pay a monthly fee to access a library of content, was worth $103bn in 2022, according to GlobalData’s 2023 report, Video Streaming: Thematic Intelligence.

The market is anticipated to grow at a compound annual growth rate of more than 8% throughout 2022-2027, according to the report.