Programmatic Advertising
Tubi Ads for Local Businesses: Costs and Test Plan
Part of the guide: Local Marketing Strategy
Free ad-supported streaming (FAST) services show full-screen video ads on the living-room TV, and Tubi now sells to small businesses directly. This guide separates what the platforms have confirmed from what resellers claim, then walks through a test budget with the math shown.
110M↑
Tubi monthly active users
Up 14% year over year, August 2026
2.3%↑
Share of US TV viewing
April 2026, per Nielsen's The Gauge
60%→
Audience Gen Z or Millennial
Nearly, per Tubi's August 2026 update
$15-25→
Typical Tubi CPM (reseller estimate)
Adwave, a third-party seller of Tubi inventory
Estimates for illustration; actual numbers vary.
What is confirmed
According to Advanced Television's coverage of Tubi's August 2026 update, Tubi reached 110 million monthly active users (up 14% year over year), took an all-time high 2.3% of US TV viewing in April 2026 per Nielsen, and has an audience that is nearly 60% Gen Z or Millennial. Annual revenue passed $1 billion, though that is total revenue, not just ads. Note that "monthly active user" has no industry-standard definition, so treat it as a size signal, not a household count for your zip code.
On the buying side, Tubi announced in May 2025 that businesses of any size can buy ads in a self-serve format powered by Universal Ads, aimed at small and medium-sized businesses. The announcement does not state minimum spend, pricing or targeting options.
What is not confirmed
- Tubi pricing. The $15-25 CPM range and the "$25,000+ per campaign" figure for buying directly come from Adwave, a reseller that sells Tubi inventory. Treat them as the seller's estimates.
- Pluto TV. No current Paramount-published user count or small-business self-serve product turned up in our research. Figures of "80 million" that circulate come from older or reseller sources. Until Paramount publishes current numbers, we do not build a plan around Pluto.
- Results. Neither platform publishes local-business conversion benchmarks.
Worked example (assumption, not a benchmark)
A pet groomer in a mid-size city sets aside $1,500 for a six-week test. All inputs below are assumptions for illustration.
| Input | Assumption |
|---|---|
| Budget | $1,500 |
| CPM | $20 (middle of the reseller range) |
| Impressions | 75,000 |
| Average frequency | 3 per household |
| Households reached | about 25,000 |
| Gross profit per new customer, first visit | $45 |
| Customers needed to break even | about 34 |
Reaching 25,000 households and winning 34 of them is a 0.14% response, so the real question is whether you can measure it. Without tracking, you will not know. Use a dedicated landing page or phone number, a QR code on screen if the format allows, and a "how did you hear about us" prompt at booking.
Decision guide
- Try Tubi if you have a clear offer (first-visit discount, grand opening), a service area you can target tightly, and at least roughly $1,500 you can leave alone for six weeks or more.
- Skip it for now if your Google Business Profile is thin or you are not yet capturing people already searching. Search demand converts faster; start with Google Ads and your Business Profile.
- Compare platforms before committing. Our CTV platform comparison and CTV cost data show other ways to buy the same TV screens.
Creative basics
Adwave lists 15 or 30 second spots, 16:9, 1080p MP4 as typical specs, with most ads non-skippable. Confirm the current requirements inside the platform before producing video. Our creative specs guide covers the general CTV checklist: one offer, your business name in the first seconds, and a single way to respond.
Frequently Asked Questions
Is Tubi advertising free?
No. The viewers watch for free; advertisers pay, typically per 1,000 impressions.
Can a small business buy Tubi ads without an agency?
Tubi announced a self-serve platform for small and medium-sized businesses in May 2025. Check Tubi's advertiser site for current terms.
What does Tubi cost?
Tubi has not published pricing in the sources we checked. A reseller lists $15-25 CPMs, so a $1,500 budget buys roughly 60,000 to 100,000 impressions.
What about Pluto TV?
We could not verify a current self-serve option or audience size from Paramount, so confirm directly with the platform before budgeting.
Sources
- Advanced Television: Tubi hits 110M monthly active users (Aug 6, 2026)
- Fox Corporation: Tubi self-serve ads platform announcement (May 2025)
- Adwave: Tubi advertising for small business (reseller; second-hand pricing)
Want help deciding whether streaming TV fits your budget? Contact DataLatte.
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Nataliia
Local marketing strategist with 10+ years at global agencies — OMD, Dentsu, GroupM, and BBDO. Now helping small businesses get the same data-driven edge. Based in Europe, working with clients in the US, UK, Australia, and beyond.
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