15% of Big Game Viewership Was on Free Streaming Platform Tubi

• SB LIX drew an average of 126 million viewers across FOX, FOX Deportes, Tubi, Telemundo, and NFL digital platforms.
• Streaming played a major role, and Tubi alone attracted 13.6 million viewers — about 15% of the total audience — setting a new record for Big Game streaming.
• FOX brought in over $800 million in total ad revenue across its broadcast and streaming platforms for the Big Game.
• NFL broadcasts continue to dominate live television, outperforming other major events and solidifying football as a key asset for networks and streaming services.

The biggest night in football is only getting bigger. SB LIX set a new all-time viewership record, drawing an average of 126 million viewers across FOX, FOX Deportes, Tubi, Telemundo, and NFL digital platforms —?and at its peak, 135.7 million people were watching. Overall viewership was up 2% from last year’s Big Game on CBS, and streaming also played a major role thanks to the 14.5 million viewers watching on Tubi and NFL digital platforms. Tubi alone accounted for 13.6 million of those viewers — making up about 15% of total SB LIX viewership and setting a new record for streaming.

Advertisers continued the tradition of paying big bucks for Big Game airtime, with Tubi and FOX bringing in over $800 million in total ad revenue. That level of investment comes as no surprise — the NFL remains the most valuable asset in live television, consistently outperforming other broadcasts even as it continues its move towards digital. With record streaming numbers, improved audience measurement, and next year’s game airing on both NBC and Peacock (and just days after the start of the Winter Olympics), the shift toward CTV in live sports is clearly only gaining momentum.

Connected TV in the News

The End of TV Is Here: Behind Hollywood’s Major Streaming Shift? The Hollywood Reporter For the first time in the history of the broadcast, the Oscars will be streamed live outside of the pay TV ecosystem, on Disney’s Hulu, alongside its broadcast home on ABC.

This Year’s Big Game: Fewer Car Ads, More Celebrities, and Record-Breaking Ad Prices MNTN Research With audiences splitting their attention between CTV, digital, and social, advertisers have more opportunities than ever to extend their reach beyond game night.

YouTube Viewership on TV Screens Exceeds Mobile for First Time Deadline After a years-long effort to emphasize the living room, YouTube now gets more of its total U.S. viewership on TV sets than on mobile devices.