How Brands Can Stay Ahead of an Evolving Streaming Landscape – A Harris Poll & Tubi Study

The streaming landscape is constantly evolving, and audiences are making their own rules on how they watch, discover, and engage with content. Younger viewers in particular are leaning into fandoms, nostalgia, and free streaming platforms as go-to discovery hubs—creating new opportunities for advertisers to build real cultural connections. 

What does this mean for brands? Tubi and Harris Poll break down key insights from The Stream 2025: Audience Insights for an Evolving Landscape, exploring how shifting behaviors are reshaping ad-supported streaming. From smarter media buying strategies to the importance of ad relevance, we’ll cover what brands need to know—and how they can apply the insights from the report.

Key Learnings: 

• Forget the hype – viewers want familiarity. Younger audiences are prioritizing comfort content and nostalgic favorites over what’s trending.

• Free platforms are driving discovery. Viewers are actively browsing streaming services to find older and previously undiscovered content.

• Fandoms are fueling the future. Audiences feel a strong connection when streaming services help them find their next favorite niche or community.

• Audiences want a platform that “gets them.” Streaming fatigue is real, and viewers appreciate platforms that curate content to match their tastes.

• Advertising works – when it works for the viewer. Consumers see ads as a fair trade-off for free content, but only when they’re relevant and well-placed.