Tubi’s 2025 Retail and Holiday Study reveals how streaming influences holiday shopping, particularly among younger, multicultural audiences. The survey, conducted with The Harris Poll, found that 71% of viewers shop while streaming, with nearly half making purchases after seeing ads on Tubi. A significant 44% of viewers report that ads drive their buying decisions, while 60% say they buy immediately upon seeing an appealing ad. This trend highlights how streaming serves as a powerful platform for brands aiming to connect with consumers. Trust in retail ads on streaming is high, with two-thirds of viewers discovering products through this medium. This trust translates into action; 87% of viewers engage with brands after seeing compelling ads. Authenticity plays a vital role in building brand connection, as 77% of viewers prefer products from independent creators over mainstream brands. Nostalgia also influences purchasing, as 73% of respondents link nostalgic content with their buying choices. As the holiday season approaches, viewers are cutting back on streaming subscriptions, with 37% planning to drop these services to manage budgets. Nevertheless, 79% are still willing to splurge on gifts. Singles, in particular, are looking to treat themselves, with 44% wanting to take advantage of holiday deals. Remote workers are also active shoppers, with 59% admitting to making purchases during work breaks, often buying clothing and groceries. Tubi boasts over 100 million monthly active users, streaming 1 billion hours monthly. The platform’s young demographic, with 32% aged 18-34 and a multicultural audience, presents a valuable opportunity for advertisers. With a focus on performance-driven ad placements, Tubi aims to deliver effective marketing solutions for brands looking to engage this audience.