Tubi, the ad-supported streaming giant owned by Fox Corporation, has released its annual cultural insights report, "The Stream 2026: When Intention Becomes Attention." The findings reveal a major shift in how audiences interact with their screens. According to a survey conducted with The Harris Poll, streaming is no longer just background noise. Viewers are now treating their favorite shows and movies as a purposeful activity, with 90% of respondents reporting they are most engaged during these focused sessions.

The report highlights that the era of scanning through a TV guide is fading. A significant majority of viewers now prefer on-demand content over traditional scheduled programming. This move toward "intentional viewing" means audiences are actively choosing what to watch rather than settling for what is currently airing. This trend is reshaping how advertisers view engagement, as viewers who choose their content are more likely to stay tuned in.

Economic factors are also driving this behavioral change. As monthly fees for premium subscription services continue to climb, viewers are flocking to free, ad-supported streaming (FAST) platforms. Tubi's data suggests that the combination of no-cost access and high-quality on-demand libraries is making the FAST model a dominant force in the 2026 media landscape. For many, the value of free, high-engagement content outweighs the cost of multiple paid memberships.