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Tubi tv is more popular that CRAVE , so why would they not join Nielsen.
It is the popular choice, watch endless free tv shows and movies on Tubi.
Much better than the alternative CRAVE pay greedy Bell $20 a month to watch boring HBO shows and other stuff that i have no interest in watching.
 

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By spinning off STARZ, Bell has managed to increase the price to $26 while reducing value significantly on the remaining Crave+HBO package. HBO does not have the appeal it once had. It built its business by created high quality series that pioneered new ground and were in high demand. After two subsequent sales to companies that didn't understand the company and slashed budgets, HBO has become a shadow of its former self. The same has happened to the Crave movie service as it lost contracts it once had with the major studios.
 

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Tubi joins Nielson and over takes Pluto TV Tubi Joins Nielsen Platform Rankings, Overtakes Pluto TV


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There are a couple of surprises in the linked article. Broadcast and cable TV combines is 54%, which is higher than expected, with streaming accounting for 34.3 %. Also Disney+ only at 1.8% as compared to Prime and Netflix is much lower than I expected even with Hulu as a separate service in US. A lot of the Disney content caters to kids who re-watch shows over & over again, and Marvel and Star Wars is also multiple view content, so I would have thought it would be much higher. I see that AppleTV+ has not yet hit 1%,due to limited content. Obviously they are valuing quality over quantity. Tubi has a lot of content and has been around for quite awhile, so it makes sense that it is popular as a free service.
 
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