Tubi launches curated watchlists feature for 70 million users on April 27

Tubi announced today that it will let users create and share curated watchlists, a new tool that lets viewers compile titles they want to see and send a link to friends or post it online. The feature rolls out across the web and mobile apps on 27 April 2024 and is available at no extra cost to the 70 million monthly users of the ad‑supported service.

The move comes as free streaming platforms look for ways to keep audiences engaged without charging a subscription fee. Tubi has built a large library of movies and TV shows that it offers for free, supported by advertising. By enabling social sharing of watchlists, the company hopes to turn passive viewers into active curators, boosting time spent on the app and the number of ad impressions. The idea is similar to Netflix’s “My List,” but Tubi’s lists can be shared publicly or privately, allowing users to discover content through friends’ recommendations.

Tubi’s product team said the feature is part of a broader effort to improve discoverability and user experience. “People want to find new shows quickly, and sharing a list is a natural way to do that,” the team explained. The company also plans to use data from shared lists to refine its recommendation engine, making it easier to surface relevant titles. Industry observers note that social features are becoming a differentiator for streaming services; platforms such as Letterboxd and IMDb already let users create public lists, but Tubi is the first free service to add this capability.

The new tool could help Tubi compete with subscription services that dominate the market. By making the platform more community‑driven, Tubi may retain users longer and increase ad revenue. The company will monitor usage metrics and may roll out additional social features, such as following friends or commenting on lists, in the coming months. For now, the shared watchlists are a simple, free way for viewers to recommend shows and build a sense of community around Tubi’s growing catalog.