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Tubi is having a good run. As of May, the free, ad-supported streaming service was taking 1.8% of monthly television viewing across streaming platforms, tying with Disney+ and beating Max, Paramount+ and Peacock, according to Nielsen. It could be considered a win in the streaming wars. Tubi, though, doesn’t consider itself to be part of said wars, according to ​​Tubi CMO Nicole Parlapiano.

“I feel like we’re watching the war,” she said. “The relationship in entertainment [between streaming platforms], which took me a lot to understand was, we’re not all at war because we all need each other in a way.”

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