# Tubi Hands Amazon DSP First-Look on Its 97M-MAU Audience
> Fox-owned Tubi's Priority Access turns a free-streaming platform into another walled-garden front door — and Fox's May 11 earnings is the first disclosure window.
- Publication: The State of Streaming
- Section: Advertising & Ad Tech
- Published: 2026-05-03T00:00:00.000Z
- Byline: The State of Streaming Staff
- Canonical URL: https://thestateofstreaming.com/advertising-adtech/2026/05/tubi-amazon-dsp-priority-access/
- Read time: 2 min
## Summary
Tubi unveiled Priority Access at Tubitopia, giving Amazon DSP exclusive first-look access to its audience and making another 'independent' FAST player a walled-garden front door.

## Key facts

- Tubi unveiled Priority Access, an exclusive first-look package on Amazon DSP, at its Tubitopia presentation at IAB NewFronts on March 24, 2026.
- Amazon's Authenticated Graph recognizes 85% of Tubi supply against an Amazon user, per the joint announcement.
- Tubi states 10% of its audience is incremental to Amazon's open-internet streaming TV supply; Amazon describes the figure as household reach.
- Fox Corporation reports Q3 FY2026 earnings on May 11, 2026, the first quarterly disclosure window after the reveal.


## Why it matters

Priority Access is the operational counterpart to the Walmart-Vizio identity gateway: another nominally independent FAST platform routing its premium impressions through a single walled-garden DSP. It vindicates [our April 27 thesis](/opinion/2026/04/independent-adtech-stack-walled-garden-thesis/) that 'independent' has stopped meaning anything buyers can audit, and extends [the identity-stack consolidation](/advertising-adtech/2026/04/amazon-identity-stack-consolidation/) Amazon spent the spring assembling.


## What to watch

- Fox's [Q3 FY2026 earnings on May 11, 2026](https://investor.foxcorporation.com/events/event-details/q3-fy2026-earnings-release/) for management commentary on Tubi advertising trends and any reference to the Amazon partnership.
- Whether Tubi inventory remains equally available through The Trade Desk and DV360 at the same floors and frequency caps, or whether Priority Access is structurally favored on auction priority.
- Methodology disclosure on the 85% match rate and 10% incremental claim, neither of which has been published.

## Article
Tubi, the free-streaming platform owned by Fox Corporation (NASDAQ: FOXA), made Amazon DSP the front door to a [97-million-monthly-user audience](https://corporate.tubitv.com/press/tubi-surpasses-97-million-monthly-active-users-and-10-billion-streaming-hours-in-2024/). At its Tubitopia presentation at the IAB NewFronts on March 24, Tubi unveiled [Tubi Priority Access](https://corporate.tubitv.com/press/tubi-turns-passion-into-performance-at-iab-newfront/), an exclusive first-look package routed through Amazon.com, Inc.'s (NASDAQ: AMZN) Amazon DSP — the operational counterpart to Walmart-Vizio's identity gateway, and another data point for the read that "independent" CTV no longer means independent of platform routing.

The mechanic rests on Amazon's Authenticated Graph, which Tubi said recognizes 85% of its supply against an Amazon user. Tubi also said 10% of its audience is incremental to Amazon's open-internet streaming TV supply; [Amazon's NewFronts page](https://advertising.amazon.com/library/news/newfronts-2026-advertising-news) reframes the figure as household reach and calls the 85% rate "one of the highest match rates among third-party CTV publishers" in its supply.

Amazon also attributes a 42% lift in unique audience reach, a 3x return on ad spend, and a 27% reduction in frequency per user to authenticated-graph activation. Neither company published methodology, sample frame, or measurement window. The figures are vendor-stated.

Priority Access sharpens a year-long pattern. Disney brought Amazon DSP into [DRAX](https://digiday.com/media-buying/disney-adds-amazon-to-its-drax-partnership-roster/) in June 2025; Roku and Amazon announced their authenticated CTV [footprint](https://advertising.amazon.com/library/news/roku-amazon-ads-partnership) the same month; [Netflix followed](https://about.netflix.com/en/news/amazon-ads-netflix-partner-offer-programmatic-buying-on-netflix-ads-plan) in September. Each earlier deal routed publisher inventory into Amazon DSP. Tubi goes further: a within-DSP priority tier, with the publisher selling its premium impressions through Amazon's pipe rather than its own. That is the cleanest case yet for [the independent-stack thesis](/opinion/2026/04/independent-adtech-stack-walled-garden-thesis/) and an extension of [the identity-stack consolidation](/advertising-adtech/2026/04/amazon-identity-stack-consolidation/) Amazon spent the spring assembling.

Fox reports Q3 FY2026 earnings on May 11. Tubi sits within the Television segment and isn't broken out at line-item granularity, so the disclosure to watch is management commentary — any reference to advertising trends, addressable reach, or the Amazon partnership in the first quarterly window after the reveal.

## Entities

- Companies: Fox Corporation, Fox Corporation, Amazon.com, Inc.
- People: Anjali Sud, Jeff Lucas, Kelly MacLean
- Products: Tubi Priority Access, Amazon DSP, Authenticated Graph


## Tags

- newfronts-2026
- amazon-dsp
- tubi
- fox-corporation
- ctv-advertising
- walled-gardens


## Sourced claims

- Tubi unveiled Priority Access, an exclusive package offering first-look access to its audience through Amazon DSP, at its Tubitopia presentation at IAB NewFronts on March 24, 2026. — Tubi corporate press release: https://corporate.tubitv.com/press/tubi-turns-passion-into-performance-at-iab-newfront/
- Amazon's Authenticated Graph technology recognizes 85% of Tubi supply against an Amazon user. — Tubi corporate press release: https://corporate.tubitv.com/press/tubi-turns-passion-into-performance-at-iab-newfront/
- Amazon characterizes the 85% rate as one of the highest match rates among third-party CTV publishers in its supply. — Amazon Ads NewFronts 2026 page: https://advertising.amazon.com/library/news/newfronts-2026-advertising-news
- Tubi states 10% of its audience is unique and incremental across Amazon's open internet streaming TV supply; Amazon describes the figure as household reach. — Amazon Ads NewFronts 2026 page: https://advertising.amazon.com/library/news/newfronts-2026-advertising-news
- Amazon attributes a 42% increase in unique audience reach, a 3x return on ad spend, and a 27% decrease in frequency per user to authenticated-graph activation, with no methodology disclosed. — Amazon Ads NewFronts 2026 page: https://advertising.amazon.com/library/news/newfronts-2026-advertising-news
- Anjali Sud is CEO of Tubi; Jeff Lucas is Chief Revenue Officer; Kelly MacLean is VP, Amazon DSP, Amazon Ads. — Tubi corporate press release: https://corporate.tubitv.com/press/tubi-turns-passion-into-performance-at-iab-newfront/
- Tubi simultaneously announced new measurement partnerships with InMarket and Kochava and three new ad formats: Scene Sense, Interactive Pause Ads, and Connected Conversions. — Tubi corporate press release: https://corporate.tubitv.com/press/tubi-turns-passion-into-performance-at-iab-newfront/
- Fox Corporation will release Q3 FY2026 earnings on May 11, 2026 at 8:30 a.m. EDT. — Fox Corporation IR: https://investor.foxcorporation.com/events/event-details/q3-fy2026-earnings-release/
- Amazon Ads and Roku announced an exclusive authenticated CTV partnership in June 2025, with rollout across Amazon DSP by Q4 2025. — Amazon Ads: https://advertising.amazon.com/library/news/roku-amazon-ads-partnership
- Netflix and Amazon Ads announced an Amazon DSP integration into Netflix's ad-tier inventory in September 2025. — Netflix: https://about.netflix.com/en/news/amazon-ads-netflix-partner-offer-programmatic-buying-on-netflix-ads-plan

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