Advertisers are increasingly turning to once-obscure streaming platforms with quirky names to reach people who aren’t paying for cable TV or subscribing to streaming services. 

Advertising-supported video-on-demand platforms—a group that includes free apps like Tubi, Pluto TV, Freevee and Xumo, as well as the ad-supported versions of subscription services like Hulu and HBO Max—are expected to generate nearly $19 billion in revenue this year, more than doubling their 2020 haul, according to Insider Intelligence projections.