Tubi, a free ad-supported streaming service, is aiming to streamline the mobile-to-TV viewing experience. On Thursday, the company announced it will introduce a new feature next week that lets viewers cast the Tubi app from their phones to Fire TV with a single click. Tubi said it will become the first-ever video service to offer instant app download and native launch using Matter Casting.

It's a switch from traditional mirror casting and how Tubi currently supports casting via Chromecast, AirPlay or Tubi Linking. In plain language, this means you'll be able to cast Tubi content from your device to any Fire TV without the need to install or sign in to any separate apps.

Matter Casting was first announced for Amazon devices in 2024 and has been integrated into Prime Video and Fire devices running Fire OS 7 and 8. It operates behind the scenes, helping viewers launch and control TV on Fire TV directly from any iOS or Android device. There's no need to initiate any downloads, sign-ins or set up the app; Matter Casting handles all of that automatically. The result is a fast connection and smooth viewing experience, rather than a temporary screen mirroring session with extra steps, which may give competitors like Google Cast and Apple AirPlay a run for their money.

Don't miss any of our unbiased tech content and lab-based reviews. Add CNET as a preferred Google source.

"In a world where content proliferates and entertainment lovers want to jump into a movie or TV show as quickly as possible, an experience that is hyper-personalized to your taste and effortless to get into is paramount," Deirdre Hesseldieck, Tubi's senior vice president of product, viewer experience at Tubi, said in a statement. "With Matter Casting, we're simplifying connected viewing by removing setup friction and enabling instant access to content."