Fox’s Ad-Supported Tubi Streaming Service Unveils New Logo

Tubi, Fox Corp.’s ad-supported streaming service, is rolling out a new brand logo as it continues to expand it scale among U.S. household TV streamers. In January, Tubi increased its share of total TV viewing to 1.5% — ahead of The Roku Channel, Pluto TV, Max and Paramount+, according to Nielsen.

The new Tubi brand identity features “more vibrant colors and iconography across all consumer touchpoints, including new sonic branding that has a bright, playful tone,” according to Tubi. The updated homepage and UI symbols aim to bring more dimension to the traditional content grid, including a nod to the Tubi rabbit hole, first introduced in the 2023 Super Bowl campaign, according to the service.

Developed in partnership with design agency Dixon Baxi, the new brand identity will begin rolling out to all supported platforms across all markets starting Feb. 28.

“In this new brand system, we wanted to give viewers a fun, bold and engaging platform,” Nicole Parlapiano, CMO at Tubi, said in a statement.

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Fox reports that 63% of Tubi streamers are cord cutters and cord nevers, and 30% are unreachable on other major free ad-supported VOD services, according to the November 2023 MRI-Simmons’ Cord Evolution Study. Tubi’s growth has continued to gain momentum among younger, diverse and female viewers, with 60% growth in the 18- to 34-year-old demographic, 55% growth in multicultural demos, including Latino, African American and LGBT audiences, and 63% growth in female audiences, year over year.

Tubi recently announced a new programming slate focused on culturally resonant content, which includes “Shattered Glass: A WNBA Story,” showcasing four WNBA players through their journey into the heart of professional women’s basketball, the BBC’s British coming-of-age dramedy “Boarders,” and the comedy-thriller series “Dead Hot.”

Additional titles available on the service include “Scandal,” “The Edge of Seventeen,” “Batwoman,” “ATL” and “Frances Ha,” among others.

AVOD Service Tubi to Hold First-Ever Advertising Upfront

Fox Media’s ad-supported VOD platform Tubi March 15 announced it would host its first-ever conference for advertisers, Tubi Connect, on March 23 at Spring Studios in Manhattan, N.Y.

The event, which mirrors network television advertising upfronts, will preview a half-day of content programming and how Tubi is connecting with the right consumer audiences and delivering brand impact at scale.

Tubi has been projected to generate upwards of $1 billion in advertising revenue by 2024.

“Now is a great time to give our brand and agency partners a closer look at Tubi’s strategy for the coming year as well as our unique POV across trending topics in the video investment ecosystem,” Mark Rotblat, chief revenue officer, said in a statement.

Sessions at Tubi Connect will cover everything from streaming marketplace predictions for the year ahead, and new forms of driving impact in streaming entertainment, to how brands can tap into data for more effective and efficient campaign planning. The conference will also highlight why streamers should create content that appeals to all types of audiences, as opposed to the masses, to drive viewer engagement and loyalty.

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Tubi executives set to address the upfront include founder/CEO Farhad Massoudi, CMO Nicole Parlapiano, CRO Mark Rotblat, CCO Adam Lewinson, and Tyler Fitch, SVP of advanced TV and partnerships.

In addition, a number of brand and content partners will be featured, including Bryian Keith Montgomery Jr., writer and director of the upcoming Tubi Original, “Cinnamon,” produced by Village Roadshow Pictures and starring Damon Wayans, Hailey Kilgore, David Iacono and Pam Grier, representation from New Belgium’s Voodoo Ranger, and Tubi’s agency partner, VaynerMedia.

Tubi, which Fox acquired in 2020 for $440 million, recently reported a 44% year-over-year increase in viewing (2022 calendar year vs 2021) and more than 5 billion hours streamed in 2022. With 64 million monthly active users, Tubi touts a library of 50,000 movies and TV shows and 200+ FAST channels from 455 content partners.