May 2, 2022
Tubi May 2 unveiled that, on the heels of a banner year, it will debut more than 100 original titles in the next 12 months. In 2021, the Fox Entertainment-owned ad-supported VOD platform ended the year with 51 million active users and a record-breaking 3.6 billion hours streamed — up 40% from 2.57 billion hours consumed in 2020.
Tubi said it has seen double-digit growth in all audience segments over the past year — with the most growth among college educated and affluent demos, placing Tubi on par with U.S. national averages. With an average viewer 16+ years younger than non-streamers, Tubi’s audience is nationally representative across geographic, economic and educational segments, and includes a large multicultural audience, comprising 20.4 million (40%) of its user base.
Tubi genres include Black Cinema, thriller, horror, sci-fi, romance and adult animation genres; and also providing a new opportunity for brands to integrate early during the development of its originals slate. Tubi’s library — at 40,000+ titles, claims to be the largest in the free ad-supported streaming market.
Tubi will expand its linear offerings to complement the platform’s current lineup of more than 100 sports and local news channels. Channels for Fox Entertainment’s “The Masked Singer,” “TMZ” and Studio Ramsay Global’s “Gordon Ramsay,” will join Tubi Originals and Tubi en Español, which will soon be available on the platform.
In addition, Tubi will continue to maximize synergy throughout the Fox portfolio — including co-productions with Emmy Award-winning animation studio Bento Box Entertainment and MarVista Entertainment, as well as monthly documentaries and specials from Fox Alternative Entertainment and TMZ, respectively.
“Tubi’s approach of personalization allows for content for every community, and our record growth shows it’s working. We’re doubling down on this approach while delivering our brand partners transparency and an opportunity to reach incremental, diverse and highly engaged consumers,” Mark Rotblat, chief revenue officer at Tubi, said in a statement.
Tubi recently released “campaign insights,” a first-of-its-kind analysis that brings together content groupings, or “content clusters,” with audience information, and gives brands the ability to match audience and context, just like on TV, but with the power and transparency of digital.
Tubi’s latest forward-thinking ad solutions for brands provide actionable insights across the marketing funnel, complementing its “certified measurement program,” which includes partnerships and integrations with leading measurement companies, such as TVSquared, Foursquare and Kantar. Together with Tubi’s low ad load and Advanced Frequency Management tool, which caps exposure at the campaign level regardless of demand source, Tubi’s ad tech also includes organic in-app placements, prime pod positioning and integrated marketing opportunities that complement the viewer experience while driving impact.
Last week, Tubi announced that it’s working with Nielsen on an expansion of its relationship as one of the first AVOD services that will offer complete measurement across its entire footprint of more than 25 devices, advancing advertisers’ needs for third-party measurement.
Tubi recently released findings from The Stream: 2022 Audience Insights for Brands, demonstrating Tubi, together with Fox, offers incremental reach: 71% of Tubi streamers are unreachable on cable, 56% are unreachable on linear TV, and 27% are unreachable on any other major free streaming platform. The findings also found that this year, AVOD will surpass SVOD with respect to market share.