In a remarkable achievement, Tubi, the AVoD service under Fox Corporation, has announced that it has exceeded 97 million monthly active users, streaming over 10 billion hours in 2024. The platform's success is attributed to its extensive library of movies, TV episodes, and over 300 exclusive originals. Anjali Sud, CEO of Tubi, emphasized the company's strategy of prioritizing viewer experience by offering unique storytelling and engaging content across various devices. Exclusive content has seen significant adoption, with nearly one in four viewers watching Tubi Originals. Additionally, Tubi continues to enhance its ad tech and measurement capabilities, attracting major brands and advertisers.
Expanding Viewer Engagement through Unique Storytelling
Tubi's rapid growth can be attributed to its commitment to delivering premium entertainment experiences that are both free and culturally relevant. By focusing on unique narratives from diverse storytellers, Tubi has managed to captivate a broad audience base. The platform offers an extensive selection of content, ensuring that viewers have a wide range of options to choose from. This approach has led to increased engagement and satisfaction among users, who appreciate the personalized and enjoyable viewing experience across multiple devices.
The introduction of exclusive content has played a pivotal role in Tubi's success. Nearly 25% of viewers now watch Tubi Originals, highlighting the platform's ability to attract and retain audiences. For instance, the young adult romance "Sidelined: The QB and Me" became a record-breaking hit upon its November release, drawing more viewers than any other title in Tubi's history during its first week. Other notable premieres this quarter include "The Thicket," a dark Western thriller starring Peter Dinklage and Juliette Lewis, as well as the workplace comedy "The Z-Suite" featuring Lauren Graham. These additions further demonstrate Tubi's dedication to providing high-quality, original programming that resonates with its audience.
Pioneering Ad Tech and Measurement Capabilities
Beyond its content offerings, Tubi has made significant strides in enhancing its advertising technology and measurement tools. Integrations with platforms like FreeWheel, AudienceXpress, and Fox’s AdRise have allowed Tubi to offer advanced ad formats such as Tubi Takeovers, Timeouts, and branded content opportunities through Tubi 360. These innovations enable advertisers to reach a growing population of cord cutters and nevers in a high-attention environment. Consequently, the majority of Fortune 100 brands now advertise on Tubi's platforms, recognizing the value of its engaged user base.
Tubi's investment in ad tech and measurement capabilities underscores its commitment to delivering measurable results for advertisers. The platform's sophisticated integrations provide detailed insights into viewer behavior, enabling targeted and effective advertising campaigns. Moreover, Tubi's focus on creating a delightful user experience ensures that ads are seamlessly integrated without disrupting the viewing experience. As a result, Tubi has become a preferred choice for brands looking to connect with a diverse and expanding audience. With ongoing advancements in technology and content creation, Tubi is poised to continue its upward trajectory in the competitive AVoD market.