Tubi CEO Anjali Sud says you can’t beat free
Channels with Peter Kafka
Deep Dive
Why did Anjali Sud join Tubi?
Anjali Sud joined Tubi because she saw an opportunity for disruption in the streaming industry, particularly with the shift towards free ad-supported streaming. She was excited about the potential for Tubi to define the future of entertainment with its free model.
What is Tubi's current market position?
Tubi is the most-watched free movie and TV streaming service in the US, with over 80 million monthly active viewers. It ranks as the third largest ad-supported streaming service after YouTube and Amazon in terms of viewing time.
How does Tubi compete with larger streamers like Netflix and Amazon?
Tubi competes by offering a vast library of content and focusing on viewer discovery and engagement. It operates on a fraction of the budget of larger streamers, leveraging its free model to attract audiences without the need for expensive subscriber acquisition campaigns.
What is Tubi's content licensing strategy?
Tubi has built its library over a decade through a network of content partners, including studio deals and independent distributors. It does not rely heavily on Fox's library and actively seeks out unique content, including homegrown talent and stories from underrepresented communities.
Why does Tubi produce original content?
Tubi produces original content when it identifies fandoms or communities that want more of a specific type of storytelling. These originals are made at a fraction of the budget of traditional streamers' content and are driven by viewer data and demand.
How does Tubi cater to specific audiences like the Black community?
Tubi listens to viewer signals and responds by providing more content that resonates with specific audiences, such as Black entertainment. This approach has led to over-indexing in growth with younger multicultural audiences.
What role does Fox play in Tubi's operations?
Fox provides support to Tubi but allows it to operate with an entrepreneurial spirit. Tubi is exploring ways to leverage Fox's assets, such as Fox Sports, to create unique content and marketing opportunities without relying heavily on Fox's resources.
How does Tubi monetize its service?
Tubi monetizes through advertising, offering advertisers incremental reach at scale with a good ROI. Over 65% of Tubi's audience consists of cord cutters and nevers, making it an attractive platform for brands looking to reach new audiences.
What is Tubi's approach to distribution partnerships?
Tubi focuses on being ubiquitous across devices, ensuring it is accessible on any screen. It works strategically with distribution platforms to optimize content discovery and maintains a win-win relationship with partners like Amazon and Roku.
What is Tubi's stance on profitability?
Tubi is committed to profitability and believes it can achieve this through efficient growth and smart investments, rather than cost-cutting. It aims to unlock advertiser awareness to match its growing audience.
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