Why Tubi CEO Anjali Sud Says Free Is the Future of Streaming
On with Kara Swisher
Deep Dive
Why is Tubi, despite being free, outperforming other major streaming services in total viewing time?
Tubi outperforms other major streaming services in total viewing time because it offers a massive catalog of 250,000 TV episodes and movies, over 250 live channels, and a diverse range of content that caters to various niche audiences. It is free and ad-supported, making it accessible to a wide audience, especially those who are fatigued by subscription fees and looking for authentic, differentiated content.
Why does Tubi prioritize content discovery and curation over creating high-budget original content?
Tubi prioritizes content discovery and curation because it aligns with its business model of being free and ad-supported. The goal is to engage viewers and keep them watching, which maximizes ad revenue. Tubi's approach to originals is efficient, focusing on lower-cost productions that resonate with specific niche audiences and drive engagement.
Why does Tubi over-index on younger, multicultural, and female-forward audiences?
Tubi over-indexes on younger, multicultural, and female-forward audiences because it offers a wide range of content that reflects these diverse groups. By listening to social media and user feedback, Tubi curates and produces content that fills gaps in the market and provides representation that is often lacking in mainstream Hollywood productions.
Why did Tubi decide to release its first original movie, 'The Thicket,' to theaters and on other platforms before it appeared on Tubi?
Tubi released 'The Thicket' to theaters and other platforms to leverage marketing opportunities and de-risk its economics. By having the movie reviewed and rated, Tubi can gather valuable data and create buzz without spending large marketing budgets, which is crucial for a free, ad-supported model.
Why is Tubi's business model aligned with its goal to grow profitably and sustainably?
Tubi's business model is aligned with its goal to grow profitably and sustainably because it focuses solely on being free and ad-supported, with no tiers or upsells. This simplicity ensures that the company is only successful when the viewer is engaged, leading to efficient revenue growth and cost management.
Why did Anjali Sud, Tubi's CEO, not set out to build an executive team with specific diversity quotas?
Anjali Sud did not set out to build an executive team with specific diversity quotas because she believes that talent comes in different forms and that the best team is one that unleashes maximum talent. By focusing on business outcomes and impact, she has naturally built a diverse and inclusive team that reflects the company's values and mission.
Why is Tubi experimenting with content around sports culture rather than streaming live sporting events?
Tubi is experimenting with content around sports culture rather than streaming live sporting events because live sports rights are too expensive for its free, ad-supported model. Instead, Tubi focuses on creating programming that aligns with the interests of younger audiences, who are often more interested in the stories and culture surrounding sports rather than the live events themselves.
Why is Tubi considering leveraging Fox's resources to enhance its offerings without becoming a general interest SVOD platform?
Tubi is considering leveraging Fox's resources to enhance its offerings, but it does not plan to become a general interest SVOD platform. The focus is on maintaining its free, ad-supported model and using Fox's strengths, such as sports programming, to create unique content that complements Tubi's mission of democratizing storytelling and serving diverse audiences.
Why does Tubi not face significant challenges regarding brand safety and content moderation?
Tubi does not face significant challenges regarding brand safety and content moderation because it is not a user-generated content (UGC) platform. Instead, it curates and produces content, allowing it to maintain control over what is available on the platform and ensuring that it remains brand safe.
Why did Anjali Sud transition from a marketing role to CEO at Vimeo, and what was her path to becoming CEO of Tubi?
Anjali Sud transitioned from a marketing role to CEO at Vimeo by becoming the internal champion for a new business strategy that pivoted away from competing with YouTube. She was given a small team to test this strategy, which succeeded, leading to her promotion. Her path to becoming CEO of Tubi was similar, where her experience and potential were recognized, and she was given the opportunity to lead the company.
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