Tubi is doubling down on original programming and ad tech as part of its biggest year ever, two years after Fox Corporation purchased it.
A big news item that came out of the event is that Tubi will release more than 100 original titles over the next year. The company’s new programming will cover genres like Black Cinema, thrillers, horrors, sci-fi, romance, documentaries, and adult animation. The originals will join Tubi’s library of more than 40,000 premium movies and television titles, making it the largest library of free, ad-supported streaming.
Number-wise, Tubi highlighted 51 million monthly active users last quarter. The streamer also recorded 3.6 billion hours watched in 2021, a 40% year-over-year increase in total viewing time.
The platform reports double-digit growth in all audience segments over the past year, with the most growth among college-educated and affluent demos. The average age of Tubi’s streamers is 16+ years younger than that of non-streamers, covering a multitude of geographic, economic, and educational niches, and accounts for 40% of its user base.
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By far the fastest-growing AVOD service based on consumer awareness, Tubi delivers massive and incremental audiences at a scale with messages of transparency, originals, and “explosive growth.”
Tubi will expand its linear offerings to complement the platform’s current lineup of more than 100+ local and live news and sports channels. It has been announced that Fox’s The Masked Singer, TMZ, and Gordon Ramsay will join Tubi originals and Tubi en Español and will be available on the platform soon. Mark Rotblat, Chief Revenue Officer at Tubi said,
“Tubi’s approach of personalization allows for content for every community, and our record growth shows it is 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.”
New Solutions For Advertisers
Tubi is investing in its ad technology in order to provide advertisers with a better way to reach these audiences.
The company recently released the “Campaign Insights” report, which shows how brands can target audiences and contexts in a way analogous to TV, but with the transparency and power of digital. Advertisers gain more visibility and contextual awareness regarding where their ads run and the type of content they run on with the initiative.
Tubi’s latest ad solutions for brands include insights across the marketing funnel, along with its Certified Measurement Program, which has partnered with leading measurement companies like TVSquared, Foursquare, and Kantar. With Tubi’s low ad load and Advanced Frequency Management tool, campaigns are capped at the campaign level regardless of the demand source. Furthermore, Tubi’s ad tech includes integrated marketing, organic in-app placements, and prime pod placements to complement the viewer experience and drive impact.
It recently announced that it will be working with Nielsen on the extension of its relationship through its Digital Ad Ratings product (DAR). One of the first AVOD services to provide measurement across its entire footprint of over 25 devices will better meet advertisers’ need for third-party measurement.
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