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Tubi Evolves the Brand to Celebrate its Vibrant, Passionate Audience
Tubi Continues to Scale Viewership and Engagement; Introduces a New Programming Slate and Fresh Look
SAN FRANCISCO, February 28, 2024 - Tubi (www.tubi.tv), Fox Corporation's ad-supported streaming service, is rolling out a vibrant new brand identity as it continues to scale as the streaming choice for the next generation of audiences. In January, Tubi increased its share of total TV viewing to 1.5% according to Nielsen's The Gauge report, and continues to see exceptional traction among younger, multicultural audiences. This scale, combined with a vast content library and a frictionless environment, make Tubi uniquely able to provide viewers with an entertainment experience they can't get anywhere else.
"During a time of seismic change in entertainment, Tubi continues to grow and resonate with audiences as the most watched free TV and movie streaming service in the U.S.," said Anjali Sud, CEO of Tubi. "This traction comes from our commitment to putting the viewer first, and we'll continue to lean into this strength in the coming year with a series of new programming and product initiatives. Today we're sharing a new brand direction that reflects our evolution and serves as the foundation for what's to come."
The new Tubi brand identity features more vibrant colors and unique iconography across all consumer touchpoints, including new sonic branding that has a bright, playful tone. The updated homepage and UI leverages symbols that bring more dimension to the traditional content grid including a nod to the Tubi rabbit hole, first introduced in the 2023 Super Bowl campaign, to bring viewers into the experience.
"Our viewership growth is strongest with young, multicultural audiences and they love Tubi for the rabbit holes, the nostalgia and the content they can't get anywhere else," said Nicole Parlapiano, CMO at Tubi. "In this new brand system, we wanted to give them a fun, bold and engaging platform, that remains frictionless and 100% free, to indulge in the content that reflects their passions. See you in there."
Sixty-three percent of Tubi streamers are cord cutters and cord nevers, and 30% are unreachable on other major free AVODs, according to the November 2023 MRI-Simmons' Cord Evolution Study. Also according to MRI, Tubi's growth has continued to gain momentum amongst young, diverse and female viewers with 60% growth in the 18-34 demographic, 55% growth in Multicultural demos including Latine, African American and LGBT audiences and 63% growth in female audiences, year over year.
Tubi has recently announced a new programming slate focused on culturally resonant content, which includes SHATTERED GLASS: A WNBPA Story highlighting four WNBA players through an exhilarating journey into the heart of professional women's basketball, the BBC's British coming-of-age dramedy BOARDERS, and the comedy-thriller series DEAD HOT. Additional titles available on the service for free include Scandal, The Edge of Seventeen, Batwoman, ATL, Frances Ha and more.
Developed in partnership with design agency Dixon Baxi, Tubi's new brand identity will begin rolling out to all supported platforms across all markets starting today.
For more information about Tubi go to Tubi.tv.
About Tubi
Tubi is the most watched free TV and movie streaming service in the U.S., dedicated to providing all people access to all the world's stories. The company engages diverse audiences through a personalized experience and the world's largest content library of over 200,000 movies and TV episodes, a growing collection of exclusive originals and over 250 live channels. Tubi is part of the Tubi Media Group, a division of Fox Corporation that oversees the company's digital businesses.
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