Tubi refreshes brand to build on momentum with young, diverse audiences

• Tubi, Fox Corporation’s ad-support video-on-demand (AVOD) service, on Feb. 28 began rolling out a recent brand identity, per a press release.
• The brand identity, developed in partnership with design agency Dixon Baxi, features vibrant colours across all consumer touchpoints and features a recent sonic branding with a vivid, playful tone.
• The refresh comes as Tubi, the most-watched free ad-supported streaming service within the U.S., looks to build on the momentum it has achieved with young, diverse viewers — 63% of whom are cord cutters and rope nevers.

Tubi’s recent look and feels comes because the Fox-owned AVOD service continues to grow, increasing its share of total U.S. TV viewing to 1.5%, per the most recent edition of Nielsen’s The Gauge report. That mark puts it ahead of not only other AVODs like Roku Channel (1.1%) and Pluto TV (0.7%) but in addition subscription services with ad-supported tiers like Max (1.3%) and Paramount+ (0.9%). The brand refresh looks to build on this growth and evolve alongside the changing streaming landscape.

“During a time of seismic change in entertainment, Tubi continues to grow and resonate with audiences as probably the most watched free TV and movie streaming service within the U.S.,” said Tubi CEO Anjali Sud in a press release. “This traction comes from our commitment to putting the viewer first, and we’ll proceed to lean into this strength in the approaching yr with a series of latest programming and product initiatives.”

The refresh features vibrant colours, including deep purple and vivid yellow, and unique iconography that may roll out across all consumer touchpoints. An updated homepage and user interface seeks to bring more dimension to the content grid and nod to the rabbit hole that was introduced in Tubi’s attention-getting 2023 Super Bowl campaign.

Tubi cites its content library and friction-less environment as key aspects driving growth, especially among the many audiences that advertisers are most inquisitive about reaching. Almost two-thirds (63%) of Tubi viewers are cord cutters and rope nevers, and 30% are unreachable on other major free AVODs, according to an MRI-Simmons’ Cord Evolution Study cited by the corporate. The platform has also seen 60% growth within the 18-34 demographic, 55% growth in Multicultural demos including Latine, African American and LGBT audiences and 63% growth in female audiences, yr over yr. 

For the previous couple of years, Fox executives have described Tubi as a “growth engine” for the corporate, envisioning it as a “billion dollar business.” Last yr, the platform launched planning tools and partnerships to help brands utilize emerging identity solutions and currency options.