Why Tubi CEO Anjali Sud thinks free TV can win again

Competitive Edge

Tubi is positioning itself uniquely in the competitive streaming landscape by offering a free, ad-supported model, unlike many competitors who charge for ad-inclusive tiers. Anjali Sud highlights the importance of understanding where audiences spend their time, noting that Tubi's strategy involves leveraging its data to create unique content that resonates with viewers 1. She emphasizes the difference between Tubi's model and others, stating, "There is a difference between being free with ads and asking people to pay to watch ads. Those are really different things." 1 This approach allows Tubi to grow its viewership, surpassing platforms like Max and Peacock 2.

   

Social Media

Social media platforms like TikTok and YouTube present both competition and opportunity for Tubi. Anjali discusses Tubi's initiative to integrate social creators into its platform, aiming to bridge the gap between social media fame and Hollywood 3. She acknowledges the challenge of competing with platforms that don't pay for content, yet sees potential in leveraging social media as a feedback loop for content creation 4. "I don't think they're mutually exclusive," she states, emphasizing the natural progression from social media to more traditional media formats 3.

   

Viewer Trends

Changing viewer habits, particularly subscription fatigue, are driving audiences towards free streaming options like Tubi. Anjali notes that the ease and choice offered by platforms like TikTok set a high bar for entertainment services 5. Tubi's model capitalizes on this by providing free access to licensed content, supported by advertising, which aligns with the current trend of avoiding subscription fees 6. "When your job is to entertain, and those are the other options, you have to meet the audience with the same level of ease and choice," she explains, highlighting Tubi's strategic advantage in the evolving streaming landscape 5.