Tubi unveils refreshed look and feel to engage diverse viewers

Article Brief:

Tubi, Fox Corporation’s ad-support video-on-demand (AVOD) service, on Feb. 28 began rolling out a new brand identity, per a press release.

The brand identity, created in collaboration with design agency Dixon Baxi, showcases a lively color palette throughout all consumer interactions and introduces a fresh sonic branding that exudes a cheerful and playful vibe.

This update coincides with Tubi's efforts to capitalize on its success with a demographic of young, diverse viewers, the majority of whom (63%) are individuals who have either cut the cord or have never subscribed to traditional cable services.

Tubi's Growth and Brand Evolution

Tubi's recent brand refresh comes at a time when the Fox-owned AVOD service is expanding its presence, capturing 1.5% of total U.S. TV viewing according to Nielsen's The Gauge report. Surpassing competitors like Roku Channel (1.1%) and Pluto TV (0.7%), Tubi also outperforms subscription services with ad-supported tiers such as Max (1.3%) and Paramount+ (0.9%). This new look aims to capitalize on Tubi's growth and adapt to the ever-changing streaming landscape.

"Tubi CEO Anjali Sud stated that amidst significant changes in the entertainment industry, Tubi remains a leading free TV and movie streaming service in the U.S., gaining popularity with audiences. Sud emphasized their dedication to prioritizing the viewer's experience, and highlighted plans to build on this foundation in the upcoming year through the introduction of new programming and product initiatives."

Tubi on devices

The refresh features vibrant colors and unique iconography that will roll out across all consumer touchpoints.

Courtesy of Tubi

An updated homepage and user interface seek 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. The refresh features vibrant colors, including deep purple and bright yellow, and unique iconography that will roll out across all consumer touchpoints.

Tubi attributes its growth to its extensive content library and user-friendly platform, which appeal to the key demographics advertisers are targeting. According to a study by MRI-Simmons’ Cord Evolution Study, 63% of Tubi viewers are cord cutters or cord nevers, with 30% being unreachable on other major free AVODs. The platform has also experienced significant growth in various demographics, including a 60% increase in the 18-34 age group, 55% growth in Multicultural audiences, and a 63% increase in female viewers.

Fox executives have recognized Tubi as a vital component for the company's growth, with aspirations for it to become a billion dollar business. In the past year, Tubi has introduced planning tools and formed partnerships to support brands in leveraging new identity solutions and currency options.

Editor's P/S:

Tubi's brand refresh reflects its remarkable growth and the evolving streaming landscape. The vibrant and playful identity is well-aligned with its target audience of young, diverse viewers who have embraced cord-cutting and free streaming services. The service's success in capturing a significant share of US TV viewing demonstrates the power of its extensive content library and user-friendly platform.

As Tubi continues to expand its presence, the new brand identity will play a crucial role in strengthening its position as a leading free TV and movie streaming service. Its commitment to prioritizing viewer experience, investing in new programming, and offering innovative advertising solutions positions Tubi for even greater success in the years to come.