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00:00What have been the key avenues to getting the word out that Tubi is available, it's
00:04a free service, it's advertising supported like old-fashioned television used to be but
00:08it's in a slightly different, like what have been the keys that you have found that are
00:13really effective?
00:14Because I think in Hollywood sometimes we forget the audience is still learning all
00:18of this stuff.
00:19What's subscription?
00:20What's advertising?
00:21It's all, you know, people need to have that, need to have that tactile experience with
00:25working with people.
00:26Don't make it easy for them with all the acronyms, which, you know, when I started, I was like
00:30fast, Avod, Esfahad, like someone just say it's free TV.
00:35So it's a great question and I started as CEO of Tubi a year ago and I hadn't heard
00:41of Tubi before that, really.
00:43So you knew the challenge that you were facing.
00:46And I think, you know, even though we have over 80 million monthly active viewers, there
00:50are a lot of people that don't know that Tubi exists or that it's free or that it has this
00:54library.
00:55And it is one of the core challenges and opportunities that we see.
00:59If I think about what's really worked for us, it's a couple of things.
01:03One, as I mentioned, we don't do these big high budget originals.
01:08So we're not, that's not a core way to market Tubi.
01:14So what we've really tried to do is lean more into the Tubi brand overall and try and tell
01:19that story.
01:20And we've tried to do that by just taking creative risks.
01:24So you may or may not remember this, but Super Bowl 2023, Tubi did like an interruption ad
01:30where everyone thought we were like literally interrupting the game.
01:33I mean, that's, you know, that's the kind of thing that we did and it really worked.
01:37I mean, we were, you know, I think we were the most tweeted brand during the Super Bowl
01:44that year.
01:45I think we were trending number four on X after the two teams and Rihanna.
01:50And more importantly, like if you looked at our viewing time, it went up 65% for the
01:56quarter after.
01:57Two months later and three months later.
01:58The quarter after, right?
01:59Those were the metrics that mattered to you.
02:00Those were the metrics.
02:01And so I think what we're finding is we need to build the Tubi brand versus just market
02:05a title or one thing you can find on the service.
02:08And we need to have that show up as something different.
02:11We need to break through, right?
02:13You're in a kind of a sea of sameness and screaming right now.
02:16And that means you've got to take creative risks and you have to, the way we think about
02:20it is like we want to embody the passion and ethos of our fans.
02:25We want to find a way for that to show up in our brand and we want to use our brand
02:28to reinforce our value proposition, which is free frictionless entertainment.
02:33You have an, in fact, you have a campaign free for everyone.
02:35We do.
02:36Yes, we do.
02:37And, you know, I think core to Tubi's DNA is that sort of, you know, we zig when others
02:42zag.
02:43So for 10 years, Tubi was saying free ad supported television when many people thought that was
02:48a losing value proposition.
02:50It was going to be an old outmoded form of television.
02:53Yeah, and we were going to studios and trying to license movies.
02:56And we were, our founder would literally have to convince the studios to license the movies.
03:02Please take our money.
03:03And now that is the primary way in which so much, you know, of storytelling is transacted.
03:08So I think we have that spirit in the company internally and our brand needs to imbibe that.
03:15And so you're going to keep seeing us take some risks and do things that we hope, you
03:19know, helps us stand out.