Why Tubi CEO Anjali Sud Says Free Is the Future of Streaming
Dec 7, 2024
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Anjali Sud, CEO of Tubi and former CEO of Vimeo, discusses the innovative free streaming model and how it competes against giants like Netflix. With a vast library of nostalgic and diverse content, Tubi caters to cord-cutters seeking affordable options. Sud emphasizes Tubi's ability to elevate unique voices and support emerging filmmakers. The conversation highlights the challenges of diversity in tech leadership while exploring the platform's commitment to inclusivity and its unique approach to audience engagement in a changing media landscape.
Tubi distinguishes itself by offering ad-supported free streaming, attracting over 80 million viewers without the burden of subscription fees.
The platform prioritizes audience preferences, curating content that appeals to diverse demographics, particularly younger and multicultural viewers.
Tubi is exploring AI to enhance content discovery, aiming to personalize viewing experiences based on mood rather than just genres or titles.
Deep dives
Diversity in Corporate Boards
Elf Beauty significantly stands out in corporate governance with a board comprised of 78% women and 44% diverse members. This level of representation is exceptional, as it contrasts starkly with the broader landscape of U.S. publicly traded companies, where the presence of women and people of color is minimal. The discussion highlights the company's initiative to improve representation and diversify boardrooms across America. The message emphasizes that a diverse board is key to better understanding and creating products that resonate with a diverse customer base.
Tubi's Unique Streaming Model
Tubi operates as a free streaming platform, providing access to a vast collection of movies and TV shows without subscription fees. With over 80 million monthly active viewers, Tubi has carved a niche by focusing on user engagement rather than competing head-to-head with subscription giants. Unlike conventional platforms that rely on expensive original content, Tubi attracts viewers through a large catalog, including nostalgic films and series, while utilizing an ad-supported revenue model. By prioritizing audience preferences and trends, Tubi aims to create an agile and authentic viewing experience.
Challenges and Perceptions of Tubi's Content
Tubi faces criticism for featuring a catalog that is perceived as predominantly composed of older content and nostalgic titles, often labeled as 'bargain basement' material. However, the platform embraces this categorization, believing that it resonates with many viewers who are seeking content that reflects their experiences. Tubi focuses on giving audiences what they want, allowing them to determine the quality and relevance of the content. This strategy positions Tubi as a unique alternative in a market often characterized by homogeneous offerings.
Targeting Diverse and Younger Audiences
Tubi has identified its audience demographics, notably over 50% of its viewership consists of younger, multicultural, and female-forward audiences. The platform specifically curates content that appeals to previously underserved communities, such as African American and LGBTQ+ viewers. By providing a variety of genres and specialized collections, Tubi connects with these audiences and ensures that diverse stories are told. This not only enhances viewer satisfaction but also attracts advertisers looking to reach these unique demographics.
The Role of AI in Content Discovery
Tubi has begun exploring the potential of artificial intelligence to enhance content discovery for its users. The platform's investigations include testing how AI can facilitate searches based on mood rather than just genre or title, aiming to tailor the viewing experience to individual preferences. While generative AI is not currently employed for content creation, Tubi’s approach focuses on improving user experience and engagement through better discovery mechanisms. Ultimately, Tubi seeks to harness technology to strengthen its audience connection and deliver personalized content.
How does an ad-based streamer compete with subscription-based models like Netflix, Hulu, Max, and all the rest? By charging nothing. At least that’s what Tubi is doing. And despite being seemingly less prestigious than premium streamers, Tubi is used by millions of Americans and outranks Peacock, Max, Paramount Plus, and Apple TV+ in total viewing time. For those who are fatigued by subscriptions fees and monoculture viewing, Tubi offers an enormous catalog of nostalgia and “newstalgia” movies, hours of bingeable classics, over 250 live channels, plus Tubi originals – all at no cost to viewers. So why aren’t more people talking about it? Kara sits down with Tubi CEO Anjali Sud in this special episode of On presented by e.l.f. Cosmetics to talk about Tubi’s appeal to cord-cutters and cord-nevers; how niche-specific fans help inform Tubi content; why Sud thinks Tubi can democratize storytelling and create space for emerging filmmakers; and how she came to be one of few female CEOs in tech.
This interview was taped live at the Whitney Museum in partnership with e.l.f cosmetics as a part of their campaign to increase representation and diversity in boardrooms. Find out more here: https://www.elfbeauty.com/changing-the-board-game/so-many-dicks
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