Tubi: Transforming Streaming with FAST and AI

I remember the first time Tubi blew my mind. I connected to their platform and was struck by how they used AI to personalize the user experience. No, it wasn't just another streaming service. It was almost like they knew exactly what I wanted to watch before I did. With over 100 million monthly active users, Tubi is clearly redefining the streaming game. While others are still wrestling with their FAST strategy, Tubi is already making giant strides with its FAST channels and AI-driven personalization. And that's not all, their content library and original programming, paired with an innovative advertising strategy, allow them to captivate an audience increasingly turning away from traditional cable. Imagine: 80% of their audience can't be found on cable! Let's dive into this interview to unpack what makes Tubi a formidable player in modern streaming.

Understanding Tubi's Audience and Reach

When I dive into Tubi, I see a massive potential. With 100 million monthly active users, Tubi isn't just another free streaming service. It captures an audience that's tough to reach elsewhere. Here's a staggering figure: 80% of this audience isn't on cable. That's huge. And there's more. About 69% of Tubi users are cord cutters, those who've ditched cable. This marks a significant shift in viewing habits.

Another crucial point: 90% of Tubi’s audience can’t be found on broadcast. This means if you’re looking to reach people who aren’t on traditional platforms like Hulu or Netflix, Tubi is where they are.

In terms of demographics, 25% of their audience has a median income exceeding $150,000. This is an audience with considerable purchasing power, and it’s a game changer for advertisers.

Content Library and Original Programming

Moving on to their content. Tubi offers an impressive library of 300,000 pieces of content. I had to double-check this number because it’s well above the average streamer, which is around 15,000. It's massive. But watch out, too much choice can sometimes overwhelm users.

Original programming is key to standing out in a crowded market. Tubi has 400 original pieces, and 15 of them have ranked in the top 10 programs on Luminate. A positive point for keeping their audience engaged.

But there's a balance to strike between quantity and quality. Too much content can lead to choice fatigue, where the user doesn’t know what to watch. I recommend targeting content that truly resonates with your audience.

Advertising Strategy and Commercial Load

Tubi uses an AVOD (Ad-Supported Video on Demand) model, seamlessly integrating ads into the viewing experience. This is crucial for maintaining engagement without overwhelming the user. On FAST channels, commercial breaks are typically 13 minutes, but Tubi is well below that with only 4 minutes of ads per hour.

Effective ad placement enhances the user experience. I've noticed that too many ads can really hurt engagement, so I always keep an eye on the volume.

"Every person watching Tubi is seeing ads. There's no premium version to skip them, which means you're not fighting for attention—you're guaranteed it."

Maintaining a balanced ad load is crucial for viewer satisfaction. It might seem obvious, but it’s easy to get carried away with the revenue potential of ads. Too many ads, and you risk losing viewers.

Personalization and AI in Streaming

Using AI and ML to tailor content recommendations for each user is a major advantage. It increases user engagement and retention. But watch out, there’s a trade-off between personalization and privacy concerns.

AI-driven insights are crucial for optimizing content delivery. I’ve found that when recommendations are well-made, it can really boost the average viewing time.

However, be careful not to push personalization too far at the expense of content diversity. Users sometimes like to be surprised by something new and unexpected.

Retail Media and Instant Commerce

Finally, Tubi integrates instant commerce through ads with QR codes. This bridges the gap between viewing and purchasing, a growing trend in streaming, offering new revenue streams.

This strategy is innovative, but be cautious of over-commercialization, which can detract from content enjoyment. I’ve seen users lose interest when ads take too much focus.

In summary, Tubi stands out by capturing a unique audience and offering innovative advertising solutions, while maintaining a balance between content and ads. A successful orchestration worth exploring.

So, here's what I take away from Tubi's game-changing strategy: First, by leveraging FAST channels and AI-driven personalization, Tubi has truly carved out a niche in a crowded market. With 100 million monthly active users, it's clear that understanding your audience and harnessing technology is a real game changer. Next, Tubi specifically targets the 80% audience not found on cable – that's where their strength lies. Third, with commercial breaks capped at 13 minutes on FAST channels, they've managed to lighten the ad load while staying profitable.

Looking ahead, it's crucial for us, as developers and managers of streaming services, to consider how these strategies could be adapted to enhance engagement and drive growth on our own platforms.

To dive deeper, I recommend checking out the original video "@Tubi: FAST, Personalization, and the Future of Streaming Engagement". It offers valuable insights into how Tubi orchestrates all this. Watch it here: YouTube link.