Just when you thought the bulging TV, BVOD, streaming and video sector had peaked with too many consumer and advertiser choices, along comes the no-subscription, ad-supported international streamer Tubi with 100 million global viewers dominated by a younger set binging TV shows like the 30 year-old Friends and creating new genre “rabbit holes” like horror and Bollywood ‘vertical fandoms’.
To boot, half of Tubi’s 1.3 million younger skewing monthly Australian viewers are regularly missing on most of the international streaming and local BVOD services. Seventy per cent of Tubi’s local viewers, for instance, don’t watch 10Play; 59 per cent are not clocking 7Plus and 53 per cent are avoiding Amazon’s Prime juggernaut.
Although it’s commissioning originals globally, mostly to top-up the voracious appetite of the younger set diving into the back catalogues of horror, true crime and old hit shows like Friends, Grey’s Anatomy and Lost, Tubi International’s Executive Vice President and Managing Director, David Salmon, says TV and video are on an “interesting parallel” to music consumption – old is still good and big.
“This idea of recency [new titles] not being the only thing that drives value in a viewer’s mind is similar to music not being defined by the latest album being released,” Salmon says. “Yes, people are viewing new releases but it is not actually driving the bulk of engagement on streaming platforms. Instead it’s evergreen, comfort viewing, nostalgic viewing and deep and narrow interests.”
And it’s a global phenomenon – Salmon cites Digital i’s top 10 most streamed titles across the major global platforms in the second half of 2024 – six of the top ten were “actually more than 20 years old and rather staggeringly it also includes Friends, now more than 30 years old. Consumers are going deeper and going further back and that’s where they’re choosing to spend their time.”
For Pippa Leary, News Australia’s Managing Director & Publisher for Free News and Lifestyle, Tubi completes an “All Screens, All Day” line-up blending news and lifestyle publishing with video across all day parts and demographics.
Before Tubi’s arrival, the rapidly reinventing news publisher had already created a “small and medium-sized video ecosystem” which topped 1 billion video views from 5 million users – in the past 12 months video views have surged 85 per cent as the publisher cracked how to bring stories across its news and magazine titles together with video to the same user via vertical and shoppable video formats. News’ massive investment in data and segmentation capabilities for full funnel targeting credentials – it has 3000 audience segments across the portfolio – still needed the big TV screen to round it out.
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