Dive 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, developed in partnership with design agency Dixon Baxi, features vibrant colors across all consumer touchpoints and includes a new sonic branding with a bright, playful tone.
• The refresh comes as Tubi, the most-watched free ad-supported streaming service in the U.S., looks to build on the momentum it has achieved with young, diverse viewers — 63% of whom are cord cutters and cord nevers.

Dive Insight:

Tubi's new look and feels comes as the Fox-owned AVOD service continues to grow, increasing its share of total U.S. TV viewing to 1.5%, per the latest edition of Nielsen's The Gauge report. That mark puts it ahead of not just other AVODs like Roku Channel (1.1%) and Pluto TV (0.7%) but also subscription services with ad-supported tiers like Max (1.3%) and Paramount+ (0.9%). The brand refresh looks to build on this growth and evolve alongside the changing streaming landscape.

“During a time of seismic change in entertainment, Tubi continues to grow and resonate with audiences as the most watched free TV and movie streaming service in the U.S.,” said Tubi CEO Anjali Sud in a statement. “This traction comes from our commitment to putting the viewer first, and we’ll continue to lean into this strength in the coming year with a series of new programming and product initiatives."

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

Tubi cites its content library and friction-less environment as key factors driving growth, especially among the audiences that advertisers are most interested in reaching. Almost two-thirds (63%) of Tubi viewers are cord cutters and cord nevers, and 30% are unreachable on other major free AVODs, according to an MRI-Simmons’ Cord Evolution Study cited by the company. The platform has also seen 60% growth in the 18-34 demographic, 55% growth in Multicultural demos including Latine, African American and LGBT audiences and 63% growth in female audiences, year over year. 

For the last few years, Fox executives have described Tubi as a “growth engine” for the company, envisioning it as a “billion dollar business.” Last year, the platform launched planning tools and partnerships to help brands utilize emerging identity solutions and currency options.