Tubi reveals brand refresh
FEBRUARY 29, 2024 13.00 EUROPE/LONDON BY JULIAN CLOVER

Fox Corporation’s free streaming service has revealed a new brand identity, which it says is designed to celebrate its “Vibrant, Passionate Audience”.

The yellow lower case letters on purple gives a feel reminiscent of the 1970s.

The US service has a share of total TV viewing of 1.5%, skewed towards younger, multicultural audiences, according to Nielsen’s The Gauge report.

“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 US,” said Anjali Sud, CEO of Tubi. “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. Today we’re sharing a new brand direction that reflects our evolution and serves as the foundation for what’s to come.”

Sixty-three percent of Tubi streamers are cord cutters and cord nevers, and 30% are unreachable on other major free AVODs, according to the November 2023 MRI-Simmons’ Cord Evolution Study.

Tubi’s current content includes Shattered Glass that follows four WNBA players through an exhilarating journey into the heart of professional women’s basketball, the BBC’s coming-of-age dramedy Boarders, and the comedy-thriller series Dead Hot.