Tubi, founded by Farhad Massoudi in 2014 as an ad-tech platform, shifted its focus towards becoming a streaming service by securing licensing deals. Amidst an evolving streaming landscape dominated by giants like Netflix, Apple TV+, and Amazon, Tubi faced challenges in defining its unique position. In an effort to expand its audience, especially among Black viewers, Tubi adopted a creator-friendly model that has proven to be effective in driving viewership and content diversity, paving the way for its growth in the competitive streaming market.
That was a game that everyone was playing, and it was a race to the bottom to catch Netflix.
They're Kmart. They have some of everything.
From a content producer standpoint, it was very accommodating.
That's largely how Tubi was introduced to a wider viewership during its rebrand.
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