Free Ad-Supported Streaming: Tubi’s User-Centric Approach to Growth
The second panel at MIP London today featured Ross Appleton, General Manager of Tubi UK, sharing insights on the free ad-supported streaming television (FAST) landscape and Tubi’s unique approach to capturing audience attention in an increasingly competitive market.
Beyond Linear Channels: Tubi’s On-Demand Focus
While many FAST services begin with linear channels, Tubi has taken a markedly different approach. Appleton revealed that the platform focuses primarily on on-demand content, with linear channels representing just 5% of viewing in the US. “We learn from the data,” Appleton explained. “In the UK we never launched linear channels. We want to lead with what is performing, and then if linear channels make sense, we’ll add them.”
This data-driven strategy appears to be working. Tubi has established itself as a leader in the FAST space in the US, and is now bringing that expertise to the UK market.
The Content Library Advantage
A key differentiator for Tubi is its vast content library. “We have the biggest catalogue content out of all free streamers in the UK – bigger than Netflix or BBC,” Appleton stated. “We’ve got ten times more movies than any service in the UK and the US.”
Rather than competing directly with subscription services for mainstream content, Tubi strategically targets underserved niches. “Where Tubi really differentiates itself is appealing to different fandoms, different genres that feel underserved by other streamers,” Appleton explained. “We move away from the monoculture of commissioning and curating content for the same audiences.”
These specialised content areas include horror, Bollywood, and other genres that may not receive prime placement on traditional platforms but have dedicated fan bases.
Radical User-Centricity
Throughout the discussion, Appleton emphasised Tubi’s commitment to user experience. “Our engagement is core for us,” he noted. “With any change we make to the product, ad loads, or anything on the platform, we make sure there’s no negative impact on engagement.”
This user-first approach extends to how Tubi thinks about content discovery. Using advanced recommendation algorithms and personalisation tools, the platform aims to surface content that aligns with individual viewer preferences rather than pushing trending titles or platform priorities.
As Appleton put it: “One of our strap-lines in our marketing is ‘watch what you actually want to watch.’ We’re not trying to create culture; we want to reflect it.”
Younger Audiences Gravitating to Free Streaming
An encouraging trend for Tubi is the platform’s ability to attract younger viewers. Appleton revealed that over 40% of Tubi’s UK audience is in the 18-34 age bracket, a demographic that traditional broadcasters often struggle to reach.
This aligns with one of the key themes from the day’s earlier sessions about the emergence of two distinct viewing ecosystems divided by age. Tubi’s on-demand approach, niche content focus, and personalization capabilities appear to be resonating with the digital-native generation.
Original Content Strategy
When asked about Tubi’s approach to original programming, Appleton described a measured strategy that differs from subscription services: “We don’t invest heavily in originals in the same way that subscription streamers do. We don’t make big bets on single pieces of content.”
Instead, Tubi spreads its investment across multiple smaller projects, allowing the platform to test concepts and double down on what works based on audience data. This data-driven approach to content commissioning minimises risk while still providing exclusive offerings to viewers.
Looking Forward
As free ad-supported streaming continues to grow globally, Tubi’s approach offers valuable lessons for the industry. By focusing on user experience, embracing data-driven decision making, and targeting underserved content niches, the platform has carved out a distinctive position in a competitive landscape.
“It’s not complicated,” Appleton concluded. “It’s about execution.” With a clear value proposition of free access to a vast and diverse content library, personalised discovery, and a user-centric approach, Tubi is positioning itself as the “free Netflix” rather than just another FAST service.
As the streaming market continues to evolve, Tubi’s strategy of zagging while others zig may prove to be a winning formula for capturing audience attention without requiring a subscription fee.
Editor in Chief of Ikon London Magazine, journalist, film producer and founder of The DAFTA Film Awards (The DAFTAs).
