Tubi is More Popular Than Pickleball, Babies, and Being French

A new campaign compares the size of Tubi’s audience to popular things in the world to put its 75M viewers into perspective

SAN FRANCISCO, May 30th, 2024 – Tubi (www.tubitv.com), Fox Corporation’s (NASDAQ: FOXA, FOX) ad-supported streaming service, today announced an all-new brand campaign, Tubi is More Popular Than, which includes four short commercials and creative across digital, social and out-of-home in New York City. The campaign shows that Tubi is more popular than many common things like babies, being French, Pickleball, taking a taxi, the best city on Earth, dating apps, dogs small enough to fit into bags and more. 

“Tubi is one of the fastest growing streamers in the US, surpassing many of the more established companies in entertainment, yet advertisers still see us as a challenger brand,” said Nicole Parlapiano, CMO at Tubi. “Numbers don’t mean much without context, so we made the size of our audience feel tangible by comparing our viewership to dozens of common things. From our OOH buys in NYC ahead of Upfronts to our paid social and online banners, this campaign gets the point across – in our irreverent Tubi voice.”

Earlier this year, Tubi unveiled an all new look and feel for the brand, to match the mischievous, exciting and inviting brand voice. Tubi has grown from 75M MAU to 80M MAU as of the 3rd quarter for the 2024 fiscal year and encompasses 1.7% of all television viewing according to Nielsen’s The Gauge. Recently, Tubi announced a new programming slate including THE QB BAD BOY AND ME, THE Z-SUITE and The Purple Carpet on the heels of titles released this year like BOARDERS, BIG MOOD and DEAD HOT. This April, Tubi announced Stubios and the brand will be in a Cabana on the Croisette this summer at the Cannes Lions Festival June 17 – June 21st. 

“The idea for more popular than popular things came from the brief our strategists wrote,” explained Carl Peterson, creative director at Mischief who worked on the idea with partner Eleanor Rask. “They had a line in there about how if Tubi viewers were a country, it would be bigger than France. We thought that was pretty compelling so we just ran with it. Like, babies are common, but when you learn that Tubi is actually way more popular than babies – that felt sticky to us.”

The campaign lives across out of home, connected tv, radio, podcasts, social and banner ads across digital. The four spots include “Divorce,” “Babies,” “Fountains” and “Old Faithful” and are accompanied by static ads that state that Tubi is more popular than a host of many common things. The campaign was co-created by Tubi’s creative agency of record Mischief @ No Fixed Address, while VaynerMedia managed Tubi’s media buys for the campaign.

About Tubi

Tubi is the most watched free TV and movie streaming service in the U.S., dedicated to providing all people access to all the world’s stories. The company engages diverse audiences through a personalized experience and the world’s largest content library of over 250,000 movies and TV episodes, a growing collection of exclusive originals and over 250 live channels. Tubi is part of the Tubi Media Group, a division of Fox Corporation that oversees the company’s digital businesses.

All titles below begin streaming for free on April 1 unless otherwise noted:

Originals

Action

CONTINENTAL SPLIT (6/22):

As the New Madrid Fault threatens to tear the U.S. in half, a desperate team of seismologists and government agents race to prevent disaster while the clock ticks down.

Documentary

VIEWER DISCRETION ADVISED: THE STORY OF ONLYFANS AND COURTNEY CLENNEY (6/5):

Unprecedented wealth, creator control, stalker threats, and a strange Miami murder: this is the story of how OnlyFans changed the internet forever.

KILLING HIP HOP (6/21):

Hip Hop, America’s beloved genre, has given rise to modern day prophets. But, too often, their stardom has deadly consequences. Killing Hip Hop is a deep dive into these lives and premature deaths.

TMZ PRESENTS – FAMOUS & NAKED (6/23):

Celebrities are showing it all online and raking in fortunes. Join TMZ in examining Hollywood’s fascination with getting naked on the internet.

VICE NEWS PRESENTS: SEARCHING FOR MASCULINITY (6/26):

Vice News delves into modern masculinity, unraveling the intricate identity crisis facing men today.