Anjali Sud of Tubi: “The Future Of Entertainment Is Built On Fan Passion”

Tubi announced a series of new products, partnerships, and original programming during Tubitopia: An Advertiser’s Paradise at the IAB NewFronts in New York, hosted by celebrity Tiffany Haddish.

Tubi is leading free ad-supported streaming by turning fan affinity into strong performance for advertisers. With more than 100 million monthly active users consuming one billion hours per month, Tubi offers premium original content, creator-led storytelling, and innovative ad products for brands seeking younger, incremental audiences.

“The future of entertainment is built on fan passion. As the second-largest free AVOD platform and a growing home for Gen Z, Tubi is the only streaming service designed from the ground up to turn passion into results for advertisers. With massive scale, original and exclusive programming aligned with culture, and leadership in ad tech investment, precision, and measurement, we are helping advertisers achieve greater reach, relevance, and efficiency at a time when they need it most,” said Anjali Sud, CEO of Tubi.

During the presentation, it was noted that Tubi continues to expand its investments in advertising technology, formats, and partnerships to drive better results for advertisers.

In addition, it continues to invest in original content focused on Gen Z and sports culture, creating new opportunities for brands to align with highly engaged audiences. With 100% addressable inventory, 95% on-demand consumption, and more viewing time than broadcast and cable TV, Tubi uniquely helps brands connect with fans and drive action.

NEW INTERACTIVE AD FORMATS

Among the new advertising formats showcased during the presentation were:

Scene Sense: A new format that enhances the pause moment with an interactive layer displaying relevant information about what the user is watching, including cast, soundtrack, trivia, and more. Expanding Tubi Moments, this contextual targeting solution uses scene-level signals—such as visuals, tone, and sentiment—to enable brands to deliver timely and relevant messages aligned with on-screen content.

Interactive Pause Ads: Tubi expands its pause ad experience with new interactive options, including carousels, trivia, and polls. These formats allow multiple messages or products to be displayed and encourage engagement while content is paused.

Connected Conversions: A new product that links the CTV and mobile experience, allowing users to discover products on their TV and then interact with or purchase them via mobile devices through notifications, emails, or QR codes.

STRATEGIC PARTNERSHIPS

Precision and performance: Tubi expanded its partnership with Amazon DSP to help advertisers extend their reach across the streaming ecosystem. Tubi is one of the highest-reaching publishers on Amazon DSP, with 10% of its audience being unique and incremental within Amazon’s open internet streaming TV inventory. Advertisers can now access an exclusive package, Tubi Priority Access, with early access to this audience. Powered by Amazon Ads’ Authenticated Graph technology—which matches 85% of Tubi’s inventory with Amazon users—it enables brands to reach verified, relevant audiences with highly addressable messaging.

Measurement: Through its partnerships, Tubi enables advertisers to measure real-world outcomes with InMarket and Kochava. InMarket provides direct measurement of sales performance, showing how advertising on Tubi drives sales across restaurants, retail, and consumer goods. Additionally, its expanded partnership with Kochava allows Tubi Studio advertisers to measure ticket sales and conversions via Fandango, linking ad exposure to real box office results.

EXCLUSIVE SPORTS CULTURE PROGRAMMING

Altcast with Apple TV × Formula 1: For the first time, Tubi will partner with Apple TV to offer alternative live F1 broadcasts during the 2026 season, available for free in the U.S. These will feature expert creators delivering analysis and entertaining commentary aimed at younger, digital audiences.

Deestroying: Original content from the popular creator blending sports, competition, and storytelling, capturing the energy of digital fandom.

Jesser’s Ultimate Kickoff: An original show where Jesser and friends take on fun and extreme soccer challenges.

NEW TUBI ORIGINALS FOR GEN Z

Game On: Casey, a talented gamer, aims to win her school’s first esports tournament. But when she discovers her online rival is Theo—the new boy she likes—she hides her identity and uses their relationship to study his gameplay.

Remember Me: In this supernatural teen mystery, Shari Cooper is dead… and one of her friends is the killer. Now she must solve her own murder from beyond before a shadow catches up with her.

Tubi continues to demonstrate the power of fan-driven storytelling, with the largest collection of movies and series, thousands of creator stories, and hundreds of Tubi Originals.

The Sidelined franchise has surpassed 20 million viewers, alongside other notable premieres and emerging hits such as Terri Joe: Missionary in Miami.

Tubi also announced the launch of the FIFA World Cup FOX Hub, its partnership with TikTok for the Creatorverse Incubator, advances in measurement with Nielsen, and its cultural report The Stream 2026.