David Salmon of Tubi: “We Doubled Our Users In Mexico And Are Getting Ready For The 2026 World Cup”

Tubi is strengthening its AVOD model in Mexico with a strategy centered on a free offering that combines a massive catalog, live sports, and distribution available anytime, anywhere. In an interview, David Salmon, Executive VP & Managing Director International at Tubi, detailed how the platform is accelerating its growth in the country, enhancing its differentiation from other streaming services, and building a competitive ecosystem leading up to the 2026 World Cup.

TUBI BETS ON DIFFERENTIATION

Salmon acknowledged that Mexico is one of the most competitive streaming markets in the world: “Mexico is highly competitive; it has a large number of global and domestic platforms,” he said.

But for Tubi, that complexity is a clear opportunity thanks to its value proposition: “We offer the largest free premium library of movies and TV in the entire Mexican market. Here alone we have 50,000 movies available completely free.”

The executive emphasized that the size of the catalog isn’t superficial but segmented by clear affinities: “If you love horror, thrillers, or drama, we will have an amazing selection for you.”

THE KEY FACTOR: FREE LIVE SPORTS

He revealed the area in which Tubi considers itself truly unique: “Tubi is the only major free platform that offers premium live sports. You can watch Liga MX, the Premier League, and Concacaf totally free.”

For the Mexican market—historically driven by football—this is a powerful differentiator.

ACCELERATED GROWTH IN MEXICO

Salmon confirmed that Mexico is one of the most dynamic territories for its global AVOD strategy: “Mexico is a very, very exciting market for Tubi. In the last 12 months, we grew total viewing time and monthly active users by more than 100%.”

That performance has a direct impact on investment: “This growth gives us the conviction to continue increasing investment in this market, both to improve the user experience and to offer innovative advertising to brands and agencies.”

CORE STRATEGY

Tubi follows a clear model: be everywhere. “Our model is to be completely ubiquitous. We want Tubi to be available on every platform where a consumer wants to watch content.”

This includes: all connected TV platforms, gaming consoles, set-top boxes, iOS and Android devices, and web browsers.

He also explained the brand’s objective: “We want to make sure you enjoy the Tubi experience from the couch, on the biggest screen in your home.”

ADVERTISING: COMPLEMENT, NOT SUBSTITUTE

In terms of advertising, Tubi does not aim to replace traditional TV, but rather to expand reach: “We’re not suggesting it’s ‘Tubi or broadcast.’ Tubi is the perfect complement for buyers looking to expand reach.”

He explained how CTV combines the best of both worlds: “You get the best of broadcast—full screen and audio—but with targeting and measurement. You can do much more than with traditional television.”

CONTENT FOR EVERY PROFILE

Regarding editorial strategy, the executive emphasized that Tubi functions as a universal catalog: “We have unique stories for every type of consumer.”

Their catalog includes box sets of local novelas, telenovelas from Colombia and Brazil (Globo, Caracol), reality shows like MasterChef, and collections of classic Mexican cinema from the Golden Age.

“Our job is to offer something for every preference of the Mexican consumer,” he added.

WHAT’S NEXT: MORE SPORTS, MORE FREE CONTENT, AND THE ROAD TO THE WORLD CUP

Tubi sees soccer as a strategic springboard toward 2026: “We are expanding premium live sports beyond soccer, but soccer remains incredibly important for Mexico.”

New agreements include: MLB World Series on Fox on Tubi, the English Women’s Super League, women’s leagues from France and Italy, and Liga MX Femenil.

He also previewed how Tubi is preparing for the World Cup: “Mexico is excited to be a World Cup host. We’re going to build programming, documentaries, and storytelling that reflect that anticipation.”

With this, the executive made it clear that Mexico has become a test market for the company’s future.

Its massive free catalog, free live sports, viewing-time growth, and ubiquitous distribution all confirm this.