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Fox’s Ad-Supported Tubi Streaming Service Evolves Brand With New Logo Media Play News

February 28, 2024

Tubi, Fox Corporation’s ad-supported streaming service, is rolling out a new brand logo as it continues to expand scale among U.S. household TV streamers. In January, Tubi increased its share of total TV viewing to 1.5% — ahead of The Roku Channel, Pluto TV, Max and Paramount+, according to Nielsen.

The new Tubi brand identity features more vibrant colors and iconography across all consumer touchpoints, including new sonic branding that has a bright, playful tone. The updated homepage and UI symbols aim to bring more dimension to the traditional content grid, including a nod to the Tubi rabbit hole, first introduced in the 2023 Super Bowl campaign.

Developed in partnership with design agency Dixon Baxi, the new brand identity will begin rolling out to all supported platforms across all markets starting Feb. 28.

“In this new brand system, we wanted to give viewers a fun, bold and engaging platform,” Nicole Parlapiano, CMO at Tubi, said in a statement.

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Fox claims that 63% of Tubi streamers are cord cutters and cord nevers, and 30% are unreachable on other major free ad-supported VOD service, according to the November 2023 MRI-Simmons’ Cord Evolution Study. Tubi’s growth has continued to gain momentum among younger, diverse and female viewers, with 60% growth in the 18-34 demographic, 55% growth in multicultural demos, including Latino, African American and LGBT audiences, and 63% growth in female audiences, year over year.

Tubi recently announced a new programming slate focused on culturally resonant content, which includes “Shattered Glass: A WNBA Story,” showcasing four WNBA players through their journey into the heart of professional women’s basketball, the BBC’s British coming-of-age dramedy “Boarders,” and the comedy-thriller series “Dead Hot”.

Additional titles available on the service include “Scandal,” “The Edge of Seventeen,” “Batwoman,” “ATL,” and “Frances Ha,” among others.

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Erik Gruenwedel

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