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It wasn’t the first attempt at ad-supported streaming - Sony launched the much less ambitious Crackle in the mid-aughts - but it was arguably the most fully realized, built to take advantage of the then-emerging smart-TV marketplace.
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Focusing exclusively on free content set Tubi apart from the pack: Everything Tubi offered at launch (it was even more niche then) could be streamed without a credit card or even creating a user account. He envisioned Tubi as not just a Netflix competitor but an alternative to the idea of paid streaming.
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Company founder and CEO Farhad Massoudi debuted Tubi in 2014 at a time when subscription services from Netflix and Amazon were hailed as the future of television, Massoudi swerved, betting there was room for a streaming model in which programming costs were supported by advertising - just as broadcast TV had been since the middle of the last century. Tubi’s dedication to the notion that no audience niche is too small to fill, combined with an almost cultlike fan base that generates memes both praising and (lovingly) roasting the brand, has helped it break out. In total, Tubi says, it has more than 50,000 titles - nearly eight times the estimated number in Netflix’s U.S. Tubi and its chief challengers in the space - Pluto TV, the Roku Channel, and Amazon’s Freevee - are connecting with subscription-wary consumers who want the volume and variety offered by cable without the monthly bill or the commitment. Its newfound mainstream brand awareness mirrors the broader rise of free ad-supported streaming TV (or FAST), which has been steadily building the past ten years and started to skyrocket around 2020, when pandemic lockdowns sent audiences looking for more entertainment to watch. A recent Onion headline perfectly captured what it’s like to spend an hour scrolling through the site’s digital aisles: “Tubi CEO Combs Through Goodwill Used DVDs Looking for Movies to Upload.” Into underappreciated Black sitcoms of the ’70s that weren’t produced by Norman Lear? There’s That’s My Mama, featuring eventual TV icons Clifton Davis ( Amen) and Ted Lange ( The Love Boat). Just popped an edible and developed a hankering for a horror-comedy with ninja warriors and a priest who turns into a dinosaur when he’s angry? Tubi’s got something for you (it’s called The VelociPastor). Instead of sinking billions into blockbuster projects boasting instantly recognizable faces, Tubi has spent the past decade quietly assembling a massive collection of movies and TV shows, sourced from virtually every major (and minor) studio out there and covering almost every conceivable genre.
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The ad, along with an earlier one featuring a human-size hare, was a wink at the streamer’s value proposition: its deep rabbit holes of eclectic films and series that, loyal users joke, have a tendency to swallow up your whole day(s).
Smith did viewers realize they were watching a clever promotional spot for Tubi, Netflix’s geekier, freakier, and totally free rival.
Only when the invisible hand clicked PLAY on the 2005 Brangelina classic Mr. Instead of hearing Fox announcers Kevin Burkhardt and Greg Olsen, bewildered viewers watched as a phantom force appeared to hack their screens and begin scrolling through the tiles of a standard-issue streaming app. In February, as roughly 110 million football fans sweated out the final quarter of Super Bowl LVII, TV sets across America simultaneously switched away from the big game.
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