According to Tubi CEO, Anjali Sud, it’s no coincidence that the Free Ad-Supported TV (FAST) channel industry is thriving so much.
At the Banff World Media Festival, Sud expressed during a keynote speech on Monday that audiences desire captivating narratives, yet they’re reluctant to pay due to their enjoyment of platforms like TikTok. In September 2023, Sud assumed leadership at Fox’s free, ad-supported streaming service, replacing Tubi founder Farhad Massoudi.
Under Tubi’s rule, there has been a significant increase in its user base. In January 2025, Tubi announced that it had exceeded 97 million monthly active users, marking a leap from over 78 million in mid-2024. This streaming platform, first launched in 2014, additionally reported streaming more than 10 billion hours of content throughout the year 2024.
Since taking the throne, Tubi has experienced a surge in popularity. In January 2025, it revealed that it had surpassed 97 million monthly active users – a significant increase from the 78 million reported in mid-2024. This streaming platform, which debuted in 2014, also boasted about streaming over 10 billion hours of content during the entire year 2024.
Regarding original content, Sud made it clear that she and the Tubi programming team aren’t overly concerned with being trendsetters. Instead, they leave that role to the audience. “We’re quite adaptable in terms of what will be successful,” Sud explained at the Banff festival. “We don’t have a preconceived philosophical stance. We listen to what audiences prefer and provide more of that content.
The leader of Tubi expresses optimism towards artificial intelligence as well, primarily focusing on enabling consumers to effortlessly find content to watch and engage with. As we look ahead, AI is believed to have the potential to lower the expense associated with storytelling in the long run. In Sud’s words, “The greatest possibility lies in expediting creativity by making it simpler, quicker, and less costly to create (content), if harnessed effectively.
In addition, she highlighted YouTube as a significant competitor to Netflix in the streaming industry. She explained that YouTube’s production costs are virtually nonexistent, and they possess a mechanism, or “flywheel,” that allows them to accelerate rapidly due to their scale. This is according to Sud’s statement.
Sud mentioned that Tubi, known for its forward-thinking approach, aimed to attract independent filmmakers with self-financed projects. These creators might turn to Tubi as a means to broadcast their content on television, considering it as a potentially risky but viable option for them.
She mentioned that by collaborating with digital-native creators, we can elevate the standard of quality and make it possible for a larger number of individuals to contribute. Tubi has recently introduced “Stubios,” a program geared towards creatives, also known as “Stubiorunners,” who are seeking greater creative freedom. They will be able to utilize this platform as a stepping stone towards Hollywood and ad-supported television.
Sud clarified that the fresh program isn’t aimed at incorporating user-produced content like YouTube does. Instead, Tubi is focusing on identifying content creators with substantial online followings and assisting them in transitioning from digital platforms to television.
Sud suggested a question about an unexplored territory: “How can we aid content creators who specialize in long-form content?
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2025-06-10 00:24