Thought the Australian streaming market was getting a little overcrowded? Well, make room for one more.
Ad-supported video on demand (AVOD) provider Tubi has today announced it is launching in Australia this September, marking its first venture outside of North America.
Tubi’s selling point is that it’s free, something it has hilariously mocked competitors over in the US in a recent advertising campaign.
View this post on Instagram
Coming in Hot! TUBI- Watch Free Movies and TV Shows Online- “Thousand of Movies and TV shows….Seriously. • • • Check out Tubi’s eye catching campaign on our display in the Village! #tubi #movies #shows #tv #advertising #media #ny #westvillage #angelmedia #angelmediaco #summer #happy #smile #fun #beach #newyork #billboards
And while the Netflix trolling certainly makes for a good laugh, Tubi CEO Farhad Massoudi said the Australian market is primed for a new AVOD service.
“Consumers are cutting cords and watching less and less linear TV and traditional TVs and are watching more and more on the net,” Massoudi told B&T.
“I know that’s certainly true for the Australian market and Netflix has been incredibly successful here.
“But the idea of the average household subscribing to Netflix, Amazon, Disney+, HBO and God knows how many other services all at the same time is ludicrous.”
So rather than asking customers to fork out another $10 or so a month, Tubi offsets this fee with ads, making it what Massoudi describes as “the king of AVOD”.
It’s no secret streaming in Australia is an extremely competitive space.
But Massoudi said these paid services operate as an enabler for Tubi, rather than a competitor.
“We complement subscription services with a massive library of content at no additional cost that is personalised,” he said. “And that’s been a very successful strategy for us in the US.”
Tubi recently announced it had over 20 million active monthly users.
Much of Netflix’s success has been built around the success of its premium original content, such as House of Cards and Orange Is the New Black.
Tubi is not in the market to compete with these shows. It’s in the market to give you something to watch when you finish them.
“These are incredible shows,” Massoudi said about Netflix’s premium content. “I watch them, I love them.”
“But the truth is when you look at TV viewership on a daily basis, most view on non-original content.
“So really what we’re going after is amazing TV shows and movies, that may not be an original, but they’re the type of show you want to watch when you get home from work.”
Tubi will launch in Australia with an initial offering of nearly 7,000 movies and television series.
An AVOD option also gives advertisers the opportunity to get in on Australia’s burgeoning streaming market.
Massoudi urged advertisers to move away from traditional TV and think about AVOD.
“TV viewership is declining,” he said. “Through TV campaigns advertisers are reaching fewer and fewer people at a higher average age.”
Tubi reaches a demographic that watches less traditional TV, while also giving advertisers the opporunity to accurately measure and target their campaigns.
He added Tubi had “started the process” of getting Australian brands on board for launch next month.
Independent experience agency The Misfits has recently announced a strategic partnership with cultural change and leadership experts Nancy Hromin and Kate Chaffer. While the company has for a long time operated in the space of creative services, digital and content marketing, film production and events, The Misfits is now broadening this offering to include business […]
TripleLift has today announced an expansion in their Asia Pacific (APAC) operations, with Henry Shelley [featured image] appointed as Managing Director, based in Singapore. Fueling TripleLift‘s expansion in APAC is its success in Australia, where the company works with 70 per cent of the top 50 comScore publishers. “As the home to several of the worlds’ […]
Rob Highett-Smith joins Fiftyfive5 in the newly created role of head of performance measurement. Performance measurement represents one of the three core offer areas at Fiftyfive5 with tracking programs running across 40 countries; representing our fastest growing capability pillar. Rob joins to lead this capability, which encompasses brand and comms tracking, multi market monitoring, CX and customer satisfaction, as well as other longitudinal programmatic work.
Podium has continued its international expansion today announcing its launch in Australia. Podium serves more than 90,000 local businesses in the United States, Canada and Australia, and has seen its customer base in Australia almost quadruple to over 3,000 local businesses since the start of the pandemic. Through its SMS-based platform, Podium helps local businesses receive […]
Commercial DAB+ hip hop and RnB station, THE EDGE has appointed Emily Copeland, to the newly created role of General Manager. Copeland brings an awesome mix of skills and experience to THE EDGE, including cross-platform media content experience, partnerships and events (including music festivals – remember those?). Copeland also has a stack of achievements to […]
Brianne West is the founder and CEO of Ethique, a New Zealand-based sustainable, plastic free and cruelty free skin and hair care range. West sat down with B&T to explore what genuine environmental sustainability looks like, and how brands can better respond to eco-conscious consumers. B&T: Why are we seeing a rise in eco-conscious consumption? BW: […]
Blis has today revealed its new Consumer Confidence Pulse — the most comprehensive tracker of its kind — this interactive dashboard builds on its existing trend data around consumer mood to analyse behaviour during the COVID pandemic. The dashboard also now tracks consumer movement over a rolling 13-month period, across 18 retail and lifestyle sectors […]
Following the success of Series One: Grey Nomads, Australian Seniors has launched the second series of the Life’s Booming podcast – Dare to Date. Hosted by James Valentine (pictured with guests Liz and Barry), Life’s Booming explores the incredible stories and addresses topics important to Australians over 50. Series two titled Dare to Date is a six-part series that covers real-life love, […]
World-leading conversational agency VERSA has bolstered its team with two senior appointments in response to growing uptake in conversational AI technology across various sectors. Vanessa Tout has been appointed global head of client partnerships and growth, while Michael Oso-Hughes comes on board as design director. Tout joins VERSA CEO Kath Blackham and managing director Michael […]
Engagement marketing agency, Banter, has hired Patrick Rutkowski as Creative Technologist, to further bolster the digital and innovation side of the business. Rutkowski joins Banter after having spent the last five and a half years at independent creative agency, The Hallway where he was most recently creative technologist working with the likes of Rheem, Tourism […]
Kargo has today announced several major growth milestones across the APAC region for the first half of 2021, more than doubling H1 revenue year-over-year with 115 per cent growth. Kargo also ran 41 per cent more campaigns in the region than in H1 2020 and the average campaign size increased by 32 per cent over […]