Free Forever

Tubi (www.tubi.tv), Fox Corporation’s (NASDAQ: FOXA, FOX) ad-supported streaming service, announced a new brand campaign, “Free Forever.” In the new campaign, Tubi, which offers the world’s largest collection of Hollywood movies and TV shows, thousands of creator-led stories and hundreds of Tubi Originals, emphasized it provides fans with all of the hits and none of the fees. In the spots, characters are seemingly stuck in their own genres of crime, fantasy, teen romance, thriller, and film noir, forever.

“Tubi offers unparalleled access to the world’s largest collection of movies and TV shows—it feels too good to be true—which is why we’ve seen some fear among consumers that we’re going to start charging,” said Nicole Parlapiano, Chief Marketing Officer at Tubi. “But our promise is clear: Tubi isn’t just free today, it’s free forever. At a time when price hikes and bait-and-switch models have eroded trust across streaming, we want viewers to feel confident that we’re putting them first. We’ve built a service that engages fandoms through the familiar and adventurous—whether it’s the shows you know and love or an out there movie you couldn’t find anywhere else—without the price tag.”

The campaign responds to rising “streamflation” and broader economic pressures, which have made the value of “free” more important than ever. The five spots airing now feature everything from a goblin resigned to a swamp bog for eternity to a girl wrestling with the idea that she has to choose between Brad and Chad for all time. As Tubi continues to grow, the spots reassure audiences that Tubi will remain free forever as a destination for fan-fueled content. The campaign was created in partnership with Tubi’s creative agency of record, Mischief @ No Fixed Address.

Tubi’s latest marketing campaign follows record-breaking momentum for the service, as it crossed 100 million monthly active users and is streaming about 1 billion hours a month with viewing being 95% on-demand. Tubi’s fully addressable audience skews young and diverse with more than half made up of Gen Z and Millennials, and nearly half identifying as multicultural. In June, Tubi expanded its collection of more than 300,000 movies and TV episodes and 400 Originals with the launch of Tubi for Creators — a new program designed to accelerate investment in bringing thousands of creator-led and fan fueled stories to its audience.