News Corp Australia has closed an exclusive partnership with Tubi, Fox Corporation’s advertising-supported streaming service.
The collaboration, announced at D_Coded, the company’s annual digital marketing event for advertising, marketing and media executives, is the next step in News’ video strategy as the company expands its footprint in connected TV.
“We already reach four in five online Australians across mobile, desktop and tablet," said News Corp Australasia executive chairman Michael Miller.
"With the addition of Tubi to our broadcast suite, we can now reach all screens, connecting to even more Australians and creating new commercial opportunities for our partners.”
Tubi, with 97 million monthly active users, streamed more than 10 billion hours during the 2024 calendar year globally. Tubi has more than 275,000 movies and TV episodes.
The Super Bowl was on Tubi this year, generating about 24 million viewers or about about 15.5 million concurrent viewers watching the stream.
"I really believe that we're going to give the free to air guys a run for their money," News Corp Australia client Partnerships managing director Lou Barrett told AdNews.
"Tubi is the made-for-ads streaming service.. This is the largest streamer in the world. And 57% of the viewers are Gen Zs or millennials.
"This landmark partnership allows us to unlock new commercial opportunities for brands looking to connect with a highly engaged audience in a brand-safe environment, delivered with the same commitment to data, engagement and outcomes that our clients have come to expect."
Pippa Leary, managing director and publisher free news and lifestyle, said joining forces with Tubi means News Corp Australia has for the first time access to the big screen in the loungeroom.
"Using our unique first party data tool, Intent Connect, we can now sell targeted ads that are full screen, unskippable, with sound on," Leary said.
"This complements our existing video ad suite that covers both desktop and mobile devices but tends to be weighted heavily during the work week. Now with Tubi we can reach all Australians on all screens in all formats.”
Tubi Executive Vice President and Managing Director, International, David Salmon, said there's a seismic shift in where and how content is being consumed.
"Tubi is at the forefront of this transformation, providing audiences with a premium entertainment experience that is 100% free.
"Our platform is purpose-built to help audiences find the content they love: we use sophisticated machine learning to deliver personalised experiences that make content discovery both surprising and delightful.
"The partnership with News Corp Australia allows us to continue growing in this important market, and provides a trusted team for advertisers in Australia.”
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