TUBI TURNS PASSION INTO PERFORMANCE AT IAB NEWFRONT
Rhea-AI Summary
Tubi (FOX) announced new ad products, partnerships and Gen Z/sports originals at IAB NewFronts on March 24, 2026. Key highlights include Scene Sense, Interactive Pause Ads, Connected Conversions, expanded Amazon DSP access, measurement integrations with InMarket and Kochava, and exclusive creator-led sports content.
Tubi cited 100 million monthly active users, a billion monthly hours streamed, 100% addressable inventory and 10% unique audience vs Amazon DSP supply.
Positive
- Scale: 100 million monthly active users and one billion monthly hours streamed
- Ad-product innovation: Scene Sense, Interactive Pause Ads and Connected Conversions increase engagement paths
- Distribution & measurement: Expanded Amazon DSP access and partnerships with InMarket and Kochava for real-world outcomes
Negative
- No monetization metrics: Announcement omits pricing, revenue forecasts or expected ad revenue impact for new products
News Market Reaction – FOX
On the day this news was published, FOX gained 1.72%, reflecting a mild positive market reaction.
Data tracked by StockTitan Argus on the day of publication.
Key Figures
Market Reality Check
Peers on Argus
FOXA (-2.07%), NWS (-3.06%) and NWSA (-0.78%) were down alongside FOX (-1.05%), while TKO (+0.90%) and WMG (+0.37%) gained. With no peers in the momentum scanner, the move appears more company- and news-specific than a broad sector rotation.
Historical Context
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
| Mar 02 | Conference appearance | Neutral | +0.5% | President and COO featured at Deutsche Bank’s annual media and telecom conference. |
| Feb 23 | Conference appearance | Neutral | -2.7% | CEO scheduled to speak at Morgan Stanley technology, media and telecom event. |
| Feb 19 | Employee program | Positive | -1.5% | Company pledges to match US government’s $1,000 Trump Accounts contribution for employees’ children. |
| Feb 04 | Earnings release | Positive | -3.8% | Reported Q2 FY26 revenue of $5.18B with $692M adjusted EBITDA and buybacks. |
| Jan 29 | Sports rights slate | Positive | +0.6% | FOX Sports unveiled extensive FIFA World Cup 2026™ coverage and match schedule. |
Recent positive or neutral announcements, including earnings and corporate initiatives, have often been met with flat to negative one-day reactions, with only marquee sports programming news showing a modest positive response.
Over the past few months, FOX has mixed corporate and content-focused catalysts. Investor conference appearances on Feb 23, 2026 and Mar 2, 2026 had modest, mixed price impacts. A February benefits initiative tied to the new “Trump Accounts” program and the Q2 FY 2026 earnings print with $5.18B revenue and $692M adjusted EBITDA both saw shares trade down the next day. In contrast, the Jan 29, 2026 FIFA World Cup 2026™ broadcast schedule announcement coincided with a small gain, suggesting sports-rights news has resonated better than financial or corporate updates. Today’s Tubi-focused product, ad-tech and content news extends that digital and sports-adjacent narrative.
Market Pulse Summary
This announcement underscores Tubi’s role within FOX as a scaled, ad-supported streaming asset with over 100 million monthly users, new interactive ad formats, and expanded measurement partnerships. Historically, FOX’s shares have reacted modestly or even negatively to corporate news and earnings, while major sports and marquee content updates have seen better traction. Investors may watch how these Tubi initiatives translate into advertising performance, viewer engagement, and future commentary in earnings or conference appearances.
Key Terms
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AI-generated analysis. Not financial advice.
Announces New Interactive Ad Formats Including Scene Sense, Interactive Pause Ads and Connected Conversions
Unveils Strategic Partnerships with Amazon for Scaled Precision and Performance, and InMarket and Kochava for Outcome Measurement
Announces Exclusive Sports Culture Content with Creators Deestroying and Jesser; Plus Tubi Originals GAME ON and REMEMBER ME
Highlights Recent Announcements with Apple TV, TikTok and Nielsen and the Upcoming FIFA World CupTM FOX Hub on Tubi
"The future of entertainment is built on fan passion. As the second largest Free AVOD platform and the growing home for Gen Z, Tubi is the only streamer built from the ground up to turn passion into performance for advertisers," said Anjali Sud, CEO of Tubi. "With massive scale, original and exclusive programming on the pulse of culture, and industry-leading investments in ad tech, precision and measurement, we are helping advertisers achieve greater reach, relevance and efficiency at a time when they need it most."
Tubi continues to expand ad tech investments, formats and partnerships to drive stronger advertiser outcomes. In addition, Tubi continues to invest in Gen Z–focused and sports culture original programming, creating new opportunities for brands to align with highly engaged audiences. With
NEW INTERACTIVE AD FORMATS:
- Scene Sense: A new ad format that enhances the pause moment with an interactive overlay that surfaces relevant details about what a viewer is watching including casting, soundtrack, trivia, and more. Expanding on Tubi moments, our contextual targeting solution, Scene Sense uses scene-level signals, such as visual cues, tone, and sentiment, enabling brands to deliver timely and relevant display messaging that aligns with what's on screen when viewers pause content.
- Interactive Pause Ads: Tubi is expanding its Pause Ad experience with new engagement options, including carousels, trivia and polls. These formats allow brands to showcase multiple messages or products and encourage interaction while content is paused.
- Connected Conversions: A new product that connects CTV-to-mobile journeys to enable viewers to discover products and brands on their TV, then further engage with them or make purchases on mobile devices through push notifications, emails, or QR codes.
STRATEGIC PARTNERSHIPS:
- Precision & Performance: Tubi is expanding its partnership with Amazon DSP to help advertisers extend reach across streaming TV supply. Tubi is one of the largest reach publishers on Amazon DSP as
10% of Tubi's audience is unique and incremental across Amazon's open internet streaming TV supply. Advertisers can now access an exclusive package, Tubi Priority Access, offering first-look access to this audience through Amazon DSP. Powered by Authenticated Graph technology exclusive to Amazon Ads, which recognizes85% of Tubi supply against an Amazon user, advertisers can confidently reach verified and relevant audiences with highly addressable messaging to unlock incremental reach you won't find anywhere else. - Outcome Measurement: Through its partnerships, Tubi supports advertisers who want to measure real-world outcomes with InMarket and Kochava. InMarket allows brands to directly measure sales performance, demonstrating how advertising on Tubi drives sales for Restaurant, Retail and CPG advertisers. Expanding Tubi's partnership with Kochava, Tubi's Studio advertisers can now measure the actual ticket sales and conversion activity for their campaigns through Fandango, connecting Tubi ad exposure to tangible box office performance outcomes, beyond basic delivery metrics.
EXCLUSIVE SPORTS CULTURE PROGRAMMING
- Altcast with Apple TV × Formula 1®: For the first time ever, Tubi is working with Apple TV to offer exclusive live F1 altcasts for multiple races during the 2026 Formula 1 season — available for free and across every device in the
U.S. The altcasts will feature top creators who are experts on the sport to provide sharp race insight paired with entertaining commentary. This programming is designed to expand F1's appeal and broaden access for new, younger, and more digitally native audiences. The supported races with live F1 altcasts will be announced at a later date. - Deestroying: Original content from popular creator Deestroying that blends sports, competition, and creator-driven storytelling, capturing the energy of digital-first fandom and the crossover between athletes, creators, and culture.
- JESSER'S ULTIMATE KICKOFF: Original programming from top creator Jesser and friends as they take on fun and crazy soccer challenges ranging from scoring goals, jumping in mystery pools, winning prizes, and competing against increasingly more difficult defenders!
NEW TUBI ORIGINALS FOR GEN Z COMING SOON
- GAME ON: Talented gamer, Casey, is ready to win her high school's first esports tournament. But when she discovers her online arch-nemesis is Theo, the charming new kid she's starting to crush on, Casey decides to stay undercover and use their budding romance to study his moves in video game Eon Rush and take him down from the inside. With her supportive dad reminding her who she is beyond the headset, Casey's carefully calculated plan begins to unravel as fake feelings turn real. GAME ON begins production this month with Sky Katz (Surviving Summer) and Case Walker (The Other Two) in the leading roles alongside renowned voice actor Nolan North (Uncharted, Assassin's Creed series).
- REMEMBER ME: In this YA supernatural murder-mystery, Shari Cooper is dead. Like, fell from the top of a high-rise to the street below, dead. And one of her friends — is her killer. Now she has to solve her own murder from beyond the grave, before the relentless, soul-sucking Shadow that's stalking her gets to her first. REMEMBER ME recently wrapped production and stars Brec Bassinger (Final Destination Bloodlines) and Charlie Gillespie (Sidelined 2: Intercepted) in the leading roles.
Tubi continues to demonstrate the power of fan-driven storytelling, featuring the world's largest collection of movies and TV shows, thousands of creator-led stories, and hundreds of Tubi Originals. The SIDELINED franchise has reached over 20 million viewers, alongside strong premieres for HOW TO LOSE A POPULARITY CONTEST, KISSING IS THE EASY PART, sports culture titles DESTINATION WORLD CUP 2026, GOOD TROUBLE WITH NICK KYRGIOS, THE MOMENT and GONZAGA. Sleeper hit by TikTik creator Kelon Campbell TERRI JOE: MISSIONARY IN
Together, today's announcements build upon Tubi's continued momentum as a platform where premium content, culture, and innovation converge. Earlier this year the platform announced it will launch a FIFA World CupTM FOX Hub and simulcast two matches. Additionally, Tubi partnered with TikTok on a Creatorverse Incubator, deepened measurement through Nielsen's Audience Measurement and Streaming Platform Ratings, and released The Stream 2026: When Intention Becomes Attention, its annual cultural insights report examining how streaming entertainment is influencing consumer behavior.
About Tubi
Boldly built for fandom, Tubi is a free on demand streaming service that entertains over 100 million monthly active users. Tubi offers the world's largest collection of
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SOURCE Tubi
FAQ
What new ad formats did Tubi (FOX) announce at IAB NewFronts on March 24, 2026?
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