Tubi's Cynthia Clevenger on How Authentic Content Drives Stronger Viewer Engagement
“Tubi, the most watched free ad-supported streaming service, has been around for a decade, and we began producing original content in 2021. We're really excited about our growth and the premium quality content we continue to bring to the service,” explains Cynthia Clevenger, SVP of B2B Marketing at Tubi. “In the last two months alone, we’ve launched three new series. "Boarders," which debuted in March, is about inner-city school kids at an elite boarding school, addressing real-life issues like classism, racism, and coming of age friendships. "Dead Hot," a series with an intersectional cast that appeals to fans of thrillers, was also released last month. And now, we’ve launched "Big Mood," starring Nicola Coughlan, an actor many people know from "Derry Girls" and "Bridgerton."”
ALAN WOLK (AW): With a star like Nicola Coughlan on board, what advantages do advertisers have when they're featured on a show like "Big Mood"?
CYNTHIA CLEVENGER (CC): Nicola is an incredible actor, and having her in “Big Mood” is thrilling for us. We've found, in our new The Stream study that we did with the Harris Poll, that streamers, especially younger ones, seek characters that mirror their experiences. Nicola not only brings star power, but her roles, which often explore themes like female friendship and an honest look at mental health, align well with our audience’s interests. This authenticity helps advertisers connect with a hyper-engaged audience that’s tuned into current trends.
AW: It sounds like she has a significant following. Does this translate into more buzz for the show?
CC: Absolutely! We had a premiere last month in New York where Nicola and her co-star Lydia, alongside the show’s writers, were warmly received. People really connect with Nicola, not just as an actress but across her social media platforms, which helps amplify the buzz and excitement around her shows.
AW: Given this focus, what are the benefits for advertisers targeting a younger female audience on Tubi compared to platforms like TikTok or Instagram?
CC: Well, you know the "doom scroll" on social media? That’s real, and it leads to saturation fatigue. Tubi offers a less saturated environment where advertisers can engage through longer-form content. Our research with the Harris Poll indicates that audiences prefer traditional ad breaks, which is something we can offer advertisers.
AW: You mentioned brand safety earlier. How does advertising on Tubi help brands navigate those concerns?
CC: As marketers, part of our job is to be the steward of the brand. Brand safety isn’t just a concern; it’s our reality. We have to respect our consumers' perspectives, which they express more freely and widely than ever. Advertising on Tubi allows brands to maintain trust and avoid the pitfalls found in less regulated environments like social media.
AW: There’s a perception that young people are moving away from traditional TV. How do you respond to that?
CC: It's not that young people aren’t watching TV; they just consume it differently. At Tubi, we’ve seen a 58% year-over-year growth in our young, diverse audience. Streaming creates connections, and over half of Gen Z streamers prefer to watch communally, even outside their homes. Our platform meets these changing habits head-on, providing a range of content that’s both diverse and personalized. That benefits advertisers because TV commercials have an emotional resonance you can’t get in a quick scroll.
AW: How does “Big Mood” align with the quality TV model and fit into Tubi’s overall strategy?
CC: “Big Mood” fits perfectly with our strategy of offering long-form, premium content from major studios. It’s a vibrant portrayal of serious issues like mental health through the lens of female friendships. It’s about providing quality, multifaceted content that reflects real issues, which is a big part of what we aim to do at Tubi and our audience appreciates that.
AW: If I'm an advertiser, what are the advantages of aligning with culturally relevant programming like “Big Mood”?
CC: Aligning with culturally relevant programming allows brands to integrate deeply into what’s important in people’s lives. This kind of programming resonates emotionally with audiences, making brands part of the ongoing conversations and experiences depicted on screen.
AW: We always hear how hard certain audiences are to reach, especially on television. How is Tubi working to change that perception?
CC: Reaching these elusive audiences is where our strength lies, especially with emotionally resonant content. Tubi’s appeal is evident in our viewership numbers—according to Nielsen's The Gauge, we make up 1.6% of all television and streaming viewership. This stat is crucial because it not only showcases our reach but highlights our growth in capturing diverse, young audiences who are increasingly difficult to engage through traditional media channels. Our platform, by focusing on long-form content within a free, ad-supported model, provides a unique environment where advertisers can convey deeper, more impactful messages that resonate with these audiences.
AW: How can advertisers capitalize on the trend towards free ad-supported streaming?
CC: Advertisers really need to be tuned into viewer preferences. From our The Stream study with the Harris Poll, we’ve seen that a vast majority of viewers now prefer free, ad-supported streaming. Factors like cord-cutting and the rising costs of subscriptions are driving this preference. Specifically, our study found that 62% of viewers would rather watch ads if the streaming service is free. It’s crucial for advertisers to understand that free streaming is a key place where significant audience engagement is happening. Brands that align with this can tap into these audiences more effectively.
AW: Any other insights from The Stream study you’d like to share?
CC: The study provided several insights that are pivotal for understanding the current streaming landscape. For instance, two-thirds of consumers are using at least one free streaming service. This shows a clear shift towards free streaming platforms. Personalization is also key—67% of viewers said they prefer ads that are related to the content they are watching, and 52% said a good user experience keeps them on the platform longer. The study also highlighted the importance of representation, with a significant portion of the audience valuing diversity in the content they consume. This ties back to the idea that when all communities feel represented, it enhances the viewing experience, making the platform more attractive to a broader audience.
Watch Big Mood, now on Tubi!
