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News.com.au
02-06-2025
- Business
- News.com.au
Tubi CEO Anjali Sud ‘excited' about company's plans to grow in Australia
The CEO of fast-growing streaming service has hinted at the company's plans to continue expanding in Australia. Tubi was launched in the US in 2014 and, while it may not have the same name recognition among Aussies as competitors like Netflix and Binge, there is one major thing that sets it apart. While customers of other streaming platforms have been hit with price hikes, Tubi's ad-supported services are completely free, with users able to access thousands of shows and movies without having to pay a cent. The Fox Corporation-owned service has been available in Australia since 2019, with a library of about 7000 movies and TV shows, making it the largest free catalogue of its kind in Australia, even rivalling the amount of titles available to local Netflix users. Speaking with Tubi CEO, Anjali Sud, said she is 'thrilled' about the work that is already being done in Australia, with plans to keep that momentum going. 'We feel right now that we have a lot of commitment to invest and to grow in Australia,' she said. However, Ms Sud understands the company needs to 'earn' the attention and time of Australian viewers by adopting a 'local mentality'. 'We're very aware that to do this well all comes down to listening to Australian audiences and Australian viewers,' she said, adding that she was 'excited' for Tubi to continue to grow. Asked if we could expect to see any Tubi jobs popping up Down Under anytime soon, the CEO said, 'I certainly hope so'. 'I very much hope that we'll continue to scale and be able to bring in folks into the team,' she said. The company, which has over $1 billion in revenue, currently has under 700 employees, which is a leaner operation than many media companies operating at this scale. However, Ms Sud believes this is a positive thing, noting they have tried to resist the bureaucracy that tends to occur and 'slow things down' as operations increase in scale. Within the workplace itself, the CEO said there is a focus on cultivating an 'authentic' culture, which embraces all the different personalities within the team. Team members are also encouraged to take 'big swings', regardless of whether it ultimately works out. 'We do a lot to actually not just celebrate success, but celebrate failure. Celebrate that, when you fail, you learn something and it's better to try than to not,' Ms Sud said. 'We've tried to destigmatise failure and really celebrate fearlessness.' And it seems this mindset is working, with the company growing exponentially since Ms Sud joined the team as CEO towards the end of 2023. In her first full year leading the company, Tubi's audience grew to more than 80 million users, expanded further globally by launching in the UK and solidified the streaming service as a major entertainment destination. Ms Sud is no stranger to leading innovative, fast growing companies, previously serving as the CEO of global video platform Vimeo, a title she earned at just 33 years old. She described the process as 'terrifying' but also 'transformational', with the role teaching her to trust her instincts, a lesson she has been able to put into practice since going over to Tubi. 'What I've learned is it's easy to kind of have conviction or passion or bet on something, but it's so much more powerful when that's coming from a really deep understanding of your users,' Ms Sud said, adding that Tubi's ability to listen to its users was one of the reasons she wanted to join the company. The CEO also isn't afraid of making changes in order to ensure Tubi continues to grow. One of the things she is most excited for when it comes to the future of the company is to help platform creators and connect them with wider audiences. 'I just think there are so many incredible, important stories out there that can't find their audience, and there are so many creators and storytellers, and even more emerging now in digital and social channels that want to be able to produce high quality, long form content,' she said. 'No one, even YouTube I think, has not yet cracked how to bring the creator economy to Hollywood. Ms Sud knows this is a big goal and not something that will 'happen overnight', but, given Tubi's track record, it is something she believes can be done. 'We are really thinking about the future of entertainment, and we're really trying to embrace more diverse storytelling and more diverse storytellers,' she said. 'There is a lot to be excited about with that work.'
Digital Trends
15-05-2025
- Business
- Digital Trends
Netflix ads are about to get an AI super-charge, and that's not chill
Netflix is introducing a new advertising system which employs generative AI, and they could get invasive. The plan is to improve ad relevance by using AI to offer experiences that are more useful to the viewer. Recommended Videos The reality, it sounds like, could be interactive midroll and pause overlays interrupting your viewing experience. This isn't coming to those who can afford to pay for the ad-free version, but it sounds like will be automatically introduced for those that have ad-supported Netflix. How do the Netflix AI ads work? After Netflix launched its own in-house advertising platform last month, it has been working towards more'creative' ad tech. The idea is that these new generative AI created ads are going to merge with the Netflix shows to create interactive experiences for viewers. Currently it's been relatively easy to ignore or move on from ads on Netflix. This update sounds like it will be a lot more invasive and far more difficult to ignore. It may even be more difficult to spot as this blending becomes more subtle. Why is Netflix doing this? It says that this will mean having 'the most engaged and attentive audience anywhere'. That sounds like something that will appeal to advertisers more than viewers. Although Netflix says it could mean viewers are more happy to take part in the interactive advertisment experiences. When is Netflix adding AI ads? The new AI ads are expected to roll-out to all ad-supported countries in 2026. This will appear on the least expensive of the Netflix plans, so you may have time to save between now and then to upgrade and get clear of these new AI ads. It looks like the days of streaming without interruption, or paying steep fees, are coming to an end as prices go up in a bid to produce the best content while staying profitable.
Android Authority
15-05-2025
- Entertainment
- Android Authority
Netflix plans interactive AI-powered ads to steal away your attention
Edgar Cervantes / Android Authority TL;DR Netflix is introducing a new ad format that uses generative AI to create an improved and more relevant experience. This new AI-powered modular ad framework merges ads with the worlds of Netflix shows to create things like interactive midroll and pause overlays while you watch. These new ads will begin rolling out in 2026 for all ad-supported countries. Do you remember the days of just plain old 'Netflix and chill'? You know, when streaming services didn't have ads because you paid money for that feature and you watched whatever content you wanted without any interruptions? That was definitely peak streaming. But those days have already begun to fade, as more streaming services have started including ads and raising the price of ad-free offerings. Netflix is now working on a whole new way to experience ads for those of you on the ad-supported tier. Last month Netflix launched a new in-house advertising platform, giving the company full control over its ad tech. That's going to help Netflix begin to integrate new 'creative' advertising formats while users watch content. What's so interesting about this new ad format? You'll be seeing interactive ads that merge with the worlds of Netflix shows thanks to generative AI. This could be a big change from the current state of ads on Netflix, which have been easy enough to ignore and not much more than a minor annoyance. But interactive ones with overlays during the show or when you pause? That's a bit more…intrusive. Ryan Haines / Android Authority One of the reasons why Netflix is implementing these interactive ads is its claim of having 'the most engaged and attentive audience anywhere.' With this in mind, Netflix believes that you wouldn't mind taking part in some unique advertisements while you binge watch your shows. And while the current ads may not be too bothersome, this upcoming interactive one just looks to be taking it to a whole other level that isn't as enjoyable, to say the least. These new ad formats won't be rolling out until 2026 though, so you do have some time to prepare or adjust your current Netflix plan. Only the least expensive one has ads, so if you upgrade to a higher tier, you won't have to deal with these AI ads at all. As time goes on, more and more companies are utilizing AI in their products, whether you like it or not. And now AI is even merging with advertisements, which no one likes. It's two of the worst things coming together to ruin everything, once again, like YouTube's new ads purposely ruining your videos by interrupting the best part. Got a tip? Talk to us! Email our staff at Email our staff at news@ . You can stay anonymous or get credit for the info, it's your choice.
