Tubi launches first global brand campaign in Australia

Tubi has launched its first global brand campaign in Australia as the Fox-owned streaming platform looks to build its local audience following what it said was a 32% increase in total viewing time.

The free ad-supported streaming service has rolled out Find Any Feeling For Free, positioning its content library around the idea that audiences increasingly choose what to watch based on how they want to feel.

The Australian launch comes as Tubi reaches 110 million monthly active users globally, up 14% year-on-year, while total viewed time in Australia has increased 32%.

Created by US agency Mischief @ No Fixed Address, the campaign uses deliberately absurd scenarios showing the lengths people might go to experience a particular emotion before offering a considerably easier alternative: “Or You Could Tubi.”

The global work has been adapted for Australia with support from News Australia's in-house creative agency Roller.

The push follows new multi-territory licensing deals with NBCUniversal Global TV Distribution and Sony Pictures Entertainment, adding more than 450 library movies and television episodes across Australia, the UK and Canada.

Australian additions include Good Boys, Freaky, The Witch, Lady Bird, I Know What You Did Last Summer, The Intruder, Once Upon a Time in Mexico and Lost Girl.

News Australia is Tubi's exclusive advertising sales partner locally.

News Australia chief revenue officer Lou Barrett said the campaign's focus on viewers actively choosing content based on mood presented an opportunity for advertisers.

“When viewers choose what to watch based on how they want to feel, they are fully tuned in. For Australian advertisers, that active emotional choice translates directly into higher engagement and stronger commercial outcomes,” Barrett said.

The national campaign spans CTV, out-of-home across Sydney and Melbourne, including buses, ARN radio integrations, digital screens and News Australia's network.