Tubi’s Mark Rotblat – Beet.TV


LOS ANGELES — Growing audiences for ad-supported streaming services are prompting more and more marketers to direct a portion of their TV media budgets to these new platforms. Amid this shift, they are also looking at content that provides the surrounding context for their advertising campaigns, as they have done with traditional linear television.

“There is more attention to context in AVOD [ad-supported video on demand] space than there has been in the past,” said Mark Rotblat, chief revenue officer of streaming service Tubi, in this interview with Beet.TV’s Beet Retreat consultant Zach Rodgers.

Because Tubi offers more than 35,000 titles, information about its content can be more complex than data about its audience segments.

“We always thought we should aim for the best personalization, the best use of data,” Rotblat said.

This information helped provide viewers with personalized recommendations on what to watch, and now informs his decisions on producing original shows. After being acquired by Fox for $440 million two years ago, Tubi has more financial and creative backing to develop exclusive content.

“We didn’t want to bet on guts like Hollywood often does. We didn’t have the resources,” Rotblat said. “Now we have the resources because we are part of the Fox family, but we still want to make smart choices.”

The original thriller “Twisted House Sitter” starring Crystal-Lee Naomi and Jennifer Freeman was a hit for Tubi, generating one of the strongest viewerships on the platform.

Subscription fatigue

As households reach the limit of what they’re willing to pay for subscriptions to ad-free services like Netflix and Disney+, Rotblat sees an opportunity for ad-supported platforms like Tubi to grow. Growing ad revenue can be reinvested in original programming that attracts viewers and more media revenue, creating a virtuous circle.

“We’ve always maintained that there will come a time when there are too many subscriptions for one person to follow…but people will still want to consume content, but they want it to be free,” said Rotblat.

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