Tubi’s Canada playbook: scale fandom with 600+ library adds
Tubi has licensed more than 600 movies and TV shows for its Canadian ad-supported, on-demand library from Disney, NBCUniversal, Sony Pictures Entertainment, Lionsgate, and Warner Bros. Discovery. The company cited its strategy of using deep catalog programming to drive rediscovery and repeat viewing, and noted reported 30% year-over-year growth in Canadian monthly active users since 2020 along with a long-term strategic partnership with Bell Media.
Key Takeaways
- Tubi licensed 600+ titles in Canada from five major Hollywood studios (Disney, NBCU, Sony, Lionsgate, WBD).
- Strategy emphasis: deep catalog programming to trigger rediscovery, cross-generational viewing, and repeat engagement—especially in comedy, action, and crime.
- Signal for studios: incremental AVOD/FAST monetization remains attractive even while DTC priorities persist.
- Canada-specific distribution advantage: Tubi pairs scale with local leverage via its long-term Bell Media partnership.
- Competitive implication: library depth (not originals) is a primary growth lever for ad-supported streamers in fragmented markets.
Why It Matters
This is the FAST “more is more” thesis getting formalized: the winner isn’t necessarily the platform with the most premieres, but the one that maximizes low-cost, high-frequency viewing that ads can monetize. By pulling in big-studio catalogs at scale, Tubi reinforces an algorithmic rediscovery flywheel—titles audiences already know, returning often, with predictable ad inventory. For executives and investors, the tell is studios’ willingness to keep feeding third-party AVOD in key territories, signaling that licensing is still a meaningful margin lever. For competitors, Canada is a reminder: local partnerships plus library breadth can beat splashy originals.
Read full article at deadline.com
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