Tubi Exec Says Audiences “Don’t Really Care” If Content Is Made by Professionals, Creators, or Users
#Tubi #Streaming Platforms #Sports Content #Shoulder Content #Professional vs. Creator Content #MIP London #Pluto TV #DAZN
📌 Key Takeaways
- Tubi's international director believes audiences don't distinguish between professional, creator, or user-generated content
- Sports content serves as an acquisition driver for streaming platforms like Pluto TV
- Shoulder content enhances engagement around major sports events
- Streaming platforms are blending different content types to maximize engagement
📖 Full Retelling
At MIP London on Tuesday, David Salmon, managing director international at Fox Corp.'s Tubi, joined Olivier Jollet from Paramount's Pluto TV and Walker Jacobs from DAZN in a panel discussion about sports as a driver for streaming platforms and the evolving nature of content creation, where Salmon notably stated that audiences 'don't really care' if content is made by professionals, creators, or users. The panel, entitled 'Sport & Creators: Strategic Priorities Shaping Streaming Platforms,' explored how sports content acquisition strategies differ across platforms and how complementary content can enhance viewer engagement. Jollet revealed that Pluto TV utilizes sports primarily as an acquisition driver, focusing on 'locally relevant sports rights' like darts and snooker in the UK, while also identifying women's sports as an underserved opportunity on traditional television platforms. Salmon highlighted Tubi's approach to creating 'shoulder content' around major sporting events, such as their partnership with Naomi Osaka during the U.S. Open tennis tournament, which allows audiences to 'go deeper and deeper' in support of live programming. The executives shared insights on how their respective platforms are navigating the increasingly blurred lines between professionally produced content, creator-produced content, and user-generated content to maximize audience engagement and retention.
🏷️ Themes
Streaming Strategy, Content Creation, Sports Media, Audience Engagement
📚 Related People & Topics
Tubi
American streaming video service
Tubi (stylized as tubı) is an American over-the-top ad-supported streaming television service owned by Fox Corporation since 2020. The service was launched on April 1, 2014, and is based in San Francisco, California. In 2023, Tubi, Credible Labs, and a few other Fox digital assets were placed into a...
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Share on Facebook Share on X Google Preferred Share to Flipboard Show additional share options Share on LinkedIn Share on Pinterest Share on Reddit Share on Tumblr Share on Whats App Send an Email Print the Article Post a Comment Sports took center stage, or should that be: center field, at MIP London on Tuesday in a panel discussion entitled “Sport & Creators: Strategic Priorities Shaping Streaming Platforms.” David Salmon , managing director, international at Fox Corp.’s Tubi , Olivier Jollet executive vp and international general manager at Paramount ‘s Pluto TV , Paramount Skydance, and Walker Jacobs, global chief revenue officer and president of DAZN U.S. discussed content and monetization trends with moderator Jennifer Batty, media advisor, global streaming at JJB. Related Stories Business TelevisaUnivision Trims Fourth Quarter Loss Despite Lower Ad Revenue, Touts Rising Streaming Profit Movies BAFTA Jury Member Quits Over Handling of Tourette's Tic at Film Awards: "Utterly Unforgivable" Jollet shared about Pluto TV that “we use sports more as a acquisition driver.” He added that the streamer is particularly focused on “locally relevant sports rights,” pointing out the likes of darts and snooker in the U.K. The executive also cited women’s sports as an opportunity, highlighting that audiences are “underserved” in this regard on traditional TV. Jollet on Tuesday also mentioned that Pluto TV recently partnered with Tinder on a dating show in Brazil, calling it “a huge partnership” and “a new way of doing advertising.” Meanwhile, Salmon highlighted “shoulder content” that Tubi builds around popular sports events, such as it did in partnership with Naomi Osaka for the U.S. Open tennis tournament last year. That allows audiences to “go deeper and deeper” in support of live programming. He also said that for him, it is currently about “how to redefine the boundaries around this strictness around professionally produced content, creators-produced content and [user-ge...
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