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Tubi undergoes a makeover for its company identity

Tubi, the US-based ad-supported streaming service under Fox, unveils a fresh brand identity. In January, Tubi reveals an upsurge in its share of overall TV viewership.

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2025 September 19 . 10:39 AM

2 min read

Tubi undergoes a company-wide rebranding

Tubi undergoes a makeover for its company identity

Tubi Undergoes Brand Refresh, Focuses on Culturally Resonant Content

Tubi, the ad-supported streaming service owned by Fox, is undergoing a significant brand refresh. The new brand system aims to provide viewers with a fun, bold, and engaging platform that remains frictionless and 100 percent free.

The updated homepage and UI of Tubi leverages symbols and incorporates a nod to the Tubi rabbit hole, first introduced in the 2023 Super Bowl campaign. Vibrant colors, unique iconography, and new sonic branding across all consumer touchpoints further enhance the viewing experience.

Anjali Sud, CEO of Tubi, stated that Tubi's growth and resonance with audiences is due to a commitment to putting the viewer first. Nicole Parlapiano, CMO at Tubi, mentioned that viewership growth is strongest with young, multicultural audiences who enjoy Tubi for the rabbit holes, nostalgia, and unique content.

The new brand identity, developed in partnership with design agency Dixon Baxi, will roll out to all supported platforms across all markets immediately. Tubi's new programming slate includes culturally resonant content such as Shattered Glass: A WNBPA Story, Boarders, and Dead Hot.

Shattered Glass: A WNBPA Story highlights four WNBA players through a journey into the heart of professional women's basketball. Dead Hot is a comedy-thriller series, while Boarders is a coming-of-age dramedy from the BBC.

In addition to the new brand identity, Tubi is also expanding its content library. Additional titles available on Tubi for free include Scandal, The Edge of Seventeen, Batwoman, ATL, and Frances Ha.

The new brand identity is intended to serve as the foundation for upcoming programming and product initiatives. Tubi's CEO and CMO expressed optimism for the coming year and invited viewers to join them on the platform.

As of January 2024, Tubi's share of total TV viewing reached 1.5 percent according to Nielsen's The Gauge report. Tubi continues to see traction among younger, multicultural audiences. The updated brand identity is a testament to Tubi's commitment to providing a fun, engaging, and frictionless streaming experience for all viewers.