Rupert Murdoch’s Fox Corporation launches Tubi to challenge Netflix in Britain

Rupert Murdoch’s Fox Corporation has introduced its ad-supported streaming service Tubi to the UK market. This new entry aims to compete with popular platforms such as Netflix, Disney+, ITVX, Channel 4’s streaming service and BBC iPlayer.

Tubi launches with an impressive library of more than 20,000 movies and TV episodes, featuring content from major studios including Disney, Lionsgate, NBCUniversal and Sony Pictures Entertainment, in addition to its own original productions. Highlights include The Twilight Saga starring Robert Pattinson and Kristen Stewart, the horror film Candyman and the original Tubi reality series House of Heat.

Anjali Sud, Tubi’s CEO, said: “Over the past decade, Tubi has honed our approach to comprehensive, free and fun streaming in North America, and we believe now is the perfect time to bring that recipe to British audiences to bring. Most importantly, we are committed to listening to what resonates with British fans and bringing them more and more of what they love.”

Fox reports that Tubi has 80 million active users in the US and is tied with Disney+ in total viewing time. The UK offering also includes films such as Olympus Has Fallen starring Gerard Butler, Adam Sandler’s comedy Happy Gilmore and horror comedy Happy Death Day. British content includes episodes of Great British Menu, The Secret History of the British Garden, Paul Hollywood’s Pies & Puds and Mary Berry’s Foolproof Cooking.

Competition in the streaming services market is fierce, with companies vying for market share amid heavy losses and a cost of living crisis hitting consumers. During the Covid pandemic, streaming services surged in popularity, prompting companies like Netflix, Disney and Apple to invest billions in high-budget programming to attract subscribers. However, as growth has slowed, these companies are now focusing on cost-cutting measures and pursuing profitability.

Sports and live events have become crucial for media companies, with Netflix set to stream WWE wrestling and Disney planning to offer live sports through its ESPN network.

Tubi remains committed to its “100% free ad-supported model” with a “low ad load.” This contrasts with other streaming services that have introduced cheaper, ad-supported tiers in the race for subscriptions.

In related news, Murdoch’s right-wing news channel TalkTV announced it would end television broadcasts after two years and switch to an online-only format in the summer.