{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Commercial Break","title":"CTV-05: in conversation with Ross Appleton, General Manager UK, Tubi","html":"<iframe width=\"100%\" height=\"180\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://share.transistor.fm/e/4fa8d9a1\"></iframe>","width":"100%","height":180,"duration":1947,"description":"Ross Appleton explains how Tubi — Fox Corporation's free, ad-supported streaming service — is building its UK presence by focusing on fandoms, data-driven personalisation, and a viewer-first approach to advertising. Launched in the UK in July 2024, Tubi now claims the largest free catalogue of content in the UK amongst all streamers, attracting a younger, more diverse audience — over half Gen Z and millennial — that traditional broadcasters struggle to reach. The conversation covers Tubi's fandom-led content strategy, the differences and similarities between US and UK streaming markets, the pitch to advertisers, the Titan OS partnership for CTV ad sales, cross-device identification challenges, shopability experiments, and what Ross sees as the future of accessible TV advertising for businesses of all sizes.\n————————\nKey Discussions in This Episode\nIntroducing Tubi and the UK launch (00:44–01:23)Ross introduces his role as General Manager of Tubi's UK business, having joined in October 2024 after serving as Launch Director for ITVX. Tubi launched in the UK in July 2024 and has spent 18 months scaling its content, distribution and audience.\nEntering a crowded UK market as a late entrant (01:23–03:26)How Tubi differentiates from BBC, ITV, Netflix and others. The service focuses on fandoms rather than acting as \"arbiters of taste\" — personalising the experience using machine learning so that each viewer's Tubi looks entirely different. Ross notes Tubi attracts a younger, more diverse and harder-to-reach audience.\nFandoms over demographics: a data-led content strategy (03:26–05:20)Rather than trying to predict or create fandoms, Tubi listens to data, tests hypotheses, and leans into what resonates. When a fandom emerges, the team \"super-serves\" it with deeper content. This iterative, data-driven approach has been Tubi's DNA since its US startup phase.\nUS vs UK: similarities and differences (05:20–08:25)Personalisation, machine learning and genres like horror, thriller...","thumbnail_url":"https://img.transistorcdn.com/viS3U7hc86pEiEG51L4U2BwVUXIIEDh95XEQUPlZrbQ/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS83ZThh/M2FjNTg2MzFjZDRk/MDRlNWRhZmQ3ZGY1/YTZjMy5qcGc.webp","thumbnail_width":300,"thumbnail_height":300}