RUPERT Murdoch’s Fox Corporation is set to join the UK’s fiercely competitive market for free, ad-supported video streaming with its launch of Tubi. Tubi will compete directly with established platforms such as Netflix, Disney+, ITVX, Channel 4’s streaming service, and BBC iPlayer.

In the US, Tubi, as claimed by Fox, has amassed nearly 80 million monthly active users, indicating significant traction in that market. Upon its UK debut, Tubi plans to offer a vast library of over 20,000 films and TV series, including content from major studios like Disney, Lionsgate, NBCUniversal, and Sony Pictures Entertainment. The platform will also feature a curated selection of British, Indian, and Nigerian programming.

British viewers will access Tubi’s offerings through its website and smartphone app. Anjali Sud, Tubi’s CEO, expressed confidence in their UK launch, stating, “Tubi has spent the last decade perfecting our approach to expansive, free, and enjoyable streaming in North America, and we believe the time is right to bring that formula to UK audiences.”

Fox Corporation acquired Tubi in 2020 for $440 million (£348 million), aiming to capture younger audiences amidst the evolving media landscape. Major streaming players like Netflix, Amazon Prime Video, and Disney+ have also ventured into ad-supported services while raising subscription fees to bolster revenue streams and expand content libraries amid fierce competition.

Abi Watson, senior media analyst at Enders, cautioned that while Tubi has thrived in the US, the UK presents a distinct media landscape with robust existing offerings from public service broadcasters. Watson noted that Tubi’s challenge in gaining traction could stem from its perceived lack of unique content, suggesting that foreign entrants in the UK’s free streaming market have thus far shown only moderate commitment.

Earlier this year, Murdoch’s TalkTV network transitioned from a traditional broadcast channel to an online-only platform after struggling to attract viewers in its linear format since its 2022 launch. Murdoch had aimed to disrupt the broadcasting establishment with TalkTV, akin to his pioneering role in UK broadcasting through Sky’s launch in 1984.

Commentators have viewed TalkTV as Murdoch’s bid to replicate his success with Sky, although his 21st Century Fox relinquished its 39% stake in Sky to Comcast’s NBCUniversal in 2018 following a competitive bidding process.