Tubi's secret weapon in the streaming wars is anime
May 16, 2022
We released the BRAG Index this week, a measure of 'Brand Relative App Growth' created in partnership with Digital Turbine. By systematically measuring brand as a variable, we could more easily see overperformers – which we called Transcenders. These are the apps delivering above average install volume relative to brands with the strongest brand funnels (consumer brand awareness x intent to install). Transcenders take the limelight in the report because their performance begs the question, "how?"
The report looked at seven categories, including Streaming Video. Tubi, an advertising-supported video on-demand platform owned by Fox Corporation, received top marks for the category. Tubi scored the fourth lowest (out of 20 apps) in terms of Growth Potential, a factor of brand awareness and intent to install. At the end of our study period (October 2021 through March 2022), it had the 7th most new installs with 13.3 million, giving it the top BRAG score.
You can see in our own LinkedIn poll that not many people pegged Tubi for a great showing in downloads. It got the least amount of votes but was in fact the right answer.
And as we found out in Netflix's earnings, paid subscriptions are not as stable as they used to be. With rising prices and more time being spent outside of the home, streaming entertainment is certainly something that is being cut from family budgets. Tubi is a free platform. But more important as it pertains to streaming video is content. Content is everything, some might even say king.
While many sectors of the app economy focus on user experience/interface design, streaming platforms do not need to spend too much energy here. At the end of the day, people will go to the app that has the shows and movies they want to watch. In the case of Tubi, it may be all of the free anime.
We learned from our recent streaming video report that users of Netflix and Amazon Prime Video want more Anime content. “Anime” was the second most used keyword in Netflix user reviews in 2021. Reviewers were almost always asking the company to provide more anime content For Tubi, "Anime" has routinely been a top 5 keyword in user reviews complete with positive sentiment, signaling users are happy with the amount of anime content provided.
To see the full inaugural BRAG report, click the blue button below.