Tubi expands adtech, measurement and content slate at NewFronts event

Tubi announced new interactive advertising formats, measurement partnerships and original programming initiatives during its “Tubitopia: An Advertiser’s Paradise” presentation at IAB NewFronts in New York.

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The Fox Corporation-owned streaming service introduced Scene Sense, Interactive Pause Ads and Connected Conversions as part of an expanded ad product suite aimed at improving audience engagement and attribution.

• Scene Sense overlays contextual information such as cast, soundtrack and trivia when viewers pause content, using scene-level signals to align advertising with on-screen moments.
• Interactive Pause Ads add formats including carousels, polls and trivia.
• Connected Conversions link connected TV exposure to mobile actions through QR codes, push notifications and email.

The company also expanded its partnership with Amazon DSP to extend reach across streaming TV inventory. Tubi said advertisers will be able to access its audience through a new offering, Tubi Priority Access, supported by Amazon Ads’ Authenticated Graph.

Tubi added measurement partnerships with InMarket and Kochava to provide attribution tied to sales and other outcomes. The integrations are designed to help advertisers track performance across categories including retail, restaurants and theatrical releases.

“The future of entertainment is built on fan passion. As the second largest Free AVOD platform and the growing home for Gen Z, Tubi is the only streamer built from the ground up to turn passion into performance for advertisers,” said Anjali Sud, CEO of Tubi, in a statement.

In content, Tubi announced new sports-focused and creator-led programming, including collaborations with Deestroying and Jesser. The company also plans to offer exclusive Formula 1 altcasts in partnership with Apple TV for select races during the 2026 season.

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The company also detailed upcoming Tubi Originals aimed at Gen Z audiences. “Game On” follows a high school esports player navigating rivalry and romance, starring Sky Katz and Case Walker, with Nolan North also attached. “Remember Me,” a YA supernatural murder mystery, centers on a teen solving her own death and stars Brec Bassinger and Charlie Gillespie.

For the 2026 FIFA World Cup, Tubi will support Fox’s coverage, including free 4K simulcasts of the opening ceremonies and select matches, and the launch of a dedicated World Cup hub featuring Fox Sports and original programming such as “Destination World Cup 2026.”

The streamer recently reported more than 100 million monthly active users and about 1 billion hours streamed per month.