July 26th, 2023, Lesley Simeon
American streaming service Tubi will see Vimeo veteran Anjali Sud join as its next chief executive, effective September 1, 2023. The appointment follows the exit of Tubi founder and former CEO Farhad Massoudi in April, with parent company Fox Corporation (who acquired the streamer in 2020) forming a new Tubi Media Group unit.
We look at YouGov data to see how Tubi has performed in recent years.
According to YouGov BrandIndex - which tracks consumer sentiment towards thousands of brands daily - Tubi's brand health has consistently improved in recent years. Similarly, the streaming service has managed to bring more Americans under its fold of current customers since 2021.
Tubi’s Index score - which is a measure of overall brand health taking into account perceptions of Value, Satisfaction, Reputation, Recommend, Quality and Impression - has grown from a net score of 7 in January 2021 to 11 in July 2023. The brand’s Current Customer score improved five percentage points from 6% to 11% in the observation period.
The streaming service’s Recommend score - which identifies brands that consumers tell their friends and colleagues to avoid and those they recommend to them - also grew by five points from a net score of 7 to 12 between January 2021 and July 2023.
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Methodology: YouGov BrandIndex collects data on thousands of brands every day. Tubi’s Index score is an average of Value, Satisfaction, Reputation, Recommend, Quality and Impression and delivered as a net score between -100 and +100. Its Recommend score is based on the question: Which of the following brands would you recommend to a friend or colleague? Which of the following brands would you tell a friend or colleague to avoid? and delivered as a net score between -100 and +100. Its Current Customer score is based on the question: Are you a current subscriber or have you purchased services from any of the following brands in the past 12 months? and delivered as a percentage. Scores are based on an average daily sample size of 17214 US adults between January 2021 and July 2023. Figures are based on a half-yearly periodicity. Learn more about BrandIndex.
Photo by Glenn Carstens-Peters on Unsplash