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NEWSCASTSTUDIO.COM
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NEWSCASTSTUDIO.COM
By MICHAEL P. HILL
Founder and Publisher
NewscastStudio
Fox Corp.’s FAST offering Tubi has a new
look and sound ahead of an expansion into
new international markets.
For the new look, the Tubi team worked
with DixonBaxi, a London-based agency
whose work has recently been seen on
The CW, European TNT Sports, ITV and
Eurosport.
The new logo’s base is centered on the
feel of one of the gregarious sans serifs
that are seemingly on trend these days — a
choice that conjures connections to An-
tique Olive and others.
Its thick foundation is complemented
by thinner, almost pinched points where
curves intersect with straight lines, which
helps make the design feel a bit more spry
and friendly.
The lettering has a bit of a retro, groovy
— or dare we say, tubular — look to it.
If that wasn’t enough to send home just
how “tube-y” things are, the right part of
the crossbar in the “t” has been replaced
with a circle. The “i,” meanwhile, is pur-
posefully lacking a dot.
For a color palette, there’s a fresh vio-
let that’s been dubbed “Turple” alongside
“Hello Yellow.”
The violet and yellow color palette has
already been drawing comparisons to
Amazon’s Freevee look, though its take
on yellow is a bit more toward the sickly
end of the spectrum and its violet is a deep
shade that borders on black.
In addition to the logo, Fox Corp. also
updated Tubi’s sonic identity.
At its core, this consists of a voice saying
the two syllables in the brand’s name in a
drawn-out fashion: “Tooooooo-beeeeeee”
is basically what it sounds like as the sound
harmonizes with a musical note.
Just in case that part didn’t convey the
name enough, the end of the signature has
the voice saying “Tubi” very quickly.
The audio, though short, also features
a mix of authentic and synthetic musical
sounds that have been carefully blended
together.
Here again, however, it’s hard not to
draw some comparisons to Freevee’s
sonic branding that also sounds out the
streamer’s name. It uses a rush of sounds
that ultimately crescendo together to
sound as though someone is speaking the
platform’s name.
Accompanying the sonic branding is an
animation that is a nod to the idea of a rab-
bit hole, a theme that Tubi used during Su-
per Bowl LVII in 2023, which aired on Fox.
In true over-the-top Super Bowl ad
fashion, the dramatic spot featured giant
rabbits grabbing people and quite literal-
ly throwing them down the quintessential
rabbit hole. Not to fear, however, because
it turns out there’s an endless amount
of TV to explore. That year also saw Fox
“tricking” viewers into thinking the game
was being interrupted by an invisible re-
mote as part of another Tubi promotion.
In the animation, the rabbit hole opening
is shown more as a burst of light than as a
physical structure and is displayed from a
side perspective. A yellow circle playfully
flies through the hole and the screen shifts
to yellow with purple dot and hole. The dot
then flies back through the hole, where it
joins the rest of the logo as part of the “t.”
Meanwhile, Tubi is doubling down on
the rabbit hole theme with a new tagline,
“See you in there.”
Prior to the redesign, Tubi used a logo
created using ultra-round glyphs for its
first three letters and a traditional “i” dot-
ted with a circle.
The logo’s distinct “t” and “b,” along with
the rounded base of the “u” certainly con-
veyed the notion of “tubes,” but also felt a
bit too much like any number of logos for
tech companies and streamers, in partic-
ular Philo.
It typically used a blend of red, orange
and magenta under the old look.
Tubi’s refresh comes as Fox Corp. looks
to expand into the U.K. later in 2024, with a
wider European expansion to follow.
FAST Tubi rebrands with look
toward European expansion
Previous Tubi logo
By DAK DILLON
Editor in Chief
NewscastStudio
A recent study by CRG Global sheds
light on an emerging trend in free ad-sup-
ported streaming TV: the pronounced
preference for FAST services among
Black audiences in the United States.
This analysis, derived from a survey
conducted in January 2024 involving 300
Black U.S. FAST viewers aged 18-69, ven-
tures beyond mere viewership statistics
to unravel the underpinnings of FAST’s
appeal to this demographic.
Prior investigations by CRG Global in
August 2023 revealed that 61.2% of Black
adults in the U.S. engage with at least one
FAST service, outpacing the engagement
rates of White adults at 41.5% and Hispan-
ic/Latinx adults at 55%. Black viewers, on
average, frequent 2.1 FAST services, with
Tubi emerging as a favorite due to its rich
catalog of original Black cinema.
This preference underscores a broader
trend, the segmentation of FAST offerings
to fit different cultural and entertainment
preferences. The FAST ecosystem, with
its array of services like Pluto TV, Roku
Channel, Tubi and Freevee, has carved out
a niche by offering many channels dedicat-
ed to Black culture.
Content counts
This diversity in content, ranging from
lifestyle and classic shows to reality pro-
gramming and narratives from Africa,
speaks directly to the multifaceted inter-
ests of Black viewers. The result is a vi-
brant tapestry of FAST channels that res-
onate deeply with this audience, offering
a spectrum of content that traditional TV
has struggled to match.
The frequency of FAST engagement
among Black viewers is particularly note-
worthy, with over 60% indicating daily
viewership.
This stands in stark contrast to the en-
gagement patterns of White and Hispanic
audiences and challenges prevailing nar-
ratives about FAST as a seldom-used or
secondary viewing option. Such robust
engagement
under-
scores the relevance
and appeal of FAST
services,
particular-
ly those catering to
Black audiences’ spe-
cific interests and cul-
tural nuances.
February
2024
marked a record high,
with 67 channels dedi-
cated to Black culture, signifying a notable
shift towards more inclusive and diverse
content offerings within the FAST land-
scape.
Black FAST viewers’
perceptions of these
services further illu-
minate their appeal.
The study indicates a
strong preference for
FAST over traditional
TV, attributed to a va-
riety of factors includ-
ing entertainment val-
ue, the ease of finding appealing content
and the overall enjoyment of the viewing
experience.
Black audiences embrace FAST
for authentic representation
FAST services regularly watched by Black viewers
Frequency of FAST use among viewers
60%
Black FAST users who
say they watch daily
BRANDING
DEMOGRAPHICS