由 jpichiban Tue, 04 Feb 2025 11:00:01 GMT
在这篇文章中，FOXFFOXA关注你喜爱的股票创建免费账户Getty Images上一次福克斯公司（Fox Corp.）转播超级碗时，它通过其流媒体服务Tubi播放了引人注目的广告。今年，这家广播公司正以更大的步伐推进这一免费、广告支持的流媒体平台，决定在Tubi上同步直播这场橄榄球界的盛事。
Tubi首席营销官Nicole Parlapiano表示：“这次我们不再追求震撼观众，而是进入了一个展现实力的阶段——证明我们有能力直播超级碗。”Tubi将提供与母公司福克斯相同的超级碗直播信号，包括所有广告。尽管福克斯仍将占据大部分观众份额，但Tubi上的超级碗直播标志着母公司对其流媒体服务寄予厚望。
当卫冕冠军堪萨斯城酋长队对阵费城老鹰队时，Tubi将提供两个直播信号：主流的福克斯广播和西班牙语的Fox Deportes广播。除了赛前节目，Tubi还将独家推出红毯秀，吸引那些对名人亮相、中场秀和广告更感兴趣的轻度体育迷。
Tubi应用程序可在所有流媒体设备、电视及手机上使用，自上周起已启动所谓的“超级碗接管”活动。过去的超级碗比赛、中场秀及其他NFL相关内容现均可通过该服务观看。
**Tubi是什么？**
传统媒体公司正努力使基于订阅的流媒体服务盈利，因为消费者正逐渐远离传统的电视捆绑服务。许多公司利用现场体育赛事，尤其是NFL，来支撑其新兴的流媒体服务。福克斯则采取了不同的策略，直到现在。
2020年，这家媒体巨头以约4.4亿美元收购了Tubi。尽管其竞争对手如派拉蒙全球收购Pluto、康卡斯特公司收购Xumo，以扩展其流媒体计划，福克斯却坚持将Tubi作为其主要流媒体服务，并至今未推出自己的订阅制流媒体平台。
福克斯首席财务官Steve Tomsic在11月的投资者财报电话会议上表示：“Tubi从四年前几乎一无所有，到现在对我们来说已具有重要价值。”
与Netflix、华纳兄弟探索的Max或迪士尼的Hulu和Disney+等主要流媒体平台不同，Tubi和Pluto等平台完全依赖广告支持，提供免费服务。这些应用提供类似传统电视指南的频道导航，以及丰富的电影和电视剧库。Tubi也有原创节目，尽管远不及Netflix数十亿美元的投入。像Tubi和Pluto这样的流媒体很少涉及现场体育赛事。
Tubi的观众数量和收入正逐步增长。2022年，Tubi的收入首次超过福克斯娱乐的广告收入。次年，Tubi首次在尼尔森的“The Gauge”月度电视和流媒体观看总览中被提及，不包括移动或桌面观看。当时，尼尔森宣布Tubi占据了总电视观看时长的1%。截至12月，Tubi的观看时长占比已升至1.7%。
在传统媒体广告市场低迷时期，Tubi成为福克斯收入增长的来源。福克斯表示，Tubi也受益于重大事件，如最近的选举周期。CMO Parlapiano透露，Tubi最近达到了9700万月活跃观众，2024年流媒体时长超过100亿小时。Tubi的观众中，77%没有有线电视，偏向千禧一代、Z世代和女性，其中超过34%的观众年龄在18至34岁之间。
在12月的瑞银全球媒体与通信会议上，CFO Tomsic表示，Tubi仍有增长空间。“如果你看看……”（此处原文未完整，故翻译亦保留未完成状态） where the asset is, it’s still a bit of an unknown to many consumers, as well as sort of the professional ad buyers and the professional ad agency,” he said at the time.Fox’s FAST approachA Fox Sports TV camera operator during the week 5 NFL game between the Atlanta Falcons and the Carolina Panthers at Mercedes-Benz Stadium in Atlanta on Oct. 11, 2020.David J. Griffin | Icon Sportswire | Getty ImagesWhile Tubi isn’t yet profitable, it hasn’t been the drain on Fox that subscription-based streaming services have been on its competitors.Fox has focused its strategy on sports and news on traditional TV since offloading its entertainment assets to Disney in 2019. In addition to touting its highly rated programming on both fronts, executives often call out Tubi as a bright spot for the company’s growth.”[Fox has] avoided the billions of dollars in losses that other media companies have invested building out their own streaming platforms,” said Robert Fishman, an analyst at MoffettNathanson, noting that live sports aren’t typically offered on FAST platforms, the industry jargon for free, ad-supported streaming.Offering the Super Bowl on the streaming service gives it a chance to broaden its audience even further.”The idea of using the biggest and most powerful sports event is of course going to bring attention to Tubi,” Fishman said.Fox did try to broaden its streaming strategy for its sports portfolio when it teamed up with Disney and Warner Bros. Discovery to announce the Venu streaming venture. Venu was supposed to offer the full live sports portfolio of each of its owners until it was held up by a lawsuit. Disney, Warner Bros. Discovery and Fox recently announced they were abandoning their efforts to launch Venu.”After Venu, Fox needs to help investors better understand how consumers are going to see their very high-quality sports assets in a streaming world,” Fishman said.In recent quarters, Fox executives have highlighted that much of Tubi’s viewership comes from its on-demand programming rather than the curated channels. Fox reports its quarterly earnings on Tuesday.While the Super Bowl may provide some momentum to Tubi, it’s likely a welcome addition for the NFL, too.While the league has been wildly successful and media rights have ballooned, it has more recently leaned into streaming as the key to its future viewership and fandom.Disclosure: Comcast owns CNBC parent company NBCUniversal. Comcast is a co-owner of Hulu.Don’t miss these insights from CNBC PROHow U.S. efforts to restrict China from Nvidia’s fastest chips may have backfiredSmall investors are buying the dip in Nvidia and tech stocks, but hedge funds are notThe ‘great rotation’ is finally showing some legs. It’s unclear if investors will followMark Cuban is in cash and wasn’t buying the dip in Monday’s market slump
原文链接：https://www.cnbc.com/2025/02/04/super-bowl-59-fox-free-streamer-tubi.html