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Anjali Sud

lines on the record: 73
first: 2024-06-17
most recent: 2024-06-17
sittings or episodes: 1
sources: podcast

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“Be able to share more of that value with the creators in that process. So I think that the key is that we just have to do it in a way that expands the pie. And again, we're fortunate because we're in an environment right now where the same content is getting licensed and commoditized and we're in a huge, it's the perfect time. It's the perfect time in the market for a model like that to work.”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“If we can bring in great unique stories from unique storytellers, and ultimately it is great for creatives if we can make it easier for them to produce their content, not just once, but again and again and again. And so I don't profess that we have the solution perfectly, but the intent of Studios is to very, very explicitly try and figure that out. And we're trying some things. I think one of the things that we're trying is using fan engagement as a real currency. And so what you're going to see is we will actually have very objectively and transparently green light thresholds, not just for the first project, but even future projects based on fan engagement, viewership, and other things that we will be very transparent about. And we think that there's just a way to align these incentives so that more value is created and then”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“Agree with you that I think there is a lack of trust. And it is systemic. It is based on these issues with business models. And how do you create more value along the value chain? But for me, I just go back to ultimately it is good for Tubi's business.”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“Or I'm going to tie myself to a platform that will change the rules, or I will tie myself to a platform, upload all my work, and they'll disappear. All my work will disappear with it. And that distrust, I think, has borne out like several times over the past decade. How are those conversations going? How do you talk to creators and say, look, we have better economics than YouTube, but we're going to be around just as long.”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“Yeah, I want to end with creators and the work you're doing there with Studios with bringing up younger creators. That's the gap, right? Those creators feel the most squeezed. social platforms pay them nothing effectively. They all have to go do brand deals in order to make enough money to be full-time creators. Those brand deals have all kinds of weirdness associated with them. It's just hard. The rates are not standardized. There's bias in that industry. People talk about all the time. You have an opportunity now, right, to participate in an ecosystem differently. You also have a lot of experience with it from the Vimeo side. You're still kind of promising to pay higher rates and monetize with advertising. How do you square that? How do you say to the creators, this is sustainable? We're going to pay you higher rates over here and on the back end, this will persist. Because I look at a lot of this industry and so much of it is I'm going to tie myself to a platform that will go away.”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“Art and craft of storytelling, nor do I believe they can replace the entire creative process, but what they can do is dramatically reduce the cost, increase the speed, and democratize that for many more players. And I think that overall, that's probably a good thing. It's not without change. And there will be change, but I do think the pie gets bigger. Because of what AI can do. And I'll say one other thing, which is I do think there's a need in the market for more creator-centric AI. AI that's used kind of by and at the will of the creatives, that I think is an area we have some work to do on. But I'm optimistic that these things will help. And to be will look to experiment and innovate in that space.”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“I understand that. I have a lot of empathy, by the way, for I think some of the concerns and worries around this. I understand why there's a concern about jobs being replaced or work being replaced. I am an optimist on AI. No surprise. I generally think that what you will see instead is that we will be able to empower and enable more effective, smarter, higher value work. Just creators in general. I spent nearly 10 years at Vimeo trying to make it easier to create content. And I've seen Sora. I'm so amazed at the velocity of which generative AI capabilities are moving. I do not believe they can replace”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“Generally, the approach is start with a customer what do advertisers need and what helps them achieve their goal, which is efficiently reach their audience on TV.”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“When you look at a TikTok, which you said you're competing against several times now, saying put your creative into TikTok and we will optimize it using AI and retarget it across our huge audience. That is an, like you're competing for those dollars, right? Is that a product you think will succeed? Is that a product you think you have to directly compete with? Do you think TV is still meaningfully different? What's your approach?”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“Absolutely think about and to be thinks about AI and the role it can play for advertisers and viewers and creators. We had launched, I think we were the first streamer to work with OpenAI and we had an integration with ChatGPT4. But that was more on the content discovery side. So helping viewers kind of like figure out what they wanted to watch just based on their mood or mindset. And we have sort of really thought about the sort of implications where we can leverage that same type of capability for advertisers to help them lower the barriers to creating great ads. And I actually do think it's really promising for SMBs and smaller advertisers because there are ad dollars from a lot of businesses out there that don't, they can't afford to pay an agency and have these like high budgets for, you know, a 30 second spot. And so I do think there's an opportunity there. I think streamers like to be should.”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“They're just like sunny creatives, you know. But when they get a little apocalyptic lately, is around AI and not. For all the reasons that most creatives are apocalyptic about AI. But then I think they're looking at what the big platforms are saying AI will let them do in advertising. TikTok just announced AI-powered creative tools. TikTok will write the copy for you using AI. There's a reason these companies are investing heavily in video generation. At some point, Meta is going to say, give us your seed creative and we will make an infinite array of AI generated targeted advertising for everyone. And that will convert at some higher rate. And who knows if that will work or not? But that is kind of the latent promise of TikTok of Instagram, of YouTube. That is coming, that we're going to get even better at targeting than the conversation about whether the funds are listening to you will reach a whole new level of fewer and we'll just deal with it then. Do you have to compete with that? Is that something?”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“Like, literally, we absolutely are looking to find shows and stories that will, it may not be everyone crowded around to watch it at 8 o'clock on a Friday, but I'll give you an example. We're actually going to be bringing back a movie of the week on TV. And we will look to still create a little bit more of that feeling. It's certainly moving, but there will still be opportunities for that richness of a brand experience. I actually just think what needs to happen is brands need to be more involved earlier in the creation process in order to do that well.”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“You're seeing a lot more integrations with brands that right now feel a little bit too commercial, but I do think you'll see opportunities and we're involved in this ourselves. You're going to see more of a desire for authentic native integrations with brands into storytelling. I actually think this is another way to make the economics work for smaller, more independent creators. And you'll see more and more innovation on that front. And then being culturally relevant is still, that's my job. That's to be”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“I think it's a very valid fear if you're thinking about I'm shifting from running an ad during the Super Bowl to hyper-targeted social digital advertising. I actually think this is where I think streaming does have the potential to give you, it will be more performance-based and personalized, but still to feel culturally in the moment. I do think that is still very possible in streaming. And the reason is one, it's still an immersive, lean forward, cinematic, brand safe opportunity. You're still having a TV spot. It's not like you have, you know, one second with, you know, one like 10 seconds to kind of get your message across. You can tell a story.”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“When I think about this shift from linear to connected television to targeted advertising, which is really what we're talking about, right? We want to target young women who are watching these shows. We have some profiles. This looks a lot like digital advertising, like advertising the web or in apps kind of broadly. The thing you're going to lose is the big cultural moment, right? You might lose the Super Bowl ad and have a more effective advertising return, but maybe less of a brand return, right? You can't just announce to the world you're here because everyone's seeing a different ad at the same time instead of all watching the same thing at the same time. That's where it feels like a lot of the dollars go away because that's what brands want to spend on. That's what ad agency executives are telling me that they worry about, that we live in a world of hyper-targeted very, very bottom of the funnel, targeted advertising. And the big brand, the culture moments go away. Do you have a solve for that or is that just, well, the puck is...”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“It's unclear. I don't have a single way of knowing how I'm reaching my audience how to measure that and get a return. And I think there's a ton of opportunity to innovate and be more thoughtful in that sort of on that side. To be is more focused on the first problem right now. The reason is that the second problem, you kind of need an industry-wide standard to solve. And I think that is going to be a harder one. Whereas I think that first one is we say internally our strategy is skate where the puck is going. That's where the puck is going. And you want to reach these audiences. You have to be relevant and you have to be growing amongst that audience. And thus far, if you look at median ages across TV and streaming, nobody is really doing that well.”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“From the big agencies and the big brands. I used to be a CMO myself. I've spoken to so many. What I hear is all the things you would expect that advertisers are looking for. First, they want access to incremental audiences in a brand safe way. Right now, if you want to reach younger, diverse, more female forward audiences, you can find them on social media, which isn't brand safe. And you have two seconds to get your message across and the Doom scroll. And if you go to television, you're just not able to find that audience at scale because they're not there. That, I think, is one sort of problem set that Tubi is looking to solve. And it's why we're leaning very heavily into younger audiences and more diverse audiences, because we can see that that's the group that advertisers are struggling to reach in traditional TV and streaming. The other part is, of course, if you ask any CMO, they're going to say rightfully, it's a black box.”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“It's such a fascinating question. I ask myself this question when I started, and I've gone through my first upfront And it's honestly not clear to me what it is that is really will accelerate unlocking dollars from.”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“Think about Netflix entering that business, they didn't have an ad tech stack. I think they licensed it from Microsoft to begin with, and now they built some of their own. They certainly don't have like ad salespeople. They had to stand up that whole function. You're part of Fox. You had an ad tech stack, right? You're spinning that out into its own thing that can serve all a Fox. Fox is a big traditional broadcaster. It has a big ad sales division. They do upfronts, all of the things. Then you've got other competitors, right? You've got Peacock. And BC has a huge ad sales division. They do upfronts. They have ad tech stacks, all the things. Where do you see the most ferocious competition? Is it that we can target better and return on your ad investment better, or is it on the, we're going to do a better show and you're part of, you can come to the Super Bowl suite, like how is that playing out? Because it feels like that culture is changing right now too.”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“More viewership than Max or Peacock or others, and to continue to grow. It is actually because we are demonstrating that we are better and better at that. So I do think it's that flywheel. And then using it to create your own unique content over time. And that's the intent behind all the new programs and offerings that we are putting out there.”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“Really different things. And right now, the latter is what most other players are adopting. And I fundamentally think that is a different value proposition. And then the second thing is that there is also more competition for sort of licensed catalog library content. And this is why you were seeing to be more aggressive about unique stories, unique storytellers, and better listening because of the scale of our data and content, we can find that content and make smarter decisions on better economic terms of what our communities and fandoms really want. And I can tell you I have now seen it for the last, you know, a couple quarters. I have seen it happen. I have seen it work. And when you look at the viewership growth and you see, oh, what is to be doing that is leading it to, you know, have”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“Do think of Netflix as a competitor, but I would say the same way I also still think of social and gaming and really, I think more about the audience and where they're choosing to spend their time to be entertained. It's true that it's Netflix and not just Netflix. There are other big players who are entering with ad supported tiers. So yes, of course they are a competitor. At the same time, I will note there is a difference between being free. And asking people to pay to watch ads.”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“So, when you talk about the SVOD PL, you mean the big streamers. The Netflixes and the HBO Max and the Peacocks, you are not paying for a new Lord of the Rings series. You are not paying the Game of Thrones showrunners to show up and do more Game of Thrones the way the other streamers are doing at massive rates. You are paying for a catalog, though. They also have catalogs. They've paid for those catalogs, and now they are investing in advertising. That is driving a lot of Netflix's growth. We've talked about the money that's coming from traditional linear television into streaming into connected TV. Is Netflix now your competitor more directly? Is that something you think about? You've got to take dollars away from Netflix as the money moves to advertising supported streaming?”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“Anything close to the kind of money. And S-Fod models are very different than an AVOD model. You know, being ad supported, the business model is different. We've been doing it for a long time. And you just, you're not anywhere close to the levels of investments and content that those other businesses have on their P&Ls. If I was sitting on a P&L like that, I would not be making that statement. But TB had done it differently. And so I think the path for profitability for 2B does actually just come from Little bit more leverage on every incremental quarter of growth. And we do feel very comfortable and confident that we are sort of in control of up.”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“It's definitely a strategic one. By the way, I don't mean to imply that it is as simple as. A switch, having taken Vimeo to profitability is never that simple. But the point that I was trying to make is that the path to sustainable profitability comes from sustainable growth. You can't be sustainably profitable if you're like cost cutting because your revenues aren't growing in a way that can persist and that is predictable. And I think what I see with 2B is I see that path. to very predictable sustainable growth. So for me, it is more of a capital allocation decision. It's how quickly do we want to invest in sales or marketing or R&D to take share in a market that is fluid and dynamic. And right now we are making a choice that we do want to invest. That being said, I say this very, you know, we have not burned.”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“I am usually thinking for all three of those things to be true in order to really feel confident in moving forward. When it comes to the more like tactical, Me, it's usually what's the fastest path to minimum viable validation because I think in a market where there's no place, you know, there's no rule book. We're not iterating on a mature market. We're in a space that's extremely dynamic. I tend to be more open to experimenting and to questioning perceived sort of truths about how things should be done or have been done. I tend to be willing to kind of try things, but for me it's time is money and it's the speed with which we can quickly sort of assess very intellectually honestly whether something's working or not.”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“When it comes to strategic decisions, you know the big stuff, the stuff that has real trade-offs and implications, I tend to think of it sort of like in through questions, I like to ask. The first is, are we solving a mission-critical problem? Like a problem that's big enough that matters. You can look at that as like, what's the TAM? What's the, you know, what's the business potential? But are we really like, have we identified a problem that is effectually worth solving? And then is our plan one that we think will enable us to actually solve it like well? Maybe, you know, it doesn't have to be perfectly, but we see a path to be able to solve that problem well. And then the third is, do we think that we can do that better than others over time consistently? And I tend to, when we think about a strategy, should we go after Gen Z, the audiences, should we do X in mobile? Should we build, you know, should we try and engage independent?”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“The role of mobile as a sort of a companion to connected CV viewing and as an enabler for discovery and engagement and even interaction in streaming, I don't think any of us have really cracked that on the product side. And I think ultimately none of us just watch and are decayed on one surface, like none of us. And so there's probably more work to do to really start to think about how those different surfaces interact with each other. And that might change the competitive mix.”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“Connected TV ecosystem is definitely more competitive. It's also where most of the ad dollars are. Right. So it's sort of like it's competitive, but also today. That is where what you're seeing is you're seeing these massive linear TV ad budgets and they haven't even really moved as much as they probably will. And it's primarily connected to TV. I think YouTube share that stat that initially kind of blew me away, but then didn't, you know, now I think about it, it's not that surprising, but like over 50% of even YouTube's viewership is on, you know, smart TVs and non-mobile. So it's competitive, but that's where the money is and probably where the money will continue to flow for a multi-year period. So it's sort of, you know, it's competitive, but it's also. Kind of makes sense. And it's worth competing. I will also say I do think mobile”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“Do you see the benefits of real competition in the TV ecosystem versus the phone ecosystem, right? I think Vimeo was very much a web company than the mobile era happened and there was many, many transitions there. That's why you led it to becoming more of an enterprise company. That was really hard. And I think the phone ecosystem is just not very competitive. There's two platforms. They set the rules. This is what we got. The TV ecosystem seems vastly more competitive. You've got the experience now on both sides of the coin. Do you see more competition? Do you feel there's more opportunities to innovate in terms of the business model, in terms of creator payments, in terms of all of the things you need to do to build different kinds of businesses? Or are we going to converge on subscription apps like we kind of did in mobile?”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“I think you will see, I don't know if consolidation is the right word, but you're gonna see that there's too much fragmentation in that space for sure. Is it gonna go where in mobile it's gotten to where there's just like a few dominant players, I don't know, but there will be some consolidation. And I'm sure that will present unique challenges on the economics. But we have a pretty rich ecosystem, not just connected TVs, but on mobile, on web. I think they're going to be even more surfaces in the future, whether it's headsets or cars or treadmills or whatever it is. And we'll just continue to make sure we provide as native and frictionless and smart and dynamic an experience. So if you're asking, you know, do I think the current ecosystem will Persist and is it sustainable? I don't. And I think we'll just see more. But isn't it asking?”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“The reason I'm hammering with this is because of the thing you just said. There are so many players in the TV market that almost every layer of the stack, right? People buy TVs, they buy devices to plug into their TVs, they buy game consoles. I compare that to the smartphone market where there are two players that move basically in lockstep in terms of their business arrangements. One changes their rates, the other one changes their rates, and no one has been able to break it until the regulator showed up. On the TV side, you have something that should lead to a whole lot of competition, right? You've got all these players at all these layers. You have open access because of HTMI. All this stuff. Do you perceive that competitive dynamic is leading to different business outcomes with different partners? Or is it still just lockstep?”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“Well, I mean, I think it's just a tangled web of weird partnerships and old boys club relationships. I think also at the end of the day, everyone has to ship their app on Apple and Google's platforms, and they don't want to poke that bear.”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“You mean for studios, or you mean for our licensed originals? We kind of participate in a variety of ways because of the scale of our library. You'll see us do like traditional Hollywood style deals with front ends and back ends with studios and production houses. You'll see us license and acquire content from anyone and everyone, really, if it's the right content. You'll see us do deals where we share based on ad revenue, the economics. And then with Studios, which is this newer incubation program, we're actually just starting with an upfront guaranteed payment that we think de-risks the economics for the creator because we don't yet know exactly how we're going to drive the viewership and the monetization. But we kind of see, I would say, quite a broad variety of economic models. I think each can work depending on”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“You know, eventually sort of everyone will act rationally. That's kind of the bet we're making. And in fairness, I think it has worked and has been working. As I sit here right now, I don't see, I'm not seeing anything in our numbers that would indicate a reason to deviate.”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“I think of it differently. I don't think preferential treatment is a goal for us. It's more, we want any audience that is choosing to be a Samsung customer or a Roku customer, an Amazon customer. We want to make sure that we are there, that we are serving that audience. And I think that our bet is that, yes, there's negotiations and there's leverage and all of these things, but ultimately if you build a brand and a destination that is truly serving audiences better than others and you have unique content from unique storytellers in a model that's stronger than others, you'll be able to at least get your fair share, I'd say, of the sort of visibility. That may not be the case with every partner, but if you're working with 50 of them.”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“And your leverage in that ecosystem will grow. It's what I have seen to be do consistently well over the last 10 years that has led to the place it's at right now. And we're not going to deviate from that. Obviously, I can never say never, but barring any major changes on that front, that's what you'll see from us.”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“And there is an aspect of which you want to stay pure. Here, I want to focus on viewers and engagement audiences, but there are rules that are being set that are pay to play and that are based on the business model realities of some of those other platforms. And I think the approach that we've taken and that we're going to continue to take is we want to be ubiquitous wherever our viewers are choosing as their surfaces, we will find a way to participate thoughtfully and create win-wins with that partner, but we're also not putting all of our eggs in one basket. And the more ubiquitous we are across all of these surfaces, the more we control our destiny. And over time, if we stay true to that value prop that we're prioritizing above all else, if you have the most engaged audience over time, you will be the right destination for advertising.”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“That I have to answer. Yeah. Look, it's actually not hard to answer because the answer is very simple. We're in a market. And look, I've been here before with Vimeo where your competitors are your partners.”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“It seems like there's not just technical differences between each and every one of those platforms, but very significant business model differences. Amazon is just happy to fistoon its interface with ads. I don't know what Apple's doing with TVOS. Samsung wants to bundle everything. You can just go down the list and say, okay, these business models are all pretty different. Most notably, all of them want to cut of your ads, right? If you run ads on their platform, they all want a piece at different rates. How do you think about those negotiations? Are there more platforms that are more lucrative for you that you invest in more or is it just an even split across them? Is there one that's less circuitive that has more audience? How does it break down for you?”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“More strategic way than if somebody were to stand up a service like this from scratch and have to spend all the years building that institutional knowledge and those capabilities. So it's not a small thing, but I do think we've done quite a good job. There are still challenges. There's still walled gardens, right? We have to sort of deal with. But I think we've kind of managed that better than most.”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“The engineering challenges is it is significant for exactly that reason. We do have to have teams focused on each OS. Each of them are very different. They play by different rules. And you obviously want to get scale and impact across the ecosystem while also optimizing for each one. We have spent quite a few years getting that exactly right internally. So how we think about sort of the surface and having the engineering and product teams optimize for a surface versus the ecosystem and recognizing that our audiences are often traversing multiple services. And I think our engineering structure reflects that. And generally, I'd say I've been very impressed with how strong to be is on that front. And it does enable us to move probably far faster and in”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“When you talk about bringing product and technology together, the product experience of the 2B app is pretty similar across platforms. But then on the engineering side, you're actually deploying to like 50 different streaming operating systems. Samsung has ties in. There's a ties-in TV right behind me. Boy, do I have feelings about that TV? Obviously, Apple has TVOS. LG runs WebOS, which is amazing. The history there. on and on and on. Roku is its own OS. How do you think about that bet? Because that seems like a level of complexity for consumer product that, I don't know, TikTok doesn't have to think about. They deploy to two operating systems on the web, and that's that.”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“Brought on a new sort of chief product and technology officer, former meta of Tintrip and Instacart leader. But that's an example where as I look to the future, I want us to be more innovative on product experience UX. And I also appreciate that you really need your engineering team and your product teams to be in real lock-up. So that is probably one kind of adjustment that we've made. The other one is on the sales side is just how do we better unify.”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“I've been at the company now for enough time to, I think, have a really clear sense of what we need to do and how internally we want to organize. Structurally, the business hasn't really changed, and I don't think it will in that we have a typical functional structure. So you have a CMO, you have a CRO, you have all the different functions. They're born into me. That's how we work. There's been a natural evolution, I'd say, on the executive team. You kind of have people who came to B when it was a startup, and now we're at a very natural kind of level of scale where it's a different job and you got to make sure that you have people who are excited to be in that stage of growth. So we've definitely made some adjustments there. Probably the biggest one that I think is recent is I did make the decision to unify our product and engineering teams into one. So we just”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“Actually, Tubi's CTO is going to be the ad rise. It's helping drive the ad rise business. So yes, those are examples of synergies. I think they make a ton of sense. And actually, they'll probably accelerate Tubi's monetization strategy by helping us unlock more dollars from those linear CV budgets that are moving over.”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“There is one aspect in which it's happening, and that is it's actually driven by, I think, very much by 2B, which is 2B's ad tech. He is actually, as I said, it's a very strong, it's been honed for over a decade, and we will see us look to actually bring that ad tech across the Fox portfolio. So if you're an advertiser and you want to buy and plan to buy advertising across Fox Sports and to be for the Super Bowl, for example, you should be able to transact and measure across one technology stack. So that is an example where you can create real synergies from the technology investments in Tubi. The reality is the majority of the inventory that transacts on that will still be Tubi inventory given the scale and growth of that business. So that's an example where, and we just actually, Tubi used to be called ad rise, fun fact. So we brought the name back for this new ad tech. So we are now, and”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“I was listening to Lachlan Murdoch on the last Fox earnings call, and he said, Our viewership is declining and it would be worse if it wasn't for Tubi, which is growing, and now is it, I think you said nearly 80 million viewers. That means Fox is paying attention to me, right? Like there's a number that would look a lot worse if Tuby wasn't there. You said there weren't synergies. People can think about Fox, whatever they want, especially the fact that it's run by family, which famously was the model for the family in succession. I'm just going to say a thing that is true. Once that starts happening, any company is like, we should leverage this technology elsewhere, right? We should take the engineering talent we have here or the product stack that's been built here. Or we've got all these engineers over here that built a recommendation system and we should get some synergy out of it. We should get some more value out of product. Is that part of it happening? Because that is just normal big company stuff.”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“It's remarkably, I mean, so sincerely not come up in the, you know, 10 months that I've been there, I do just think the business is just there's there's sock sports, there's Fox News, there's Fox. They're run fairly more entrepreneurially than I would have expected. I don't see, it's not run, Fox doesn't run as a conglomerate. There's not four synergies. It's very much like I think, and maybe that's just 2B, by the way, but it feels like we have been given a lot of the freedom to build the culture and make the choices we want to make independent of any of our other sister businesses. So it hasn't come up. If I think about what we've done in the last nine months, 10 months, I think we've probably doubled down on the to be specific audience, which does look very different from other audiences in the Fox portfolio. It has not been a point of tension. It is simply a point of”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“In the family. That's a great example for sure. And look, I'm all about that. I'll do that all day long, you know, and I think you have to, yeah, you're in a competitive industry. We have to turn those things into religages.”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT