YouSaid · the spoken record

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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“Sports and in entertainment. And we actually don't really partner as much as we should in certain ways. And we are in a competitive industry where you have to create your own unfair advantages. And so part of my job is actually looking at ways we can do that that helps further the mission of Tubi, which is to get people access to all the world stories. So thus far, it's been a less convoluted kind of structure as you might think or you see in other instances. But I think you'll actually hopefully in the coming year see us partner more explicitly and integrate in ways that make sense for the business.”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“I was really surprised and I think pleasantly surprised when I got to Tubi and how it's operating within Fox. For the most part, Tubi runs fairly autonomously. It's, you know, got its own team and certainly reports up into Fox, but has its own team, I would say has its own DNA, has its own culture. The Silicon Valley roots are very strong. We're still, you know, the majority of the team are engineers. And we've done things like changed our branding, launched new original content, launched new beta programs. It's been very much, I think, a typical, if you were a startup and you had investors, that kind of relationship to date. I would actually take a slightly different perspective on the future, which is I think to be should leverage Fox's advantages more explicitly. There is great Fox IP.”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“Yeah, so Tubby, I think we just celebrated our 10-year anniversary. And it's classic Silicon Valley startup roots. So, you know, prior founders engineering background built NSF, very strong technology R&D, culture, and was acquired by Fox almost four years ago now. This was something that was really interesting to me. I'm a big believer and I've learned firsthand.”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“Funded budgets and they're getting millions and millions of views on their movies and shows on Tubi. So there's something there. And I think it is incumbent upon a platform like Tubi to figure it out.”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“Is that we're working with some of these creators, we'll pay them upfront fee for their IP that is on par or better than what they would get in Hollywood. Eventually, we hope to be able to sort of have a way to share in sort of performance-based results, but it's a beta, so we have to kind of see how it goes. We're pairing them with mentorship, with production support. We actually have Issa Ray, who is going to be a mentor. And Issa is one of the few Hollywood icons who started on social. She's a great example of somebody who kind of made that transition. I think that there's something there. And the reason that I'm optimistic is if I just look organically at what's been happening on Tubi before we launch this, we've actually seen dozen of aspiring filmmakers in communities like Detroit or Atlanta who are using homegrown personal”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“Combined it together, and it's in beta, and we're just starting. But, you know, the thinking there is we're not trying to find TikTok creators and have them slightly expand the time of their content and put it on TV. That's not what we're trying to do. But what we are looking for is aspiring filmmakers who previously would just would not have been able to operate in the Hollywood ecosystem because budgets had to be so high because the people making the decision to green light are executives where you have to have a relationship to get in the door to even have the meeting. We're basically trying to find those filmmakers that have stories to tell that belong in the form of a future length documentary or movie and bridge that gap where you can create short form content for free or you can spend $40 million on they can't live in those two extremes. There has to be a middle ground. And just to give you a sense of what some of the things we're trying.”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“Don't think they're mutually exclusive. I genuinely don't see it as an either or. I just see it as a natural progression for a lot of creators and storytellers. And look, I'll be the first to admit no one has cracked this, as we know. I think Tubi's, we're going to try. And I think we can do it in different ways. To be more explicit, this fan-fueled studio, we launched it last month. It's called Stubios, you know, because we took Tubi plus Studios. It's a good name.”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“Inside of that idea when I look at it, it's still the idea that you're going to go from a creator platform to Hollywood. And that will bring you more status, more money, more fame, something. The rates will change in a real way. But when you talk about competing with TikTok, the big advantage TikTok has is everyone makes TikTok content for free, and you have to pay for it. But the monetization is the same, right? You're still selling targeted advertising to an engaged user base. How do you make that work out? That feels like the problem for all of the sort of fast channels is you're paying for content and I can watch American Psycho on TikTok and they didn't pay a cent for it. And that, I don't know how you reconcile that.”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“From short form UGC content. But there's definitely that connection. I'd also say, Nila, I think you'll see Tubi look to do this and I expect others. We are also thinking about social creators and how we can bring more of those and platform more of those voices into Hollywood. Because again, for that younger audience and that younger generation, they don't want to delineate so much between the talent that they see on those screens. We recently launched the first fan-fueled studio in streaming, and it is essentially an incubator program that is intentionally designed to find some of the sort of first-time filmmakers who have built real fandoms on social and actually work with them and partner with them to produce content that we think makes sense for Tubi.”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“To me, there's something there, but no, today that's not a proven scalable funnel for us. What I do think we do really well with social is we use it as a feedback loop and a listening tool. And that is very concretely real for Tubi. So we have numerous times kind of been able to see these fandoms and communities getting traction around either an old piece of IP or something else. And we will do things. You know, we had a one-off special that we greenlit based on Western horror fans in Canada. And, you know, it turned into a show that got 600 million video views on social in a day, right? Of course, that ended up driving massive traffic to us. But I think for us, it's more, it's a way to listen. It's a way to understand what fandoms are looking for. And then we really think about the content that we offer as quite different.”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“You start to be able to build that moat because you're so far ahead of everyone else, you can just be better and better. And that's why I think in some ways it does sort of feel like it's sort of a little bit of a mix of that Netflix and YouTube kind of combo.”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“I think there's definitely a part of the appeal that is fatigue around paying subscription fees and it's just friction in general. But again, I don't think that's a moment in time. I think it's because the other alternatives for being entertained are so free and frictionless. Again, I can just open up my phone and scroll on Instagram or TikTok. And when your job is to entertain and those are the other options, you have to meet the audience with the same level of ease and choice. We've all become used to when I open TikTok, I expect TikTok to kind of tell me what's in the moment to be in touch with what's in culture, what I should want to watch. And I think that is definitely a tailwind that is striving to be's business model. And because we have the scale.”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“Of data we have, we do a really good job once you discover to be of having you stay and engage and come back and watch more. We call them the Tubi rabbit holes, which is people come in and we get really, really good at helping you find many more things. And it is. It's a combination of the technology plus the content plus the business model. But I would say it's, you know, I hate to use the F word because I usually am very skeptical of using this, but it's the closest I've seen to a flywheel in the streaming space where the more data we get, the better we are getting you to watch more, the more we can listen and respond in our content, and the more the cycle continues. And so, you know, from everything that we can see, we just think we've got sort of product market fit. And that's a very powerful thing.”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“Yeah, I mean, look, the growth is exciting and real. I think we're nearly 80 million monthly active viewers. We continue to kind of move up the ranks in viewership. And it does look like we're kind of gaining share versus the broader industry. If I look across all the different sources of traffic or visitors, we see growth across all. And there's little nuances here or there, but it's generally coming from, I think, a broader tailwind in the industry, right, towards people wanting to watch that free content. The other thing that 2B does really well is because we have such a large library, when you want to find that random movie, we are there. We're the only place where you can find it. And then we do a really good job. We've invested heavily over the last 10 years in machine learning and just mastering personalized experiences. And because of the scale.”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“Super Bowl. But we're building a brand that stands for something and stands for sort of programming for that younger Gen Z diverse audience because we want people to know and come to be and expect to feel that they're going to be entertained in a certain way. But then we do, of course, partner with Amazon, Roku, and so many other LG, all the TVs to be able to be discovered. And I think what we're finding is that if you take a sort of agnostic approach and you try and be ubiquitous across the ecosystem, you start to get benefits because you can see, observe, and optimize for your viewers across that whole space. So we're not a walled garden. We'll meet viewers and audiences wherever they are. And we partner with everybody. But also, you know, it sort of enables us to start to control our own destiny.”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“First, I'll just make one delineation when we use the term fast, because as I came into this job, I learned sometimes fast just means free ad supported TV, and then sometimes it means these sort of linear live channels. And there's a lot of conversation in the industry right now about fast channel. Tuby's actually not a fast channel. So we do look if you opened up the interface. It's on demand. And 90% of our viewing is on demand. So it really is a more Netflix-like experience, but just with a much larger library and free. But in terms of how people discover and come to us, we're pretty ubiquitous. So we're on over 28 devices connected to TV apps for sure, mobile, web. We've done, I think, a pretty intentional sort of intentional strategy of both building up our own brand. You know, you may have seen our Super Bowl ad last year. Hopefully you'll see one in the next.”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“And so, in sort of a weird way, what we're trying to be is kind of like the best of Netflix plus the best of YouTube, right? We want to offer great movies and TV shows, but it's also this vast long tail free library. And what you're going to see us look to do more and more is bring more unique stories from unique storytellers into our ecosystem. The reason I think that's going to work is one, it is already working. And, you know, the momentum of audience adoption and engagement on two be super exciting and continuing. But two, it's what we hear every day when we look at younger audiences, Gen Z, Millennial, what do they want to watch? How do they want to spend their time? We're kind of seeing that we can listen and build fandoms by responding to what they want. So that's the bet we're making. And, you know, hopefully in the next few years, we'll be able to prove that out.”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“Free for viewers. There's no subscription fees, there's no tiers, there's no packages, there's no add ons. We're not asking audiences to really take any actions other than open up our app. I think that is really important and will be increasingly more important as younger audiences cut the cord or the cordless generation as they think about how to spend their time.”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“I couldn't agree with you more that that is a problem. And I think what you see today is incredible fragmentation and friction for audiences and viewers who just want to be able to entertain. Often we think our market is streaming or television, but we're in an attention economy and actually what we have to do is build an offering that is easy and delightful and more entertaining than also opening up TikTok or gaming. I think that what you see today, yes, we see price increases, we see bundling. To me, they do largely reflect a reactive strategy based on P&L realities versus, again, putting sort of the viewer at the center. And Tubi is trying to do things differently. And there's a couple different ways structurally that we're doing that. First, we're 100% ad supported and”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“Well, I got to spend nearly a decade at Vimeo. And as you said, I think we're really proud of everything the team built in terms of empowering creators and everything we did over that time was really about how do we lower the barriers for professional video creators to be able to make content, distribute content, monetize content. And I do think that the streaming industry is up for grabs. And the reason I got super excited about Tubi is I just see a huge opportunity right now specifically to put the viewer and put audiences kind of back in the center. I think Tubi has an opportunity and has the scale and has a unique business model and the momentum to shape the future of entertainment. And those opportunities don't come along often. And so it just felt like an exciting time. And, you know, after spending so much time thinking about creators, I'm excited to help kind of connect.”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“So, you are at Vimeo the last time you were on the show, we talked a lot about just the economics of video on the internet, creator platforms. You transition Vimeo from being a creator platform competitor to YouTube into more of a bespoke enterprise product, then you went to Tubi last September. You've only been there a minute. The streaming industry feels like it's up for grabs. There's price increases in bundling. What led you to leave Vimeo and go join Tubi?”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“I am very excited to have you back. I believe you are our first repeat guest, who is the CEO of a different company your second time because you were on the show before as a CEO of Vimeo, but you've left Vimeo, you're now the CEOB. I think that's a first for us. So thank you.”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT
“Welcome to Decoder. I'm Neil Patel, editor in chief of the Verge, and Decoder is my show about big ideas and other problems. Today I'm talking with Anjali Soud, the CEO of Tubi. Tubi is a free and very rapidly growing streaming TV platform. The company just announced that it has 80 million monthly active users, and according to Nielsen, it had an average of a million viewers watching every minute in May of 2024, which beats out Disney+, Max, Peacock, and basically everything else except for Netflix and YouTube. All those streaming service price hikes are driving people to free options. Tubi is right there to catch them. Anjli just joined Tubi as CEO last September. This is actually her second time on Dakota. The last time she was on the show, she was the CEO Vimeo, which means she has a pretty broad view of what's going on with Vimeo on the internet and streaming in general. So we got into it. The streaming industry is basically in a moment of turmoil and change right now as a bunch of huge investments in content didn't really result in the”
2024-06-17 · Decoder with Nilay Patel · Why Tubi CEO Anjali Sud thinks free TV can win again · IDENTIFIED FROM THE TRANSCRIPT