Tubi has hired Courtney Sanchez as chief strategy officer and executive vp of operations, charged with using data-driven analysis to help grow the Fox-owned free, ad-supported streamer.
The former COO of Vimeo and HBO exec will be responsible for ensuring the right data and market insights for the TV and movie streaming service to continue growing its audience beyond the U.S. market.
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“Courtney is a strategic veteran who has sat at the intersection of media and tech for decades — I am thrilled to welcome her on board to help propel Tubi as we look to differentiate further in the U.S. and scale our formula globally,” Anjali Sud, CEO of Tubi, said in a statement Thursday.
The AVOD giant had around 74 million monthly active users as of September 2023 as it expanded into Canada, Australia and Central America, including Mexico and Costa Rica. While at Vimeo, Sanchez led efforts to take the video platform public and to a global user base of over 300 million viewers.
She also spent over a decade at HBO, where she held leadership roles in business intelligence and audience insights. Those skills will be available to Tubi as, like rival streamers, its business model hinges on data-driven analysis as it relies on a tech platform and content algorithms to reach and retain viewers.
“It’s a pivotal time in the entertainment business as the streaming landscape shifts increasingly towards ad supported models. Tubi’s leading ad tech, unique and growing audience and vast content library makes for a truly differentiated offering for advertisers, content creators and viewers,” Sanchez said in her own statement.
Tubi said it reaches one in four households in the U.S. market, as measured by VideoAmp from July to September 2023. The Fox-owned streaming service faces competition in the U.S. market from Paramount’s Pluto TV.
The growth at Tubi comes as the AVOD platform has expanded its content offerings to more than 200,000 movies and TV episodes and close to 250 FAST Channels. The platform has also produced or acquired close to 200 Tubi Originals, which it says have been watched by nearly 54 million viewers.
The Originals include a Black Noir cinema slate, produced under Village Roadshow Pictures and Content Cartel in association with Fox Entertainment Studios.
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