Dixon Baxi Channels Tubi Logo

Nod To The Rabbit Hole

Tubi, Fox’s ad-supported streaming service, is rolling out a new brand identity as it continues to scale as the streaming choice for the next generation of audiences. Developed in partnership with design agency Dixon Baxi, Tubi’s new brand identity began rolling out to all supported platforms across all markets this winter. The new Tubi brand identity features more vibrant colors and iconography across consumer touchpoints, including a bright yellow logo against a “turple” bacground, and new sonic branding accompanied by bouncy animation, that has a playful tone.

An updated homepage and UI leverages symbols that bring more dimension to the traditional content grid including a nod to the Tubi rabbit hole, first introduced in the 2023 Super Bowl campaign, to bring viewers into the experience. (In the Super Bowl ad, people were thrown down literal holes by anthropomorphic rabbits). Comments Nicole Parlapiano, CMO at Tubi: “Our viewership growth is strongest with young, multicultural audiences and they love Tubi for the rabbit holes, the nostalgia and the content they can’t get anywhere else. In this new brand system, we wanted to give them a fun, bold and engaging platform, that remains frictionless and 100% free, to indulge in the content that reflects their passions. See you in there.”



In January, Tubi increased its share of total TV viewing to 1.5% according to Nielsen’s The Gauge report, and continues to see traction among younger, multicultural audiences. “During a time of seismic change in entertainment, Tubi continues to grow and resonate with audiences as the most watched free TV and movie streaming service in the U.S.,” said Anjali Sud, CEO. “Today we’re sharing a new brand direction that reflects our evolution and serves as the foundation for what’s to come.” Sud notes that 63% percent of Tubi streamers are cord cutters and cord nevers, and 30% are unreachable on other major free AVODs, according to the November 2023 MRI-Simmons’ Cord Evolution Study. Also according to MRI, Tubi’s growth has continued to gain momentum amongst young, diverse and female viewers with 60% growth in the 18-34 demographic, 55% growth in Multicultural demos including Latine, African American and LGBT audiences and 63% growth in female audiences, year over year.