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Fox Corp. streaming service Tubi has updated its brand identity, with a new logo whose letters are designed to echo the company’s invitation to viewers to “find your rabbit hole.”
Compared with the prior orange-and-black palette, the new brand features more vibrant colors and the interface welcomes viewers with a playful audio tone. The updated homepage and user interface invoke the rabbit-hole concept, which was first introduced in a Super Bowl ad in 2023.
The refresh comes three weeks shy of the fourth anniversary of Fox’s acquisition of the service in 2020. It has continued growing significantly since the $440 million transaction, helping Fox offset declines in linear viewership and advertising. Fox cited Tubi as a key contributor to the company’s 12% year-over-year increase in ad revenue in fiscal 2023.
Last September, Fox announced that Tubi had surpassed 74 million monthly active users. In January, according to Nielsen, Tubi accounted for 1.5% of all TV viewing, a greater share than subscription services Max and Paramount+ as well as free, ad-backed rivals Pluto TV and the Roku Channel.
The new look is arriving several months into the tenure of Anjali Sud as CEO of Tubi. The former head of streaming video outlet Vimeo took over at Tubi last summer.
In a press release, Sud said the rebrand “reflects our evolution and serves as the foundation for what’s to come.” Marketing chief Nicole Parlapiano added that the goal was to provide viewers with “a fun, bold and engaging platform, that remains frictionless.”
The updated sonic branding, along with images of Tubi’s new look on various devices, can be found here.
