Fox Corp’s strategic focus on sports and streaming pays off

A new era for Fox Corp

In a landscape where sports and streaming video dominate the entertainment industry, Fox Corp has strategically positioned itself to capitalize on these trends. The owner of Fox News Channel and the Fox broadcast network has reported significant growth in ad commitments, particularly in its linear TV properties and the Tubi streaming platform.

The power of a focused portfolio

Jeff Collins, Fox Corp’s president of advertising sales, marketing, and brand partnerships, highlighted the company’s success in a recent statement. “Our focused portfolio of market-leading properties in Sports, News, Entertainment, and Streaming delivered year-over-year growth in both linear and digital advertising commitments as well as growth in overall portfolio pricing in this year’s Upfront,” he said. This growth is particularly notable in the context of the complex “upfront” market, where a surge in streaming inventory has led to competitive pricing dynamics.

Tubi’s meteoric rise

One of the standout performers in Fox Corp’s portfolio is Tubi, the company’s streaming hub. Tubi has seen rapidly accelerating double-digit volume growth, a testament to its momentum in the streaming marketplace. This growth is even more impressive considering the competitive landscape, with ad-supported tiers from both Netflix and Amazon Prime Video increasing the supply of streaming inventory.

Navigating the upfront market

The upfront market, where TV companies and advertisers negotiate ad commitments, has been particularly challenging this year. The introduction of ad-supported tiers by major streaming services has led to a glut of streaming inventory. This has forced many media companies to offer “rollbacks” or reduce their ad rates to meet pricing demands from buyers and advertisers.

Fox’s firm stance

Despite these challenges, Fox has managed to hold firm on its pricing for Tubi. According to insiders, the company did not see significant price reductions, unlike some of its competitors. This resilience has paid off, with Tubi attracting more than 25 new advertisers and seeing growth in categories such as consumer packaged goods, finance, and auto.

Sports: A winning bet

Sports continue to be a major draw for advertisers, with football leading the charge. Fox has secured double-digit percentage increases in ad volume for its sports programming. The upcoming Super Bowl LIX, set to be broadcast by Fox on February 9, 2025, is a prime example. The network is reportedly seeking around $7 million for a 30-second ad spot, reflecting the high demand for premium sports content.

Fox News: Steady as she goes

Fox News properties have also seen additional ad volume commitments, although CPMs (cost per thousand impressions) have remained flat compared to last year. This stability is a positive sign in a market where many competitors have had to make significant pricing concessions.

Primetime entertainment: Still a draw

Fox’s primetime entertainment programming has also performed well, with the network selling more inventory than it did in 2023. Advertisers remain interested in the larger audiences that broadcast TV can deliver compared to similar content on cable.

Personal reflections for enthusiasts

For cinema and TV series enthusiasts, the evolving landscape of streaming and sports broadcasting offers a wealth of opportunities. Platforms like Tubi are not just growing in terms of ad revenue but also in the variety and quality of content available. This makes it an exciting time for viewers who are always on the lookout for new and engaging content.

For those interested in exploring Tubi’s offerings, you can check out the latest trailers and information on their official page.

The future of streaming and sports

As we look ahead, the intersection of sports and streaming is likely to become even more significant. The ability to stream live sports events on platforms like Tubi could revolutionize how we consume sports content. This is particularly relevant for younger audiences who prefer streaming over traditional TV.

For music lovers, the integration of sports and streaming could also mean more opportunities to discover new music. Imagine a world where your favorite sports events are accompanied by curated playlists that enhance the viewing experience. You can explore new music on platforms like Spotify.

Final thoughts

Fox Corp’s strategic focus on sports and streaming has clearly paid off, positioning the company for continued success in a rapidly evolving market. Whether you’re a fan of sports, TV series, or music, the future looks bright with more content and innovative ways to enjoy it.