Tubi, the free ad-supported streaming service owned by Fox, has unveiled a new feature designed to set it apart from its rivals, such as Pluto TV and the Roku Channel, as well as put it in closer competition with short-form video-sharing platforms like Instagram Reels, TikTok, and YouTube Shorts.
Called “Scenes,” the feature allows viewers to explore short clips from over 250,000 popular TV shows and movies, including “classics like”Django Unchained,” “Drumline,” “I Am Legend,” “Jumanji,” “The Amazing Spider-Man,” and others. The aim is to boost user engagement and content discoverability.
Users spotted a test of Scenes back in August, but now it’s rolling out to everyone. The Scenes feature is available on Tubi’s mobile app on both iOS and Android devices.
Tubi’s entry into short-form video aims to attract viewers, especially younger audiences, whose viewing habits are shifting in the rapidly changing streaming landscape. However, Tubi is taking a different approach than TikTok, which is reportedly experimenting with minute-long, TV-style shows. Instead, the streaming service is focusing on using short clips from its shows to help viewers discover content from its library and encourage them to watch the full episodes.
“We want to meet the viewers where they are, which on mobile means they’re on the go,” Mike Bidgoli, Tubi’s chief product and technology officer, told TechCrunch. “One of the flawed assumptions is that people have a lot of time [to spend] on their phone. But the reality is they don’t really have that much time. A lot of the time, people are on a quick break between meetings, waiting for a ride, or on a coffee break. So what we need to do is create a quick shot of entertainment.”
The new Scenes tab is located in the center of the menu bar at the bottom of the screen. Like other short-form video apps, users can swipe through a vertical feed to watch a variety of trailer-style videos lasting between 60 and 90 seconds. On the right side of the screen, users can tap the “Like,” “Save,” and “Watch” buttons. The “Watch” button is especially useful, as it allows people to go directly to the movie or TV show. When users tap “Save,” the title is added to their My List for later viewing.
Tubi’s machine learning engine operates in the background, tailoring user experiences to their preferences. As viewers interact with Scenes by saving content to their “My List” section, the recommendations will become more personalized.
Additionally, while Scenes is exclusively on mobile, there’s also an option for iPhone and Android users to cast Scenes on their TVs. Supported devices include Apple TV, Chromecast, Fire TV, and Roku.
Bidgoli said it’s too early to think about future iterations, but he did share some ideas for Scenes that may be planned for later. This includes integrating the experience into the home grid rather than keeping it confined to a single tab. Another idea is to allow users to share clips on social media.
Currently, Tubi is not planning to add a comment function. If it were to do so, Bidgoli emphasized the importance of ensuring that “integrity is done right.” He added, “The last thing we want is for our corner of the internet to become negative.”
Tubi has explored various ways to encourage consumers to download its app. Last year, for example, the platform experimented with a ChatGPT-powered search tool called Rabbit AI. However, the company confirmed to TechCrunch that it has shut down the feature, likely due to low user engagement.
Bidgoli hinted that within the next six months to a year, Tubi is going to heighten its focus on its mobile app experiences.