News Corp Australia’s managing director of client partnerships, Lou Barrett, is bullish on Tubi’s potential in Australia, describing it as a “sleeping giant” that’s primed for advertisers. With connected TV (CTV) becoming a major player in media consumption, News Corp’s strategic move into the space through Tubi offers a promising new avenue for brands.
“Tubi is the big one,” Barrett tells Mediaweek. “We haven’t had any CTV in our stable before, which allows us to engage with advertisers who have traditionally focused on broadcast TV and streaming services.”
Tubi: The advertiser’s dream platform
Tubi, the ad-supported streaming platform owned by Fox, is already a force to be reckoned with in the U.S., ranking as the third-largest streamer behind Netflix and Amazon Prime, and on par with Disney+. With 97 million monthly viewers globally, its user base is significant, and notably, 57% of its audience falls into the highly sought-after Gen Z and Millennial demographics.
Barrett points out that despite its presence in Australia, Tubi has remained under the radar due to a lack of marketing. That’s about to change. “Imagine when we throw the weight of News Corp and our assets behind promoting Tubi,” she says. The platform already attracts 1.3 million Australian viewers per month, watching for an average of three and a half hours. “Once we leverage News Corp’s might, we’ll see those numbers grow significantly.”
From an advertising perspective, Tubi’s model is particularly attractive due to its lower ad load compared to other AVOD (advertising-based video on demand) platforms. While competitors run six to eight minutes of ads per hour, Tubi limits it to three to six minutes. “Less clutter means lower cognitive load, which results in better engagement for brands,” Barrett explains.
Lou Barrett, D_Coded 2025.
Expanding News Corp’s video narrative
Beyond Tubi, News Corp is making video a central pillar of its digital strategy. “Video, video, video, that’s our focus,” Barrett states. “We’re growing video across our major publishers, whether it’s The Australian, our lifestyle verticals, or our state-based mastheads. It’s the company’s biggest narrative.”
News Corp’s expansion into video also means tapping into advertising budgets that have traditionally been reserved for broadcast TV and premium CTV platforms. “There are industries like QSRs (quick-service restaurants), motoring, finance, and insurance that primarily focus on 30-second TVCs,” she explains. “Now, we have a compelling offering to engage these advertisers in both long and short-form video formats.”
Engaged reach: The metric that matters
A key theme for News Corp’s upcoming D_coded event is ‘Engaged Reach’, a metric that goes beyond simple audience numbers to measure the depth of engagement. “Simply reaching audiences isn’t enough anymore,” Barrett asserts. “Engagement is what drives ROI, and Engaged Reach ensures brands’ messages are truly resonating.”
During D_Coded, case studies from Chemist Warehouse, Subway, Inspiring Vacations, and Mars Petcare also demonstrate the real-world impact of Engaged Reach. “Each of these brands has seen tangible returns from their partnerships with News Corp,” Barrett reveals.
Attendees also heard from News Corp’s new head of data, Dean La Rosa, on the evolution of Intent Connect, the company’s data-driven ad targeting solution. Barrett was keen to emphasise that unlike many media players that promise new innovations but fail to deliver, News Corp has a track record of execution. “We don’t do smoke and mirrors,” she says. “Every year, we bring solutions to market, and we deliver on them.”
Dean La Rosa,D_Coded 2025.
The rise of AI and trusted journalism
Finally, D_Coded featured News Corp Australia’s executive chairman, Michael Miller, discussing the role of AI in media and the increasing importance of trusted journalism in an era of misinformation. “The demand for credible news is higher than ever,” Miller said. “That’s why News Corp’s commitment to quality journalism remains critical.”
As D_Coded winds down, Barrett and her team are confident that News Corp’s video expansion, Tubi’s growth, and their focus on Engaged Reach will create significant opportunities for advertisers. With a powerhouse of data, content, and platform reach at its disposal, News Corp is setting itself up as a leader in the next phase of digital advertising in Australia.