“Tubi started as a tech platform before it was a streamer,” Parlapiano said. “So we’ve been perfecting the ad-supported model for a decade. Over time, our tech and our machine-learning have gotten good at being like a streamer, with the best way to connect and discover things you want to watch.”

Sports teams are tapping into streamer audiences

But it’s not solely community-based fan platforms and streaming services navigating the ever-changing landscape. On the sports streaming side, which is seeing increased demand among audiences, many sports teams are figuring out how to work with streaming services as sports rights deals continue to be a point of contention for some. 

Adam Grossman, executive vice president and chief marketing officer of the Boston Red Sox, said the sports world is still figuring out the streaming space, but the changing ecosystem is presenting opportunities as well.

For instance, Grossman explained that the Boston Red Sox and the MLB are working with Netflix on an eight-part documentary series coming out next year, which will follow the team throughout the entire season. 

From a marketing standpoint, Grossman said it would be fascinating to see the benefits that come from the series and whether it will have a ripple effect through baseball as the league taps into Netflix’s more than 270 million global subscribers.

“We think this type of appeal will be impactful, not only for the Red Sox audience but also for how we can pull in this much larger audience to grow revenue and keep that relationship going well beyond the eight episodes that’ll come out,” Grossman said.