Just like the Land of Oz’s resident good witch, Glinda, Tubi knows about popular. And a new brand campaign is quantifying the Fox-owned FAST (free ad-supported streaming television) service’s increasing popularity with some eye-catching numbers.

With 75 million to 80 million monthly active users in the U.S., Tubi can officially boast about outranking popular things such as pickleball, water fountains, small dogs and even babies.

“We wanted to put the focus on the size and scale of our audience,” Tubi chief marketing officer Nicole Parlapiano tells ADWEEK about the knowingly irreverent campaign’s origins. “Everyone’s always shocked when they see how big we are, so we wanted to contextualize that number with other popular things.”

Co-created with the streamer’s regular creative agency, Mischief @ No Fixed Address, the “Tubi is More Popular Than” launch encompasses billboards, commercials and social collaborations with viral content creators like Girl on Couch and Taha Arshad.

Although some might be surprised to learn about the size and scope of Tubi’s popularity, Parlapiano says the campaign offers confirmation for fans that they have been part of the cool club all along.  

“Our fans have been singing our praises for years,” she notes. “It’s gotten to the point where they’re feeling validated that so many other people are discovering us. For them, these ads are about creating some FOMO (fear of missing out) and inviting newcomers to jump down the rabbit hole with us.”

But the Tubi team was also conscious of keeping its increasingly popular rabbit hole a mean-free zone. That’s why the campaign specifically avoids taking aim at any streaming rivals that it has surpassed—a list that includes Max, Paramount+ and Peacock.

Parlapiano confirms that a “more chippy” approach to Tubi’s competitors hit the proverbial cutting room floor early on. “We didn’t want to do that as a brand,” she adds. “In sales pitches, you’ll see how we rank against our competition.”

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