Tubi is accelerating efforts to attract new advertisers.
On Tuesday, the Fox-supported free streaming service announced a new collaboration with Apple TV. This partnership will introduce live F1 “altcasts” during the 2026 Formula 1 season, accessible for free. The programs will feature leading creators who are racing experts, providing insights and commentary. The initiative seeks to broaden F1’s reach beyond the Apple paywall and connect with a younger, tech-savvy audience. Tubi is set to reveal specific altcast dates in the upcoming weeks.
This agreement illustrates Apple’s strategy to draw fresh attention to F1 as it begins a new five-year partnership with the racing league, which previously aired its events via Disney’s ESPN.
Tubi disclosed the new programming during its “NewFronts” session on Tuesday, part of a series of presentations to digital platform advertisers.
Tubi also introduced innovative interactive advertising formats. One format applies an interactive overlay on “pause ads” that provides information about what viewers are watching, including details like cast, soundtrack, and trivia. Advertisers can draw from recent content scenes, using visual cues, tone, and sentiment to create timely messages that resonate when viewers pause content. Another ad format allows advertisers to enhance “pause” capabilities with carousels, trivia, and polls, enabling them to convey multiple messages or promote more than one product.
“With massive scale, original and exclusive programming that aligns with cultural trends, and industry-leading investments in ad tech, precision, and measurement, we are helping advertisers achieve greater reach, relevance, and efficiency at a time when they need it most,” Anjali Sud, CEO of Tubi, stated.
