The quick summary:
At its television upfront on Monday, Fox kept its pitch tight and on-message: The television ecosystem might be convoluted, but Fox is focused.
The entertainment brand drew attention to what ad sales chief Jeff Collins referred to as its “first principles,” borrowing a line from Silicon Valley to convey its dedication to a streamlined portfolio of assets: live sports, live news, entertainment, and ad-supported streaming.
The presentation, held at the New York City Center in Manhattan, centered primarily on Fox’s content slate, with extra emphasis on the upcoming Men’s World Cup, Tubi’s continued growth, and a newly fleshed-out ad stack.
The biggest announcements:
The night’s biggest tech story was Fox Fan OS.
According to chief technology officer Melody Hildebrandt, the platform is an “agentic AI-native media operating system” built on two connected platforms: Fox Fan Studio, which powers consumer experiences, and Fox AdStudio, which connects brands to those audiences.
Fox runs AI inference against every second of its raw video in real time, extracting topic, talent, mood, and vibes, before comparing those insights against performance data to understand what resonates with fans, Hildebrandt said.
AdStudio offers advertisers a converged audience graph, a contextual engine for scene-level targeting, and full-funnel measurement across more than 20 data partners, with the ability to plug directly into brands’ own AI agents.
Meanwhile, Tubi CEO Anjali Sud made the case that the free streamer is now scaled enough to anchor an upfront pitch on its own.
Tubi has 100 million monthly active users watching more than 10 billion hours a year, and ranks fourth among streamers for reaching high-income cord-cutter viewers, ahead of Disney+ and Paramount, according to Sud.
