A Tubi
success story

Hyper-personalized user experiences drive increased advertising revenue

The need

Now a part of Fox, Tubi's global catalogue now features more than 300,000 movies and TV episodes. As the leading ad-supported streaming platform in the US and UK, Tubi is an ideal alternative to paid streaming subscriptions services. Tubi’s platform is fueled by a robust content recommendation engine that pairs viewers with the content they love, which is a huge draw for Tubi’s growing young and diverse audience and the brands looking to reach these audiences. Tubi has low ad loads and frequency optimization offering the ideal ad experience for both consumers and brands.

As Tubi's popularity continues to rise, the development team works around the clock trying to scale existing systems with more hardware. Simultaneously, the development team improves the user experience by adding layers of AI-driven recommendations to further individualize the customer experience.

The challenge

Tubi was in search of a single platform that could:

  • provide the always on, responsive experience their demographic have come to expect,
  • automatically scale on demand,
  • handle the complexity that comes with a Video On Demand service,
  • bring together AI and massive data volumes to create hyper-personalized content recommendations,
  • enable developers to focus on business logic, not break-fix band-aids across a distributed system, and
  • offer easy and robust integration with numerous technologies already in use, such as gRPC, ScyllaDB, Postgres, Datadog, Spark, AWS, and more.

The chosen solution also needed to be able to keep up with Tubi’s fast pace of innovation and be implemented quickly to meet business goals.

Akka has enabled Tubi to provide customer experiences unlike any other in the video-on-demand space.

Marios Assistis
CTO. Tubi

The solution

In addition to the list of platform requirements, Tubi was seeking a provider that would work with them as a partner to achieve a common goal: create better software for the video-on-demand marketplace. After researching, it was clear only Akka could deliver the technology, expertise and partnership Tubi sought.

Akka provides the platform that enables Tubi to build AI-native applications that can take advantage of the distributed cloud architectures, are resilient to failure, automatically scale up and down, and are highly responsive. Akka enables Tubi to easily apply AI to real-time streams of data. Providing individualized content and hyper-personalized user experiences customers crave and increased advertising revenue opportunities for Tubi.

Telemetry provides the advanced system observability and management required for Tubi’s highly tuned, massively performant application. Tubi also utilizes telemetry during development to ensure optimal performance before going into production.

“Akka has enabled Tubi to provide customer experiences unlike any other in the video-on-demand space,” states , Marios Assistis, CTO at Tubi. “Tubi is now able to deliver a unique level of hyperpersonalization that resonates with our viewers’ individual tastes and advertiser solutions needed by the world’s leading brands.”

The results

With Akka, Tubi has been able to increase development velocity while attaining the expertise, and confidence, to quickly solve complex issues that arise during development. Telemetry allows for better monitoring of services in production and a rich set of metrics used for smart alerting in production systems and quick debugging of complex interdependencies in the rare cases that issues do arise.
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