Tubi, the ad-supported streaming service owned by Fox Corporation, is significantly expanding its international footprint through a major content distribution and advertising partnership with Bell Media in Canada. This strategic alliance marks a pivotal step for Tubi as it aims to bolster its library with more global programming, particularly from Canadian sources, while deepening its presence in the competitive northern market.
Under the agreement, Tubi and Bell Media will collaborate on co-developing original content designed for worldwide distribution. These new productions will appear on Tubi globally, across various Bell Media platforms within Canada, and through Sphere Abacus, which serves as Bell Media’s dedicated arm for international content sales. This multi-platform approach ensures that fresh Canadian stories reach audiences far beyond domestic borders, enhancing Tubi’s appeal to viewers seeking diverse, high-quality entertainment without subscription fees.
A key component of the deal involves advertising integration. Bell Media will act as Tubi’s exclusive ad sales representative in Canada, allowing brands to target Canadian consumers through Tubi’s growing user base. In exchange, several of Bell Media’s own ad-supported free ad-supported streaming television channels will launch directly on Tubi within Canada. This reciprocal arrangement not only streamlines ad revenue sharing but also introduces Tubi’s Canadian audience to a broader array of localized channels, further enriching the platform’s offerings.
This partnership builds upon an existing licensing and distribution agreement between Bell Media, Fox Entertainment Global, and Neshama Entertainment. The inaugural project from that earlier collaboration is the drama series Prejudice, created and showrun by Celeste Parr, with Emily VanCamp set to star. That deal focuses on producing Canadian originals for Bell Media’s CTV broadcast network and Crave streaming service, which then secure placements on the Fox network in the United States. Fox Entertainment Global manages the worldwide rollout of these shows, creating a seamless pipeline for cross-border content flow.
“Bringing Bell Media and Tubi together is a powerful growth partnership that furthers many of Bell Media’s key areas of focus: increasing opportunities for advertisers to reach Canadian consumers alongside premium digital video, expanding digital distribution for our content, and collaborating with strategic partners on globally resonant storytelling,” said Sean Cohan, President, Bell Media. “Tubi is a global leader in free streaming, with over 100 million monthly active users and fast-growing momentum in Canada,” said Anjali Sud, CEO, Tubi. “This partnership is a win for Canadians, extending Bell Media’s iconic brands to Tubi’s highly engaged audience and giving advertisers access to viewers they can’t otherwise reach.”
The expanded pacts enable cost-sharing and risk mitigation for television series filmed in Canada. By leveraging local tax incentives and favorable currency exchange rates, productions can operate more efficiently. The resulting series will debut on linear television and streaming services in both the United States and Canada, fostering a symbiotic relationship that benefits producers, broadcasters, and streamers alike.
In Canada’s evolving television landscape, where traditional viewing habits are rapidly migrating to on-demand platforms, Tubi positions itself as a formidable ad-backed contender. It faces stiff competition from subscription giants like Netflix and Amazon Prime Video, as well as other U.S.-based digital entrants. Bell Media, a dominant force in Canadian media, is adapting to these shifts by prioritizing digital video opportunities, widening content distribution channels, and forging alliances that amplify storytelling with global potential.
Overall, this deal underscores Tubi’s ambition to evolve from a domestic player into a truly international streaming service. By tapping into Canada’s rich talent pool and production incentives, Tubi not only expands its content library but also creates new revenue streams through targeted advertising and shared intellectual property. For Canadian creators and advertisers, the partnership opens doors to larger audiences and more sustainable funding models in an era of streaming dominance.
As Tubi continues to integrate these international elements, viewers can expect a more varied slate of programming that bridges North American markets. This move could set a precedent for similar collaborations elsewhere, solidifying ad-supported streaming as a viable alternative in the global entertainment ecosystem. With original co-productions on the horizon and free channels enhancing accessibility, Tubi’s Canadian expansion signals a new chapter in its quest for worldwide relevance and viewer loyalty.
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