Lightbend > Case Studies > Hyper-Personalized User Experiences Drive Increased Advertising Revenue for Tubi

Hyper-Personalized User Experiences Drive Increased Advertising Revenue for Tubi

Customer Company Size

Large Corporate

Region

America
Pacific

Country

United States
Australia
Canada
Mexico

Product

Akka Platform
Telemetry

Tech Stack

gRPC
ScyllaDB
Postgres
Datadog
Spark
AWS

Implementation Scale

Enterprise-wide Deployment

Impact Metrics

Customer Satisfaction
Productivity Improvements
Revenue Growth

Technology Category

Analytics & Modeling - Machine Learning
Platform as a Service (PaaS) - Application Development Platforms
Application Infrastructure & Middleware - API Integration & Management

Applicable Industries

Software
Telecommunications

Applicable Functions

Business Operation
Sales & Marketing

Use Cases

Edge Computing & Edge Intelligence
Predictive Maintenance
Real-Time Location System (RTLS)

Services

Cloud Planning, Design & Implementation Services
Software Design & Engineering Services
System Integration

About The Customer

Tubi is a division of FOX Entertainment, headquartered in San Francisco, and operates as an ad-supported video on demand (AVOD) service. It offers a wide range of movies and television shows from major Hollywood studios, providing a free alternative to paid streaming services. Tubi is available in the US, Canada, Australia, and Mexico, and partners with over 250 media companies to offer more than 30,000 movies and TV shows globally. The platform is known for its robust content recommendation engine, which pairs viewers with content they love, attracting a young and diverse audience. Tubi's low ad loads and frequency optimization offer an ideal ad experience for both consumers and brands.

The Challenge

Tubi, an ad-supported video on demand service, was facing challenges in scaling its systems to meet the growing demand and improving user experience. The company needed a platform that could provide a responsive experience, automatically scale on demand, handle the complexity of a video on demand service, and integrate with existing technologies like gRPC, ScyllaDB, Postgres, Datadog, Spark, and AWS. Additionally, Tubi wanted to leverage big data and machine learning for hyper-personalized content recommendations and enable developers to focus on business logic rather than maintenance tasks. The solution needed to be implemented quickly to keep pace with Tubi's fast-paced innovation and business goals.

The Solution

Tubi selected Lightbend's Akka Platform to address its challenges. The Akka Platform, built on reactive architecture, enables Tubi to build cloud-native applications that are resilient, automatically scalable, and highly responsive. It allows Tubi to apply machine learning models to real-time data streams, providing hyper-personalized user experiences and increasing advertising revenue opportunities. Telemetry, another component of the solution, provides advanced system monitoring and management, ensuring optimal performance during development and production. This partnership with Lightbend allows Tubi to focus on creating better software for the video-on-demand marketplace, leveraging the technology, expertise, and partnership provided by Lightbend.

Operational Impact

Increased development velocity, allowing Tubi to quickly solve complex issues during development.
Enhanced system monitoring and management through Telemetry, ensuring optimal performance in production.
Improved ability to apply machine learning models to real-time data streams, providing hyper-personalized user experiences.
Increased advertising revenue opportunities through better user experiences and content recommendations.