Anjali Sud, the current CEO of Tubi, the streaming service owned by Fox Corporation, likens the platform to “the little engine that could,” remarking on its continuous improvement and growing influence. When she took on the CEO role last July, Sud recognized the unique opportunity Tubi had to shape the future of entertainment. Now, a year into her leadership, Tubi has emerged as one of the most popular streaming services in the U.S., consistently outperforming platforms like Peacock, Max, Paramount+, and Apple TV+ in total viewing time. According to a report by The New York Times, Tubi is even closing in on Disney+ in terms of viewership, with only YouTube, Netflix, Amazon, and Hulu maintaining a larger audience.
Sud saw Tubi as a golden opportunity to refocus the entertainment industry on the audience. “I believe Tubi has the potential, scale, and innovative business model to redefine the future of entertainment,” the 41-year-old Indian American told The Verge. She expressed excitement about bridging the gap between creators and audiences, emphasizing how Tubi’s unique position in the market allows it to lead this transformation.
Fox acquired Tubi for $440 million in 2020 as part of its strategic move into streaming. The platform has since become a favorite project for Lachlan Murdoch, Fox’s chief executive, who frequently highlights its growth in investor calls. Unlike many of its competitors, Tubi operates on a distinct business model that relies on advertising revenue rather than subscriptions. This free-to-use platform doesn’t require users to create an account, making it more akin to services like Roku and Pluto TV.
Tubi’s success can be attributed to its vast library of older TV shows and movies, as well as reruns of network programming, which appeal to a broad audience. The service also produces some original content, though often on a smaller budget. “We don’t believe that quality is defined by budget size or critical acclaim,” Sud told The Times, citing the success of “Slay,” a Tubi original movie that features a quirky mix of drag queens and vampires.
Entrepreneurial Leadership
Before joining Tubi, Sud spent nearly a decade at Vimeo, where she eventually became CEO. Reflecting on her career journey, Sud credits her success at Tubi to the experience and confidence she gained at Vimeo. At just 33 years old, she was unexpectedly promoted to CEO after serving as the general manager and head of marketing for three years. She recalls being surprised by the promotion, as the company had been searching for a new CEO and had considered more experienced candidates for the role. Despite not being on the list of potential CEOs, Sud’s performance and vision made her the obvious choice when the time came.
Under Sud’s leadership, Vimeo was saved from potential disaster and went on to achieve significant milestones, including being listed on NASDAQ. By 2021, Vimeo had grown to over 200 million users in 190 countries, with 1.5 million paying subscribers. That same year, the company was spun off from its parent company, IAC, with a $5 billion valuation. Sud describes her role at Vimeo as akin to “acting like an entrepreneur” within a large organization. She believes that being willing to step outside her lane and take risks was crucial to her success, though she acknowledges that such an approach can sometimes ruffle feathers. “The important thing is to encourage, appreciate, and acknowledge the efforts of those around you,” she shared with Fortune.
Driven and Unapologetic
From her early career starting at 21 to becoming CEO of Vimeo at 33, Sud has consistently been motivated by a passion for learning, growth, and ambition. In a blog for the clothing brand Argent, Sud reflects on her career and emphasizes the importance of creating one’s own opportunities. She admits that as a woman, particularly one with ambitions, she has faced judgment, but she remains unapologetic. “There’s something uncomfortable about declaring that you’re ambitious or impatient,” she wrote, “but I believe my personal growth and ability to add value to a business are inextricably linked.”
Roots in Flint, Michigan
Sud’s upbringing in Flint, Michigan, has profoundly influenced her perspective on business and its impact on communities. In her blog, she recalls how Flint, once the heart of the auto industry, faced significant economic challenges as that industry declined. This experience fueled her desire to pursue a career in business, with the aim of positively impacting communities like her own. She was also inspired by her father, who ran a plastics recycling plant in Flint, providing much-needed jobs during tough economic times.
Sud left Flint in 1997 to attend Phillips Andover Academy in Massachusetts. She later earned a B.Sc. in Finance and Management from the Wharton School at the University of Pennsylvania in 2005 and an MBA from Harvard Business School in 2011. Her accomplishments have earned her numerous accolades, including being named #14 on Fortune’s 2018 ‘40 Under 40’ list and receiving a Muse Award from the New York Women in Film & Television in 2019. Sud is also recognized as a Young Global Leader by the World Economic Forum. She currently lives with her husband, Matt Harrison, and their two sons.
