Tubi's Marketing Playbook to Disrupt the $109Bn Global Streaming Market

Watch our documentary on the Future of the CMO from this link 📺:  https://www.youtube.com/watch?v=AXBKelmQomMThis week, we sit down with Nicole Parlapiano, CMO of Tubi, the leading free, ad-supported streaming television (FAST) with the largest content library on the planet - 275 K+ movies and TV episodes. Nicole unpacks how she’s rewriting the rules of entertainment marketing: brand-first positioning, bottom-up cultural relevance, and creative swings that punch way above their media weight.One of the key takeaways from this episode is Nicole’s conviction that the monoculture is DEAD - growth now comes from igniting micro-communities at scale. We also dive into how commercial acumen (private-equity roots, P&L obsession) makes a modern CMO indispensable at board level, why most brands misuse social media, and the power of constraints to unlock breakthrough creativity. If you’re building a challenger brand - or simply fighting for standout work - this episode is for you!Watch the video version of this podcast on YouTube ▶️: https://youtu.be/cBuq9amnM9c 📚 Chapters:(00:00:00) - Intro 🎙️(00:03:29) - Nicole’s background(00:14:30) - Favourite challenger brand 🌶️(00:17:03) - Challenging Convention 🌐(00:26:02) - Rethinking social 📱(00:33:55) - Creativity, risk & Super Bowl lessons 🎨(00:38:32) - Lightning Round ⚡🖊️Mentioned in the show:JC penny Chilis Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Nicole Parlapiano of TUBI in this episode.Find Rival online at www.wearerival.com & LinkedIn.Find Eric on LinkedIn.Find Nicole on LinkedIn.Say hi at [email protected], we’d love to hear from you. Rival is a marketing consultancy for brands that want to challenge convention in their category. We’re on a mission to understand what challenger brands do differently to grow in categories that are being disrupted, and use a challenger playbook to deliver outsized impact through an integrated, tech-enabled approach. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.