Fox’s annual Monday mid-afternoon Upfront presentation came off with a few firsts accomplished. First Upfront presentation originating from City Center on West 55th Street since The CW wrapped its run of Thursday morning events there earlier this decade (highlighted by a high-energy “Superstition” turn from Stevie Wonder). First Upfront presentation featuring rare in-person remarks from Fox chief executive Lachlan Murdoch. One more: first presentation to make the top attraction a combination megacontent-megachannel bundle -- Tubi -- whose ad sales revenue rose 23 percent over the first three months of 2026, on top of making more than $1 billion on ad sales a year.
The Big Message: Increasingly, Tubi has become a big hub for original scripted programming, especially from YouTube and social media content makers, as well as actors, producers and writers independently putting series together before getting a greenlight from a programming service or distributor. That’s drawing fandoms from all over the demographic spectrum, making Tubi as valuable for a variety of brands as the other elements of Fox’s service portfolio from Fox News Channel and Fox Sports to Fox Business Network and Fox Broadcasting. “We’re leading into fandom,” added Fox Advertising president Jeff Collins. “Engaged fans are your best customers.”
Hosts: Tubi chief executive Anjali Sud joined Murdoch, Collins, and other Fox executives in headlining portions of the presentation.
What Worked: A smooth overall pace, with each service’s key personalities in top form with the audience, starting with Fox NFL top analyst Tom Brady. Best dynamic duo: Grimsburg star-executive producer Jon Hamm and Animal Control star /The 1% Club master of ceremonies Joel McHale.
What Also Worked: Making the max of Fox’s Baywatch revival beyond having the cast introduce a clip or sizzle reel on stage. Outside City Center, attendees passed a pop-up exhibit with series pix and a place to take photos. Inside, the clip used a well-remixed version of “I’m Always Here,” the iconic theme song that opened Baywatch’s long-running success in first-run syndication. Trust this new version of the song will be used when the series comes to Fox early in 2027. Any chance we also can get back closing theme “Current of Love,” sung by original star David Hasslehoff? Just wondering.
What Can Work Here:Time allotted for what’s happening at Fox Deportes, the company’s Spanish-language sports channel. Love to learn the status of their future programming pipeline, especially with the surge in new women’s sports leagues and TV exposure.
Data Points: More than 220 YouTube and social media content producers are represented on Tubi, comprising more than 17,000 episodes. Fox’s collection of linear broadcast and cable audiences are up double-digits over the last half-decade. Tubi’s universe of 100 million active users are watching more than one billion hours a year there, with 95 percent of viewership on-demand.
News: Fox Broadcasting will launch two new scripted drama series and an unscripted program early next year. Besides Baywatch, Fox will offer The Interrogator, a Slow Horses-type spy caper with actor-comedian Stephen Fry as the leader of a handpicked team of outsiders after the globe’s most dangerous criminals. The unscripted entry is Marriage Market, where comedian/podcaster Whitney Cummings entices single to put their love aspirations in the hands of family members, leading to an attempt at arranged wedlock. On the sports front, Fox is set to offer live coverage of every World Cup soccer tournament game this summer from various U.S., Canada, and Mexico locations, starting June 11. Forty games will run live in primetime, and all games will play on-demand via bundle Fox One.
Bonus Points: Tip of the top hat to Jane Krakowski, sure nominee for the most visible on-stage Upfront performer of 2026. Hours after her big NBCUniversal Upfront number (in her 30 Rock character), Krakowski (host of Fox’s Name That Tune/Celebrity Name That Tune) led another production number, complete with lyrics posted above the City Center stage so audience members could follow along or warble. Once again, this year, Fox’s universe of public relations officials met journalists for a 45-minute session before the show.
Parting Words: “We’ve been deliberate in showing a portfolio with a profound difference in the marketplace. We are consistently growing audiences. We’ve never been in a better position, and we’re excited about where we’re going next.” -- Fox chief executive officer Lachlan Murdoch
“Everything we do at Tubi boils down to one thing: extending passions to the next generation. They want authenticity, connection, and control.” -- Anjali Sud, Tubi chief executive officer
“Baywatchis the quintessential Southern California escape.” -- Stephen Amell, Baywatch co-star
“Can you imagine the budget for waxing and hair attachment on that program? -- Joel McHale, responding to theBaywatch footage
Posted at MediaVillage through the Thought Leadership self-publishing platform.
Click the social buttons to share this story with colleagues and friends.
The opinions expressed here are the author's views and do not necessarily represent the views of MediaVillage.org/MyersBizNet.