AVOD Tubi integrated with Cox Contour pay TV platform

Tubi’s launch on Contour comes approximately six months after the service launched on X1. (Cox/Tubi)

Ad-supported streaming service Tubi is being integrated on pay TV provider Cox’s Contour platform, which is a white-label licensed version of Comcast’s X1 platform.

Contour customers will now be able to access Tubi’s more than 12,000 movies and television series within their cable television service. Contour has also integrated Netflix, YouTube, YouTube Kids, iHeartRadio and NPR One.

“Our partnership with Cox expands upon our mission to make entertainment accessible to everyone,” said Farhad Massoudi, CEO of Tubi, in a statement. “With the addition of Cox Contour, Tubi will continue to have the widest distribution of any ad-supported streaming service.”

RELATED: Comcast X1 integrates ad-supported streaming service Tubi

Tubi’s launch on Contour comes approximately six months after the service launched on X1.

This year Tubi has been touting its 2018 growth while setting new licensing deals, including a recent agreement with NBCUniversal which will add nearly 400 TV episodes and movies to Tubi’s library.

The NBCU deal arrived shortly after Tubi said it reached profitability in the fourth quarter of 2018 and announced plans to spend more than $100 million on content licensing in 2019.

“With linear TV ratings in continuing decline, advertising demand for OTT is strongest from brands replacing lost reach with their TV spend,” Tubi said. “In 2018, over 1,000 advertisers ran campaigns on Tubi, with the majority of the top CPG and automotive advertisers reaching audiences in movies and TV shows on Tubi.”

Tubi is one of several ad-supported streaming services currently duking it out over ad revenue. Last week, longtime Sony AVOD Crackle announced some restructuring and a new joint venture with Popcornflix.

In the meantime, Hulu, Viacom’s Pluto TV, Roku, Amazon, NBCUniveral and others are all looking to grab a share of AVOD revenues projected to grow $27 billion between 2017 and 2023 and rise to $47 billion to account for 36% of total revenues, according to Digital TV Research.