Fox Corporation’s free streaming service Tubi has released a new browser plugin that is geared toward professionals who want to stream shows and movies while on the clock.
The new feature, called Productubity, allows users to toggle away from a streaming session and onto a faux work-related article with a single click. The tool is designed to help employees avoid being caught watching movies or shows on the job, the company said.
Once installed from the Chrome Web Store, Productubity allows users to open Tubi in a browser tab and stream as usual. If a supervisor approaches, clicking the Productubity icon replaces the video with a dummy article about boosting productivity. Clicking again resumes the stream without interruption.
During the two-year coronavirus pandemic, numerous studies revealed people were actively engaged with streaming video platforms while they worked from home. With most white-collar workers being ordered back into the office, Tubi wants to make sure that trend carries from bedroom and dining room work spaces into cubicles.
“Return-to-office may be back, but so is streaming,” said Deirdre Hesseldieck, the Senior Vice President of Viewer Product at Tubi. “Productubity is our cheeky nod to fans who sneak in a stream between spreadsheets. This tool is our way of helping fans reclaim their time and their tabs. It’s a wink to the modern multitasker who knows how to balance the deadlines with drama.”
Tubi said the tool was partly inspired by a recent survey, available on the Fox Advertising website, that explored the media habits of Gen Z workers. According to the findings, 84 percent of Gen Z employees reported watching TV or movies while working, with half saying they stream on the job. Nearly 48 percent admitted to lying to managers about streaming during work hours.
The extension comes as Tubi looks for new ways to engage viewers. Earlier this year the company launched its “Free Forever” ad campaign to reinforce its position as a no-cost alternative to subscription-based streaming services.
Tubi says more than 100 million monthly active users engage with the platform around the world, though it hasn’t offered a concrete definition of what constitutes a “monthly active user” relative to other services. The app includes hundreds of free streaming linear channels and more than 300,000 movies and TV episodes.
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Editor’s note: This story was updated Friday afternoon to clarify that a survey appears on the Fox Advertising website. The service was commissioned by Tubi, which is owned by Fox.
