Tubi Exec Says Audiences “Don’t Really Care” If Content Is Made by Professionals, Creators, or Users

Hollywood Reporter

by Georg Szalai

February 24, 2026

AI-Generated Deep Dive Summary

Sports dominated discussions at MIP London as streaming platform executives explored how sports can drive user acquisition and shape content strategies. David Salmon of Tubi, Olivier Jollet of Pluto TV, and Walker Jacobs of DAZN highlighted the growing importance of sports in attracting audiences and creating engaging "shoulder content" around live events. Salmon emphasized that viewers increasingly value depth and variety, regardless of whether content is professionally produced, creator-made, or user-generated. This blurring of boundaries, he noted, reflects a shift toward blending different types of content to keep audiences engaged. Jollet shared insights on Pluto TV's approach, focusing on locally relevant sports like darts and snooker in the U.K., as well as underexplored areas such as women’s sports. He also revealed a unique partnership with Tinder for a dating show in Brazil, showcasing how streaming platforms are innovating in ad formats and content collaborations. Meanwhile, Jacobs discussed DAZN's strategy of "reverse-engineering" original content through its Team Whistle division, using examples like *The Kittle Things* and its spin-off series *Wife’d Up, Mic’d Up*. These shows aim to humanize athletes beyond their sports careers, offering a fresh perspective on storytelling. The panel underscored the importance of blending traditional sports coverage with creative, audience-driven content. Salmon's point about viewers' indifference to who creates the content, as long as it captures their attention, highlights the evolving landscape of streaming platforms. By leveraging sports as both a driver and inspiration for diverse programming, these companies are redefining how entertainment is consumed in the digital age. This shift matters for readers interested in entertainment trends, as it signals a broader industry move toward more personalized, blended content strategies. The focus on locally relevant sports, human-interest stories, and innovative partnerships reflects a growing emphasis on audience engagement and differentiation in a competitive streaming market. As platforms continue to experiment with new formats and collaborations, the future of sports-driven entertainment is likely to be as dynamic and diverse as the audiences it serves.

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Originally published on Hollywood Reporter on 2/24/2026