Since launching in Australia in February 2024, Hubbl has been simplifying the home entertainment experience, allowing households to spend less time searching for something to watch and more time enjoying content.

The Hubbl device provides access to 18 local and global apps including Netflix, Disney+, Prime Video, YouTube, Apple TV+, Paramount+, Kayo Sports, Stan, BINGE, Optus Sport, Flash and LifeStyle, as well as Australia’s free streaming apps, ABC iView and ABC Kids, SBS On Demand, 7plus, 9Now and 10 Play.

Hubbl fuses free and paid entertainment and sport from apps, channels, live TV and the internet into one seamless user experience. With an increasing number of streaming apps available, Australians are demanding a simplified experience and easier way to manage multiple subscriptions, according to Hubbl executive director, Dani Simpson.

“Hubbl was purpose-built to fuse the best local and global content including premium entertainment and sports, video on-demand, live channels and the internet into a world class user interface,” she told Appliance Retailer.

Unlike other streaming aggregation products, Hubbl offers live TV without an aerial, subscription management at the touch of a button, more personalisation, as well as the option to stack and save up to $15 per month on subscriptions.

“There is no need to go in and out apps to discover content with Hubbl with the One Continue Watching rail across apps and free-to-air TV, as well as personalised Watchlists across users. Hubbl also features an integrated TV guide and universal search for users to search across streaming apps including Pay TV and free-to-air TV channels using voice or text. Single View gives users the ability to manage subscriptions when they bill certain apps via Hubbl.”

When thinking of introducing Hubbl to the market, the company recognised that communicating key product benefits and features in a simple and easy to understand way was going to be integral to success.

“Our first approach was using iconic duo, Hamish & Andy, dubbed as ‘Hubbl & Andy’ to tackle common pain points with streaming by leveraging their sense of humour to show off product features in a fun and entertaining way, while positioning Hubbl as the solution to streaming fatigue and frustration,” Simpson said.

“Hamish and Andy proved to be the ultimate brand ambassadors bringing authenticity and likeability to the brand and elevating the creative with their unique tone and comedic delivery.”

The retail experience including retail displays was another important pillar of Hubbl’s launch campaign strategy.

“People need to see, feel and touch Hubbl to truly understand the product and its benefits. We partnered with leading retailers, Harvey Norman and JB Hi Fi, to help us reach customers in-store across the country and provide that tangible experience.”

Hubbl wanted to lean into multiple sales channels and give customers a variety of ways to purchase the product, through Hubbl directly via a digital shopfront and a presence in Harvey Norman and JB Hi-Fi for scale and credibility, in addition to a more recent partnership with Vodafone to expand its customer base and scale.

“We’ve worked with our retail partners to create bespoke assets and educational displays in store and took advantage of key retail periods such as end of financial year to drive incremental sales,” Simpson said.

“The go-to-market plan for retail was also to harness consumer attention and entice sales through highlighting new content aligned to great deals and offers. A key opportunity for Hubbl was to leverage our connection to BINGE and Kayo Sports to maximise device take-up by bundling discounts on Hubbl with subscription offers.”

Hubbl is also delivering longer form ‘edu-tainment’ style content to drive comprehension and conversion on social media. Utilising third-party content creators has allowed Hubbl to build credibility around the product and showcase the brand in an organic and informal format.

“Over the next six to 12 months, Hubbl has a robust pipeline of exciting new product features, integrations and apps that will be rolled out. We’re committed to bringing the best sport and entertainment experience possible to Hubbl,” Simpson said.