FuboTV finds where growth is truly incremental with AppsFlyer

The challenge

As a sports-first live TV streaming platform, FuboTV operates in a highly dynamic growth environment. Demand fluctuates with live sporting events, seasonality, and media exposure, while campaigns run simultaneously across multiple platforms, devices, and ad networks.

For Fubo’s growth marketing team, understanding performance at a deeper level was critical. While attribution provided visibility into campaign activity, Fubo looked to incrementality to better understand which initiatives were driving new user demand.

“We’re present on so many traffic sources and devices that incrementality has always been a key topic for us.”

Vincent, Senior Director of Mobile & CTV Growth Marketing, Fubo

The approach

Fubo partnered with AppsFlyer to run controlled incrementality experiments for user acquisition, testing three Android campaigns across different audience segments.

Experiments were launched directly within the AppsFlyer platform, using exposed and holdout groups to measure true lift. The setup was fast and fully self-serve, allowing the team to move quickly from hypothesis to insight and take action without delay.

“For the first time, we were able to test campaigns directly through AppsFlyer and see if they were truly incremental.”

Vincent, Senior Director of Mobile & CTV Growth Marketing, Fubo

The insight

Incrementality testing helped Fubo add an additional layer of clarity to its performance analysis.One Android campaign that was delivering results through attribution showed no incremental lift, indicating it was not contributing additional growth beyond existing demand. At the same time, two other campaigns demonstrated meaningful incremental impact, with lift ranging from 15 percent to 34 percent. When viewed alongside attribution, these campaigns were shown to be driving up to three times more incremental value than attribution alone suggested. These results highlighted both underinvested platforms and audience segments with untapped potential.

“Some of the results were eye-opening. Campaigns that looked similar through attribution performed very differently once we measured incrementality.”

Vincent, Senior Director of Mobile & CTV Growth Marketing, Fubo

The impact

With precise incrementality insights available quickly and in context, Fubo was able to act with confidence.

A non-incremental campaign was shut down, freeing up a six-figure monthly budget that could be reallocated more effectively. Campaigns that demonstrated incremental lift were scaled, and niche sports audiences were prioritized after proving strong performance and retention. Incrementality results were reviewed alongside attribution, strengthening day-to-day optimization and budget allocation decisions.

“Seeing incrementality next to attribution allows us to factor it directly into how we allocate budget and optimize campaigns.”

Vincent, Senior Director of Mobile & CTV Growth Marketing, Fubo

Why it matters

Incrementality has become a practical decision-making tool for Fubo’s growth team. By clearly identifying what drives new demand, the team can make faster decisions, invest more efficiently, and continue testing with confidence.

“No data scientists, no complex setup, just fast, clear, actionable insights that drive better decisions.”

Vincent, Senior Director of Mobile & CTV Growth Marketing, Fubo