Anjali Sud, former CEO of video platform Vimeo will join ad-supported streaming service Tubi as chief executive officer (CEO), effective September 1. She has succeeded Farhad Massoudi who will step down as CEO of Tubi over the next few months, after 12 years at the helm. Farhad founded Tubi in 2010.

Sud, an American businesswoman of Indian descent, is known for spending the last decade enabling the world to make and share high-quality content. Under her leadership Vimeo, the platform established itself as the home for video creators and professionals worldwide, building a thriving community of over 300 million users and generating scaled revenue growth and significant cash flow. Before her tenure at Vimeo, Sud held positions in finance, media, and e-commerce at Time Warner and Amazon. She succeeds Farhad Massoudi, Tubi’s Founder & CEO.

In her new role at Tubi, Sud will report to Paul Cheesbrough, CEO of Tubi Media Group. Tubi recently became the most-watched free ad-supported TV streaming service in the U.S.

“Anjali is a highly accomplished executive in the technology and media industry with a passion and track record for strategic disruption and authentic leadership,” said Paul Cheesbrough, CEO of Tubi Media Group. “As Tubi continues to scale and solidify its momentum as the most watched free TV and movie streaming service in the U.S., she is the perfect candidate to lead Tubi into a new era of creativity, growth and market leadership.”

“We are witnessing a seismic shift in where and how content will be consumed, and I believe that Tubi can become the destination for the next generation of audiences,” said Sud. “The future of streaming TV is free, and I am excited to join the Tubi team to help shape the next wave of entertainment, by giving all people access to all the world’s stories. Tubi is doing things differently in a space that is being imminently disrupted, and that is my kind of opportunity,” she added.