With over 200 subscription video providers in the market, Tubi TV is operating in what is arguably a crowded space. However, the online video provider said its free subscription model and analytics will set it apart from the competition.

Leveraging a revenue model based on advertising, the company noted that demand for premium video providers like itself continues to grow. Since 2014, Tubi’s overall online video ad sales have increased nearly 20% annually over the past three years.

At the same time, the company’s audience grew by a 9X growth rate in monthly active users (MAUs) in 2016. Overall, eMarketer has forecast the online video ad market projected to experience double digit growth by 2020.

Farhad Massoudi, founder and CEO of Tubi TV, told FierceOnlineVideo that its approach is what’s driving the company’s growth.

“In the world of subscription video on demand, there are about 200 providers and us, which are supported on free and ad supported,” Massoudi said. “What we have done is focused on is providing a TV experience for average Americans to consume on a daily basis.”

Featuring Lionsgate, MGM, Paramount Pictures and Starz, Tubi TV counts more than 50,000 titles in its growing library and offers advertisers access to an audience that it said is different than online video or traditional TV advertising. Tubi TV is currently available on Android and iOS mobile devices, and on OTT devices such as Roku, Apple TV, Xbox 360, Xbox One, Samsung and Amazon Fire.

Besides its growing base of titles, the provider’s approach is resonating with advertisers that want to reach an audience that does not watch traditional linear TV services.

“We happen to reach the demographic that’s watching less and less TV so from an advertising perspective, it is a very attractive audience,” Massoudi said. “We deliver a TV-like experience with all of the capabilities of online advertising such as targeting and measurability.”

Tubi TV’s platform combines deep data mining and its proprietary TV analytics platform with its content offering from its studio partners.

The video provider recently secured a $20 million round of funding led by Jump Capital. Existing investor Foundation Capital, who led the Series A round, is also providing funding, as are Danhua Capital and Cota Capital.

“This $20 million is a validation that we hit the right growth metrics, that we’re continuing this mission of making entertainment accessible,” Massoudi said. “We’re going to do this by investing in our technology platform, which is our core asset and we’ve been focusing on building that over the past six years.”

The company will use the funding to accelerate the growth and expansion of Tubi TV, including its OTT premium ad inventory.

“We’re going to double down on our technology and continue to get more and more premium content,” Massoudi said. “We’ll also continue to invest in our brand awareness among average Americans.”