Why Tubi Is Working With 6 Creators to Bring More Content to the Platform

Tubi is courting creators to be part of the Hollywood ecosystem. 

The streamer’s creator program has partnered with six YouTubers to bring 500 episodes of their preexisting shows to Tubi’s catalog of 300,000 shows and movies. The creators include Rhett & Link’s Mythical Entertainment and Jason Y. Lee’s Jubilee—the six creators have a cumulative 50 million followers across platforms. Tubi is starting the program by licensing YouTube content, but plans to invest in original content in the coming months. Creators will also get production resources from Tubi.

Rich Bloom, a former Vimeo executive, is running Tubi’s creator program. 

Tubi for Creators’ focus is on episodic, long-form content with a high-production value that’s of a quality equal to what’s already on the platform, Bloom said. The program benefits from the trend of YouTubers producing high-quality videos more than 20 minutes long.

“We know from insights that younger audiences want to watch original content over franchises and remakes,” Bloom told ADWEEK. “They really want independent voices.”

As the line between traditional entertainment and creators continues to blur, Tubi for Creators aims to give creators the freedom to maintain their authentic voices with their same kind of content. Tubi isn’t the only streamer looking for content from creators. In the past two months, Amazon Prime Video released Benito Skinner’s television show Overcompensating, and FX released Adults, starring TikToker Jack Innanen.

Tubi hosts a wide range of content and chooses what creators to work with based on how they fit in with existing fandoms on the platform. For example, horror content performs extremely well on Tubi, so they brought Kinigra Deon’s vampire series to the platform.

Last week, Tubi announced it surpassed 100 million monthly active users. While those numbers pale in comparison to YouTube’s 2.7 billion monthly active users, it sees 1 billion monthly active viewers of podcasts alone. Tubi also attracts an audience that isn’t on YouTube or other streamers. Aside from Tubi’s audience, creators benefit from its revenue-sharing model where creators get a cut of ad revenue. Tubi declined to share the details of the revenue-sharing program.

Luring in independent creators

Tubi has long appealed to independent creators.

For example, the streamer recently announced a partnership with Kickstarter to bring 20 films funded via the platform to its catalog.

In 2024, Tubi launched Stubios, a studio for aspiring filmmakers, in partnership with Issa Rae’s ColorCreative. The program was designed to bridge the gap between creators and Hollywood by offering mentorship as well as financial and hands-on support. The streamer picked three creators for the inaugural program and let fans vote on the fourth. One Stubios project was a comedy special featuring 15 sets from Cris Sosa, Daniela Mora, and Grant Moore.

Additionally, Tubi cast TikToker Noah Beck in the Tubi original film Sidelined: The QB and Me last year. Its success led to the sequel Sidelined 2: Intercepted, ADWEEK previously reported.

“We believe that there we can serve creators and serve our viewers by having a really deep library of content that cuts across that really represents the diversity of our library and the diversity of our viewers,” said Bloom.