Tubi joins forces with popular TikTokers to create original streaming content

In a strategic move aimed at attracting a younger demographic, Tubi, the streaming service owned by Fox, has unveiled its new initiative called the "Creatorverse Incubator," in collaboration with TikTok. This announcement was made on Thursday and is designed to provide support for content creators, including promotional assistance and potential funding, to develop original shows that will be exclusively available on Tubi. The initiative aligns with a growing trend in the streaming industry, as seen with Peacock's earlier partnership with TikTok creators to produce original content. Tubi’s goal is to enhance its existing offerings to its audience of over 100 million monthly active users while enticing new viewers who are eager to see original series featuring popular TikTok influencers. Selected creators participating in the program will enjoy the freedom to produce original series across various genres, whether scripted or unscripted. Tubi is committed to empowering these creators, providing them with the resources needed to turn their creative visions into reality. The company plans to reveal the first group of creators involved in the initiative later this summer. Over the past year, Tubi has significantly increased its focus on influencer talent. This latest announcement builds on a previous creators program launched ten months ago, which aimed to incorporate content from well-known YouTubers, including Mythical Entertainment, into its lineup. Currently, Tubi features over 16,000 episodes from more than 200 creators, with the latest addition being "Terri Joe: Missionary in Miami," showcasing popular TikTok characters Terri Joe and Amethyst Jade. Tubi has also introduced other creator-focused initiatives, such as a partnership with Kickstarter to showcase crowdfunded films and the launch of "Stubios," a program dedicated to helping aspiring filmmakers present their original work. Unlike many of its competitors, Tubi is actively pursuing collaborations with a wide array of online personalities, setting itself apart in a crowded market. This influencer-driven approach distinguishes Tubi from other major streaming platforms like HBO Max, Disney+, and Netflix, which typically engage influencers to generate excitement around new releases through events and screenings. Tubi's strategy reflects its growing presence in the market; recent Nielsen data showed a significant rise in Tubi's share of total ad-supported streaming viewing, climbing from 2.2% in May 2025 to an impressive 6.2% by the end of that year. This growth follows Tubi's achievement of profitability in 2024, underscoring its competitive stance in the streaming landscape.