Key takeaways
- Tubi for Creators opens a scalable path for digital-native storytellers to transition into Hollywood-level distribution without losing creative control.
- The program strengthens Tubi’s competitive stance against TikTok, Prime Video, and other platforms investing in creator-driven content.
- With 100M monthly viewers, Tubi offers creators built-in distribution while experimenting with funding models and potential exclusives.
- By aligning creators with audience “content rabbit holes” (horror, comedy, teen drama), Tubi ensures strong resonance with existing fandoms.
- The move positions Tubi as both a streamer and a facilitator of the broader creator economy, blurring lines with traditional studios.
By investing in long-form creator content, Tubi expands its library and strengthens ties with younger, multicultural audiences.
Tubi, Fox Corporation’s free ad-supported streaming platform, is making an aggressive play for relevance in the creator economy with the launch of Tubi for Creators. Announced in June 2025, the program is designed to give digital-first talent a scalable pathway into Hollywood-level distribution while keeping intact the creative freedom that has fueled their success on platforms like YouTube.
The initiative arrives as competition intensifies: TikTok is expanding its commerce and entertainment footprint, while Prime Video has begun integrating creator-driven series into its catalog.
CEO Anjali Sud framed the move as a natural evolution for Tubi’s positioning as “the home for free, premium entertainment.” She explained,
“We’re listening to our viewers and recognize their desire for more stories that reflect culture and talent from the digital world… Tubi is uniquely poised to bring the creator economy to Hollywood and expand the pathways for creators to succeed in long-form storytelling.”
Program Design and Launch Partners
The initiative launched with six high-profile creator partners—Jubilee, Kinigra Deon, FunnyMike, Rhett & Link’s Mythical Entertainment, Dan and Riya, and Watcher—together contributing more than 500 episodes of mid- and long-form content.
@nicki_dadiva Funny Mike on Tubi #funnymike #fyp #tubi
Within weeks, that library expanded into the thousands. Tubi’s curation strategy is deliberate: choosing creators whose storytelling already aligns with genres where the platform sees strong engagement, including comedy, horror, teen drama, and paranormal content.
According to Rich Bloom, newly appointed General Manager and EVP of Creator Programs, the aim is not to force creators to reinvent themselves but to extend their reach.
“We’re looking for creators who are already producing high-quality, mid- and long-form content with strong storytelling. Our role is to give them the distribution, some production funding, and a huge amount of creative freedom to keep doing what has made them successful,”
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Creator Freedom Meets Streaming Infrastructure
Unlike some platforms that demand exclusivity, Tubi’s model is incremental. Creators can distribute their existing content on a non-exclusive basis, maintaining their core presence on platforms like YouTube. Over time, Tubi plans to fund exclusive projects with select partners, but the focus remains on complementing rather than replacing creators’ existing ecosystems.
Bloom emphasized this balance:
“We understand these creators already have core platforms where a lot of their business occurs. We’re not trying to make it a zero-sum game. We want to be an incremental platform that becomes a meaningful part of their business.”
This positioning highlights Tubi’s recognition of creators as small production studios in their own right, operating at a level compatible with professional streaming distribution. By blending that authenticity with Tubi’s AI-driven content discovery, the program aims to surface creator-led content in the same “rabbit holes” as traditional films and series.
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Implications for Audiences and Advertisers
For audiences, Tubi for Creators marks an expansion of the platform’s cultural scope. The inaugural creators collectively attract millions of fans, many from younger, multicultural cohorts—exactly the demographics advertisers are eager to reach. These audiences are increasingly difficult to capture via traditional TV or even premium streaming, making Tubi’s ad-supported model attractive for brands seeking efficient, targeted engagement.
From a business perspective, the program also strengthens Tubi’s differentiation in the crowded AVOD market. While rivals lean heavily on licensed Hollywood back catalogs, Tubi is investing in a blend of studio content, independent films, and now creator-led programming, offering a breadth that few competitors can match.
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Looking Ahead
The rollout is only the beginning. Tubi expects to scale the program significantly through the end of 2025, expanding its creator roster and moving toward funded, exclusive projects. Partnerships with Kickstarter and its fan-driven Stubios initiative show that the company sees creators as central to its long-term content strategy, not just an experimental add-on.
Bloom put the ambition plainly:
“Our goal is to build a meaningful group of creators who can say Tubi played a significant role in the growth of my career and business. And for viewers, we want Tubi to be the place where they can find the best of both Hollywood and creator content.”
About the Author
Writer
Nadica Naceva writes, edits, and wrangles content at Influencer Marketing Hub, where she keeps the wheels turning behind the scenes. She’s reviewed more articles than she can count, making sure they don’t go out sounding like AI wrote them in a hurry. When she’s not knee-deep in drafts, she’s training others to spot fluff from miles away (so she doesn’t have to).
