Tubi partners with TikTok to build original streaming shows

On Thursday, Tubi officially launched its “Creatorverse Incubator” in partnership with TikTok. The initiative is designed to provide content creators with support—including promotion and potential funding—to produce original shows exclusively for the streaming platform. Under the program, selected creators will have the creative freedom to craft original series across a range of genres, whether scripted or unscripted. Tubi is giving these creators the creative reins to shape their content, backed by the company’s resources. The strategy is intended to offer new content to Tubi’s existing audience, which currently boasts more than 100 million monthly active users, while also attracting new viewers who want to watch original series featuring their favorite TikTok creators.

The launch follows a period of significant growth for the Fox-owned service, which reached profitability in 2024. According to recent Nielsen data, Tubi has steadily captured a larger share of the market for streaming services that generate revenue through advertisements:

• In May 2025, Tubi accounted for 2.2% of total ad-supported streaming viewing.
• By the fourth quarter of 2025, that share rose to 6.2%.

This new initiative builds on an existing creator program that Tubi launched 10 months ago, which was designed to bring content from popular YouTubers, including Mythical Entertainment, onto its platform. That program already features more than 200 creators and a content lineup of 16,000 episodes. While the existing program focuses on bringing pre-existing online content to the platform, the new incubator will focus on entirely original, exclusive shows. Tubi plans to announce the first cohort of creators for the incubator later this summer.

Tubi’s focus on influencer-driven content sets it apart from competitors like HBO Max, Disney+, and Netflix, which typically take a more traditional approach to marketing, such as partnering with influencers to build buzz around new releases through exclusive events and early screenings. While Peacock has previously enlisted TikTok creators to generate original content, Tubi has pursued broader collaborations with online personalities, including partnering with Kickstarter to feature crowdfunded films on its platform.

Why it matters

Tubi is betting that influencer-led original content will differentiate its platform from traditional streaming rivals and attract younger demographics as it scales its ad-supported business.