Tubi Expands Content Strategy with YouTube Cooperation

The streaming service Tubi, operated by Fox, unveiled its latest program on Wednesday, which puts well-known YouTubers in the spotlight. The goal of this initiative is to expand Tubi's content library and appeal to a younger audience. The new creators program includes over 500 video contents from six YouTubers, including productions from the company Mythical Entertainment, founded by Rhett and Link. By collaborating with creatives who already have a loyal fan base, Tubi hopes to attract their fans to its platform and thereby strengthen its position in an increasingly competitive market. According to a recent report by Nielsen, YouTube dominates the streaming landscape with a share of 12.5% of all TV viewers in May, while Tubi reaches only 2.2%. Similar approaches are being pursued by Peacock, which trains well-known TikTok stars for content creation. In the near future, Tubi plans to attract more creatives and bring thousands of videos to the platform. This strategy aligns with past initiatives in which Tubi featured content from up-and-coming talents. An example is the collaboration with Kickstarter to promote Kickstarter-funded films as well as providing financial support. Last year, the streaming provider launched 'Stubios' (in fact with a 'b'), a program for aspiring filmmakers to submit their own works.