Tubi launches native app inside ChatGPT, becoming the first streaming platform to do so

Tubi, the streaming platform owned by Fox Corporation, announced on Tuesday that it has launched a native app within ChatGPT, offering viewers a more seamless way to explore its catalogue of over 300,000 movies and TV episodes.

While other streaming services, such as Netflix and Amazon Prime Video, have experimented with AI-driven recommendations within their own ecosystems, Tubi stands out as the first major platform to create a fully integrated experience directly in ChatGPT.

Users can access the feature by installing the Tubi app through the ChatGPT app store and initiating a query using “@Tubi.” From there, they can enter a natural-language prompt such as “a thriller for girls’ night” or “something funny,” and receive curated suggestions tailored to their interests. Each recommendation links back to content available on Tubi.

The timing of the launch reflects increasing competition across the streaming landscape. With an overwhelming number of entertainment choices, content discovery has become a central challenge for platforms seeking to capture and retain viewer attention. In response, many services have begun adopting social media-inspired features to enhance engagement and personalisation.

Tubi’s latest move builds on its earlier attempts to incorporate artificial intelligence. In 2023, the company introduced “Rabbit AI,” a ChatGPT-powered feature within its mobile app that allowed users to ask detailed questions and receive customised recommendations. That feature, however, was discontinued the following year.

The new integration signals a shift in strategy. Rather than developing AI tools independently, Tubi is now leveraging existing platforms where users already search for information and recommendations. OpenAI’s ChatGPT reportedly reached 900 million weekly active users as of February, while Tubi itself has more than 100 million monthly active users.

In parallel developments, Tubi recently unveiled the “Creatorverse Incubator,” an initiative designed to support emerging creators. We offer promotional support and potential funding for original content that premieres exclusively on the platform.

The introduction of native apps within ChatGPT dates back to October, when OpenAI opened the platform to developers. Since then, a growing number of companies — including Booking.com, Canva, DoorDash, Expedia, Spotify, Figma, and Zillow — have launched integrations. More recently, SeatGeek also rolled out its own native app within the ecosystem.

Tubi’s entry into this space highlights how streaming platforms are adapting to evolving user behaviour, with discovery increasingly driven by conversational AI rather than traditional browsing interfaces.