Tubi partners with top TikTok creators to launch original streaming content

In an effort to better connect with younger audiences, the Fox-owned streaming platform Tubi has introduced a new initiative, the "Creatorverse Incubator," in collaboration with TikTok.

Announced on Thursday, the program is designed to support content creators by providing resources, including promotional opportunities and funding, to develop original shows exclusive to Tubi. This approach reflects a broader trend in the streaming industry, similar to Peacock's strategy of working with TikTok creators to produce original content, as platforms increasingly look to social media influencers to expand their reach.

Tubi launched the Creatorverse Incubator to both strengthen its existing audience — which now exceeds 100 million monthly active users — and attract new viewers interested in watching original series featuring well-known TikTok personalities.

As part of the program, selected creators will have the flexibility to develop content across various genres, including both scripted and unscripted formats. Tubi is offering creators significant creative freedom while providing the support needed to bring their ideas to production.

The company plans to reveal the first group of participating creators later this summer.

Over the past year, Tubi has been placing greater emphasis on working with influencer talent. This latest initiative builds on a creator-focused program launched about 10 months ago that brought content from prominent creators, including Mythical Entertainment, to the platform. Currently, Tubi's content library includes around 16,000 episodes from more than 200 creators. One of the newest additions is "Terri Joe: Missionary in Miami," featuring popular TikTok personalities Terri Joe and Amethyst Jade.

Tubi has also introduced additional creator-driven efforts, such as partnering with Kickstarter to showcase crowdfunded films and launching the "StuStudiosa program to help emerging filmmakers present their original work.

Unlike many other major streaming services, Tubi has taken a more direct approach to collaborating with online creators, using influencer-driven content as a core growth strategy. This differentiates it from competitors like HBO Max, Disney+, and Netflix, which typically engage influencers mainly for promotional activities, such as attending premieres or early screenings to generate buzz around new releases.

Tubi's strategy appears to be delivering results. According to Nielsen data, the platform's share of total ad-supported streaming viewership increased from 2.2% in May 2025 to 6.2% by the fourth quarter of the same year. This growth follows Tubi's profitability in 2024, highlighting its rising position in the competitive streaming market.