The Fox-owned streaming service Tubi has launched the “Creatorverse Incubator” in collaboration with TikTok to attract younger viewers. Announced on Thursday, this initiative offers content creators support like promotions and potential funding to develop original shows exclusively for Tubi. This mirrors Peacock’s strategy, which engaged TikTok creators last year to produce original content, highlighting a trend among streaming platforms to leverage social media influencers’ popularity.
Tubi’s Creatorverse Incubator aims to provide Tubi’s current audience of over 100 million monthly active users with new content while attracting new customers interested in original series featuring popular TikTokers. Selected creators will have creative control to craft original series across various genres, with Tubi backing them to bring their ideas to fruition.
The first group of creators involved in the program will be announced later this summer. Tubi has significantly increased its focus and investment in influencer talent recently. Today’s announcement builds on a creators program Tubi launched 10 months ago to bring in content from famous YouTubers, such as Mythical Entertainment. Currently, Tubi offers 16,000 episodes from over 200 creators. The latest series to premiere is “Terri Joe: Missionary in Miami,” featuring popular TikTok characters Terri Joe and Amethyst Jade.
Additionally, Tubi has initiated other creator-focused programs like partnering with Kickstarter to feature crowdfunded films and introducing “Stubios,” a program to assist aspiring filmmakers showcasing their original work.
Unlike other major streaming platforms, Tubi actively collaborates with diverse online personalities to broaden its reach and attract new audiences. This influencer-driven content focus differentiates Tubi from competitors like HBO Max, Disney+, and Netflix, which typically engage influencers more traditionally, such as by inviting them to exclusive events and early screenings to generate buzz around new releases.
Recently, Tubi has increased its market presence. According to Nielsen data, Tubi’s share of total ad-supported streaming viewing rose from 2.2% in May 2025 to 6.2% in the fourth quarter of the same year. This success follows Tubi’s achievement of profitability in 2024, marking its growth in the competitive streaming market.