Tubi, the streaming service owned by Fox, has made headlines with the launch of its native app within ChatGPT, providing viewers with a streamlined way to explore its extensive collection of over 300,000 films and TV episodes. This innovative approach marks Tubi as the first major streaming service to integrate directly with ChatGPT, while competitors like Netflix and Amazon Prime Video have only offered AI-powered recommendations within their platforms.
To utilise the Tubi app, users can simply download it from the ChatGPT app store. By inputting “@Tubi” in a ChatGPT prompt, users can request tailored recommendations through natural language queries such as “a thriller for girls’ night” or “something funny.” This seamless integration allows for curated suggestions based on individual preferences, directly linking back to titles available on Tubi.
The timing of this launch coincides with increasing competition in the streaming landscape, where numerous platforms compete for viewer attention amidst a plethora of entertainment choices. As a response, many services are adopting features reminiscent of social media to enhance user engagement, signifying a shift in content consumption habits.
Tubi’s new venture builds on its previous foray into AI with “Rabbit AI,” a feature that was integrated into its mobile app, allowing users to ask specific questions for personalised recommendations. Although “Rabbit AI” was discontinued the following year, the current integration with ChatGPT reflects a strategic evolution; rather than trying to compete against established AI platforms, Tubi is leveraging an existing popular tool. Notably, ChatGPT garnered an impressive 900 million weekly active users in February, while Tubi has over 100 million monthly active users.
In other developments, Tubi has also announced the launch of the “Creatorverse Incubator,” a program designed to support emerging content creators. This initiative aims to offer promotional assistance and potential funding for original shows that will premiere exclusively on Tubi.
OpenAI initiated a way for developers to create applications within ChatGPT in October, leading to the rollout of many integrations, with companies like Booking.com, Canva, and Spotify among those taking part. Tubi’s recent innovation further expands this ecosystem, highlighting its commitment to enhancing user experience in the increasingly competitive streaming market.
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