In a strategy aimed at engaging younger audiences, Tubi, a streaming service owned by Fox, recently announced the launch of its “Creatorverse Incubator,” in collaboration with TikTok. This initiative, unveiled on Thursday, supports content creators by providing promotions and potential funding to produce original shows exclusively for Tubi. The move mirrors similar efforts by other platforms, such as Peacock, which also enlisted TikTok creators for original content, highlighting a growing trend where streaming services leverage the influence of social media stars.
The Creatorverse Incubator is designed to attract Tubi’s existing audience of over 100 million monthly active users, while also drawing in new viewers who are eager to see original series featuring popular TikTok personalities. Under this program, selected creators can explore various genres, both scripted and unscripted, with Tubi granting them significant creative autonomy supported by the platform’s resources to turn their ideas into reality. The first group of creators under this scheme is expected to be announced later this summer.
Over the past year, Tubi has significantly increased its focus on influencer talent, building on a program launched ten months earlier aimed at incorporating content from well-known YouTubers, including creators from Mythical Entertainment. Currently, Tubi boasts a content library featuring 16,000 episodes from over 200 creators, with its latest series, “Terri Joe: Missionary in Miami,” showcasing popular TikTok characters Terri Joe and Amethyst Jade.
In addition to the Creatorverse Incubator, Tubi has initiated other creator-focused projects, such as a partnership with Kickstarter to highlight crowdfunded films and the launch of “Stubios” to assist aspiring filmmakers in showcasing their original content.
What distinguishes Tubi from many major streaming platforms is its proactive approach to collaborating with a diverse array of online personalities, which helps the service attract new audiences. While competitors like HBO Max, Disney+, and Netflix often rely on influencers primarily for marketing and promotional events, Tubi’s emphasis on influencer-driven content presents a more innovative and inclusive strategy.
Tubi’s growth trajectory is notable, as recent Nielsen data showed its share of total ad-supported streaming views climbing from 2.2% in May 2025 to 6.2% by the end of the year. This surge in viewership coincided with Tubi reaching profitability in 2024, marking a significant milestone in its competitive stance within the streaming market.
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