The initiative announced on Thursday gives content creators support — such as promotions and the potential of funding — to create original shows exclusively for Tubi. The strategy mirrors that of Peacock, which enlisted TikTok creators last year to generate original content, indicating a trend among streaming platforms to tap into the popularity of social media influencers.

Tubi launched Creatorverse Incubator to offer new content to Tubi’s current audience, which boasts more than 100 million monthly active users, while also bringing in new customers eager to check out original series featuring their favorite TikTokers. 

Under the program, selected creators will have the freedom to craft original series across a range of genres, whether scripted or unscripted. Tubi is giving them the creative reins, allowing creators to shape their content with the company backing them up to bring those ideas to life. 

The company plans to announce the first cohort of creators later this summer.

Tubi has increased its focus and investment on influencer talent over the past year. Today’s announcement builds on a creators program that Tubi launched 10 months ago that was designed to bring content from famous YouTubers, including Mythical Entertainment, onto its platform. The company already has 16,000 episodes from more than 200 creators in its content lineup. The most recent series to premiere is “Terri Joe: Missionary in Miami,” which features famous TikTok characters Terri Joe and Amethyst Jade.

Tubi has also rolled out other creator-centric initiatives like teaming up with Kickstarter to feature crowdfunded films and launching “Stubios,” a program to help aspiring filmmakers showcase their original work. 

Unlike other major streaming platforms, Tubi has actively pursued collaborations with a diverse range of online personalities to expand its reach and attract new audiences. This emphasis on influencer-driven content sets Tubi apart from competitors that have taken a more traditional approach to marketing and partnerships. For example, rivals like HBO Max, Disney+, and Netflix typically partner with influencers to create buzz around new releases, such as inviting them to exclusive events and early screenings.

In recent years, Tubi has had a growing market presence. According to recent Nielsen data, Tubi’s share of total ad-supported streaming viewing jumped from 2.2% in May 2025 to an impressive 6.2% in the fourth quarter of the same year. This success comes on the heels of Tubi reaching profitability in 2024, marking its progress in a competitive streaming market.