Tubi’s Innovative Approach: Collaborating with Creators for Compelling Content
Tubi is making waves in the entertainment industry by actively courting creators to join its platform. This strategic move is not only reshaping its content library but also reinvigorating the connection between traditional media and digital creators. Let’s explore how Tubi is leveraging this collaboration to enrich its catalog.
A Groundbreaking Creator Program
Tubi’s creator program has successfully partnered with six influential YouTubers to bring an impressive 500 episodes of their existing shows to the platform’s extensive catalog of over 300,000 shows and movies. Among these creators are celebrated names such as Rhett & Link’s Mythical Entertainment and Jason Y. Lee’s Jubilee. Collectively, they boast a staggering 50 million followers across social media platforms.
While the initial focus is on licensing YouTube content, Tubi has ambitious plans to invest in original content in the near future. This initiative not only provides creators with essential production resources but also a unique avenue to reach wider audiences.
Leadership with Vision: Rich Bloom at the Helm
Driving this initiative is Rich Bloom, a former Vimeo executive, who leads Tubi’s creator program. Under his guidance, Tubi for Creators is honing in on high-quality, episodic long-form content that aligns with the platform’s existing standards. As Bloom emphasizes, “Younger audiences crave original content over franchises and remakes; they’re seeking independent voices that resonate with their preferences."
Embracing the Shift in Entertainment Dynamics
As the lines between traditional entertainment and digital creators continue to blur, Tubi aims to empower creators by allowing them to maintain their authentic voices. This strategy demonstrates Tubi’s awareness of shifting viewer demands—one that isn’t overlooked by other major platforms. Recently, Amazon Prime Video launched Benito Skinner’s show "Overcompensating", and FX introduced "Adults," featuring TikTok star Jack Innanen.
Tubi’s selective collaboration with creators is largely influenced by audience preferences, particularly in high-performing genres. For instance, the platform has successfully integrated Kinigra Deon’s vampire series, tapping into the thriving horror niche.
Breaking New Ground with Audience Engagement
Just last week, Tubi celebrated a significant milestone, surpassing 100 million monthly active users. While this figure may seem modest compared to YouTube’s 2.7 billion, Tubi attracts a diverse audience, with 1 billion monthly active podcast viewers alone. Crucially, Tubi appeals to demographics that may not engage with platforms like YouTube or other streaming giants.
The platform also offers a revenue-sharing model, ensuring creators benefit financially from their contributions. While Tubi has kept specifics of the model under wraps, it’s a significant incentive for creators looking to join the platform.
Luring Independent Creators: A Focus on Diversity and Inclusion
Tubi has a longstanding commitment to supporting independent creators. Recently, the company announced a partnership with Kickstarter to feature 20 films funded through the crowdfunding platform.
In a notable stride in 2024, Tubi launched Stubios, a studio designed for budding filmmakers in collaboration with Issa Rae’s ColorCreative. This initiative aims to bridge the gap between creators and the Hollywood landscape by offering mentorship, financial backing, and hands-on support. Initially, three creators were selected for the program, but the fourth participant was chosen via fan votes. One standout project was a comedy special featuring performances from Cris Sosa, Daniela Mora, and Grant Moore.
Tubi also tapped into the TikTok phenomenon by casting Noah Beck in the original film "Sidelined: The QB and Me," with its success paving the way for a sequel, "Sidelined 2: Intercepted."
A Vision for the Future
As Rich Bloom articulates, “We believe in serving creators as well as our viewers by curating a comprehensive library of content that reflects the wide-ranging diversity of our audience.” This approach positions Tubi as a forward-thinking platform committed to nurturing creativity while catering to evolving viewer interests.
In conclusion, Tubi’s proactive collaboration with creators illustrates its dedication to enriching its content offerings and setting new standards in streaming while empowering independent voices. With its innovative programs, Tubi is not just a platform; it’s a thriving ecosystem for creativity.
For more insights on the evolving landscape of digital content, check out ADWEEK’s coverage on the latest trends and developments.
