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Tubi now features content from popular YouTube channels like Mythical Kitchenand more
Tubi has launched a new Creators program featuring content from popular YouTube channels, including Mythical Kitchen, to attract younger viewers. With over 500 videos from six creators, Tubi aims to enhance its appeal in a competitive streaming market, as YouTube dominates viewership. Tubi plans to expand this initiative by adding more creators and videos in the near future.
Key points
- Tubi introduces a Creators program to attract younger audiences and expand its content library.
- The program includes over 500 videos from six popular YouTubers, including Mythical Entertainment and others.
- YouTube accounts for 12.5% of all television viewing, while Tubi only claims 2.2%, indicating a need for Tubi to broaden its reach.
- This move mirrors Peacock's strategy of employing TikTok creators to generate original content.
- Tubi’s new content includes popular series such as 'Last Meals,' 'Beverly Valley High,' and others.
- Tubi has a history of partnering with emerging talents, including a recent collaboration with Kickstarter to feature independent films.
Why it matters
- The rise of streaming platforms has led to platforms seeking partnerships with social media stars to attract audiences.
- In 2025, growing trends reveal an emphasis on content diversity and creator partnerships as crucial for streaming services to compete effectively.
- Tubi's initiative aligns with broader industry trends of leveraging established online creators to drive viewership and engagement.
Tubi's strategic partnership with popular YouTube creators represents a significant step in attracting a younger audience and enhancing its content library, crucial for its growth in a competitive streaming environment.