YouTube stars move to Tubi with the introduction of "Tubi for Creators," a new platform for content creators.
Tubi, the popular free ad-supported streaming platform, has announced its groundbreaking "Tubi for Creators" initiative, which is poised to significantly transform the media and entertainment supply chain.
The initiative targets Gen Z and millennial viewers by integrating digital-first creator IP into traditional streaming. Tubi has partnered with six YouTube brands - Mythical (Rhett & Link), Watcher, Dan & Riya, FunnyMike, Jubilee, and Kinigra Deon - to deliver over 500 episodes of content on its platform.
This move could potentially reshape content acquisition norms, reducing reliance on licensed catalogs and bolstering direct creator partnerships. The partnership could potentially disrupt the traditional content acquisition and distribution model in the media & entertainment industry.
One of the key aspects of Tubi for Creators is the democratization of content creation. By enabling fans to support first-time filmmakers and creators directly through platforms like Stubios, Tubi fosters community-driven greenlighting, potentially lowering barriers to entry for new talent and increasing the diversity of stories available.
The initiative also enhances script development and commissioning. Through partnerships like the one with the Black List’s “To Be Commissioned” initiative, Tubi provides both emerging and established writers opportunities to submit screenplays for production consideration, with a focus on young and diverse audiences.
Tubi's Builders Program boosts the technology side of content delivery by training new tech talent, which supports the efficient production, distribution, and monetization of entertainment products.
The launch of interactive ad formats and a self-serve ads platform for businesses of all sizes enables better linking of content and advertising within the supply chain, helping fund original productions and expanding revenue streams.
Strategic content partnerships and production scaling, such as collaborations with studios like AMC Studios for sci-fi series, further professionalize production pipelines and bring new, diverse original content to Tubi’s audience, enhancing the supply chain’s ability to scale production quality and volume.
Overall, Tubi for Creators fosters a more diversified, participatory, and technologically integrated ecosystem within the media supply chain, from content commissioning and production to advertising and distribution. This can accelerate content innovation, expand creative voices, and improve monetization efficiency.
The initiative is seen as a key catalyst by our website's M&E Supply‐Chain Impact. Tubi's move challenges legacy production houses in the media & entertainment industry, potentially reshaping the content acquisition and distribution landscape.
- The Tubi for Creators initiative, aimed at transforming the media and entertainment supply chain, leverages technology to collaborate with digital-first creators in the business sector, potentially disrupting traditional content acquisition and distribution models in entertainment.
- With partnerships that promote both emerging and established writers, Tubi's Tubi for Creators program not only strengthens the technology side of content delivery but also democratizes content creation, fostering a more diverse and technologically integrated ecosystem in finance, business, and entertainment.
