Tubi Leans Into Creator Economy and Unveils Exclusive Slate from Digital-First Creators

The Fox-owned advertising-supported video-on-demand (AVOD) service, Tubi, has significantly deepened its commitment to the burgeoning creator economy with the announcement of its first slate of original, platform-exclusive programming from a cohort of widely popular YouTubers and social media stars. This move represents the initial major deployment from the Tubi for Creators program, an initiative formally introduced in June of this year.

This debut roster of talent includes notable digital celebrities such as Joey Graceffa, Kevin Fredericks (known as KevOnStage), Rock Squad, Shuang Hu (TheOneShu), Jahdai Pickett (Bigg Jah), and the duo Dan & Riya. All content generated by these partners under the new initiative will be exclusively available on the platform, reinforcing Tubi's strategy to bridge the gap between digital fandoms and mainstream streaming distribution.

According to Rich Bloom, the general manager of creator programs and executive vice president of business development at Tubi, the investment is yielding demonstrable results. Mr. Bloom notes that the organization is "responding to our viewers’ growing appetite for bold, original storytelling by doubling down on exclusive content from digital-first creators." Furthermore, he emphasized the critical impact these creators have on the service's metrics, reporting that "viewers who start their Tubi journey with creators show stronger retention," which serves as definitive "proof that these stories truly resonate with our audience and provide an engaged, incremental audience for creators."

Several series from this initiative have already commenced streaming on the platform:

• KevOnStage presents Safe Space, a comedy series where he takes on the role of an underqualified couples therapist attempting to navigate his clients' issues.

• Rock Squad has released Bloodsuckers: Origins, a prequel series that expands upon their popular teen vampire franchise.

• Shuang Hu's Baby Shu & Fwends sees the creator, known online as TheOneShu, starring as a teenage version of herself in a genre-bending anthology format.

The upcoming slate is set to include the finale of Joey Graceffa’s long-running franchise Escape the Night, which has amassed a dedicated following. KevOnStage will also return alongside comedian Terry Baker in Bald Brothers: A Freestyle Comedy Show. Bigg Jah is slated to deliver L.A.U.G.H. (Life Ain’t Usually Great Here), a comedy anthology exploring the darker, yet humorous, aspects of Los Angeles "hood culture," in addition to a new season of his existing popular series, The Lesbian Homie. Finally, Dan & Riya will debut Till Drama Do Us Part, a narrative revolving around a destination wedding that goes spectacularly wrong.

This focused effort to court digital stars follows several other high-profile agreements, including a recent partnership with Kevin Hart’s Hartbeat entertainment company for an upcoming slate of creator-driven movies. Earlier this year, the Fox-owned service also announced extensions and expansions of existing partnerships with major digital entities, including MrBeast and other prominent creators, signaling a long-term strategy to establish the AVOD service as a primary home for the "cordless generation's" favorite storytellers.