What's Happening?
Tubi, Fox's free ad-supported streaming service, has announced the hiring of Kudzi Chikumbu, a former TikTok executive, to manage partnerships with creators. This move is part of Tubi's strategy to expand its programming slate from the creator economy. The platform has struck new deals with popular creators such as MrBeast, Alan's Universe, Jomboy Media, CelinaSpookyBoo, and Steven He. MrBeast will bring seasons six through eight of his YouTube channel to Tubi, while Jomboy Media will feature sports shows like Talkin' Baseball and Talkin' Yanks. CelinaSpookyBoo will introduce a longform spooky series to the platform.
Why It's Important?
Tubi's expansion into creator-driven content reflects the growing influence of social media creators in the entertainment industry. By partnering with high-profile creators like MrBeast, Tubi aims to attract their substantial fan bases and increase its viewership. This strategy could enhance Tubi's competitive edge in the streaming market, offering unique content that differentiates it from other platforms. The hiring of Kudzi Chikumbu, with his experience in the creator economy, underscores Tubi's commitment to fostering innovative and engaging content that resonates with digital audiences.
What's Next?
With the new partnerships in place, Tubi is poised to roll out a diverse range of creator-driven content, potentially attracting new viewers and expanding its user base. The platform's focus on original stories from social media creators may lead to further collaborations and content development. As Tubi continues to build its creator economy, it will likely explore additional opportunities to integrate digital-first entertainment into its offerings. Stakeholders, including Tubi executives and creators, will monitor the impact of these partnerships on audience engagement and platform growth.
