By Michaela Gordoni
Tubi shakes hands with TikTok creators to create long-form content in another move by the free streamer.
The Creatorverse Incubator program will help TikTok creators have long-form original shows, TheWrap reported.
Only certain TikTok creators will be selected for the program. Their content, either scripted or unscripted, will be exclusive to Tubi.
“Tubi is doubling down on giving creators a real bridge from digital platforms to premium long-form storytelling,” Rich Bloom, General Manager of Creator Programs and Executive Vice President of Business Development at Tubi, said.
Related: Tubi’s New Program Could Change the Game for Creators and Hollywood
“TikTok has become one of the most powerful engines for discovering creative voices and building passionate communities at scale,” he added. “This partnership allows us to work with successful TikTok creators who are ready to take the next step creatively, expanding their fandoms to new audiences on Tubi and bringing Tubi fans more stories they can’t find anywhere else.”
The first wave of creators will be announced this summer.
TikTok will use its Spotlight promotional tool to help direct fans toward the program’s shows.
“TikTok is committed to empowering creators on our platform and throughout their career journey,” Dawn Yang, Global Head of Entertainment Partnerships at TikTok, added. “Our creators have built deeply engaged audiences on TikTok, and our partnership with Tubi will give the next generation of entertainers more opportunities to expand their audiences, tell bigger stories and turn their creativity into lasting impact.”
Over the last 10 months, Tubi has added 16,000 episodes from 200+ content creators to its platform and continues to make partnerships.
Along with Tubi’s upcoming F1 altcasts, expert racing creators will offer insight and commentary. It will also introduce a FIFA World Cup Fox Hub and will simulcast two games this summer. YouTube creators will also provide insight and commentary.
These moves are part of the company’s overall plan to blend sports with creator-led programs, Sports Video said. Its move toward creator-led programs will help it reach Gen Z, which it also targets through YA originals, GAME ON and REMEMBER ME, Deadline added.
“Tubi has become a destination for YA audiences seeking relatable stories, compelling themes and character-driven storytelling…” Adam Lewinson, the chief content officer of Tubi, said in a statement. “Christopher Pike’s Remember Me became a rite of passage for a generation — a twisty, supernatural thriller that readers never forgot — and we’re excited to reimagine it for today’s audience.”
With all of these tactics, it looks like Tubi has a solid playbook for its current strategy.
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