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Updated 2026-03-20 13:04 UTC
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67% of U.S. consumers think creators are more authentic than TV, so Tubi is teaming up with TikTok

What happened

Fox-owned streaming service Tubi has partnered with TikTok to launch a "Creatorverse Incubator" program. The initiative will help TikTok creators transition from short-form content to developing original long-form series that will premiere exclusively on Tubi. The collaboration represents a formal bridge between the creator economy and traditional streaming platforms.

Why people care
This marks a significant shift as traditional media companies increasingly court social media creators, driven by data showing 67% of U.S. consumers view creators as more authentic than traditional TV. The partnership could signal a new model for how streaming services source content and compete for audiences.
The takes
Industry optimists say

This partnership represents the natural evolution of entertainment, giving authentic creators with built-in audiences a pathway to longer-form storytelling. TikTok creators already understand what resonates with viewers, making them potentially more valuable than traditional TV writers and producers.

Skeptics say

Short-form viral content creators may lack the skills and experience needed for sustained long-form programming. The partnership could dilute both platforms' brand identities while failing to produce quality content that translates beyond TikTok's algorithm-driven environment.

Sources
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