Marketecture Podcast: How Tubi is Embracing Creators and Trying to Shake up Streaming

Release Date: August 11, 2025

In this compelling episode of the Marketecture Podcast, hosted by Ari Paparo, listeners are treated to an insightful interview conducted by Mike Shields from Next in Media with Rich Bloom, the newly appointed Executive Vice President and Head of the Creator Program and Business Development at Tubi. The conversation delves deep into Tubi's innovative strategies to integrate creators into their platform, aiming to disrupt the traditional streaming landscape.

1. Introduction to Tubi and Rich Bloom’s Role

[02:04] Rich Bloom:
"You're really about an ad-supported VOD platform... with almost 300,000 movies and TV episodes."

Rich Bloom provides a comprehensive overview of Tubi, highlighting its position as a free streaming service tailored for diverse fandoms. With over 100 million monthly active users and accounting for 2.2% of the total U.S. TV viewing audience, Tubi stands out with its expansive library of nearly 300,000 movies and TV episodes, including 400 originals. Bloom emphasizes Tubi's reliance on AI-driven programming to deliver personalized content, ensuring viewers receive the right content at the right time.

2. The Sideline Project: A Success Story

[06:29] Rich Bloom:
"Sideline was the most successful original we've ever had. It brought in more new viewers than any title we've ever had."

The discussion shifts to Tubi's original content initiative, specifically the success of "Sideline." Adapted from a popular Wattpad novel and starring TikTok sensation Noah Beck, "Sideline" surpassed expectations by attracting a vast new audience. The project exemplifies how Tubi effectively merges traditional IP with contemporary creator-driven content, resulting in viral engagement across platforms like TikTok.

3. Tubi’s Creator Program: To Be for Creators

[05:40] Rich Bloom:
"Our main focus has been conceptualizing and launching this program called To Be for Creators... elevating their careers and businesses."

Rich Bloom elaborates on Tubi's ambitious To Be for Creators program, designed to bridge the gap between digital creators and the traditional streaming ecosystem. By collaborating with creators from platforms like YouTube, Tubi offers them opportunities to produce high-quality, long-form content tailored for streaming audiences. Within six weeks of launching, the program expanded from six creators and 500 episodes to 50 creators and over 5,000 episodes, showcasing rapid scalability and strong audience engagement.

4. Integrating Brands into the Creator Ecosystem

[20:14] Rich Bloom:
"We're going to give brands the opportunity to buy inventory directly in creator content... opportunities for branded content and product integrations."

Bloom discusses the potential for brands to engage more deeply with Tubi's creator-driven content. Beyond traditional advertising, brands can sponsor sections like the Creator Verse or invest in original productions, integrating their products seamlessly into content. This strategy not only provides brands with targeted inventory but also enriches the viewing experience with authentic branded content.

5. The Convergence of Traditional TV and Creator-Driven Content

[10:18] Rich Bloom:
"The line between creator content on YouTube and traditional content is getting blurrier and blurrier."

Addressing the evolving media landscape, Bloom asserts that the distinction between creator-driven platforms like YouTube and traditional streaming services is diminishing. Tubi leverages this convergence by embracing creators who produce high-quality, long-form content, thereby expanding their audience base and enhancing content diversity. This strategy aligns with the growing trend of creators transitioning to mainstream media, validating the symbiotic relationship between different content formats.

6. Future Directions: Community and Interactivity

[22:00] Rich Bloom:
"We're focused on longer-form content... but we're keeping an eye on how community and interactivity evolve."

While current efforts prioritize high-quality, long-form content, Bloom acknowledges the potential future integration of community and interactive elements into the streaming experience. Although not a primary focus at present, Tubi remains open to evolving its platform to incorporate interactive features, reflecting the participatory nature of modern media consumption.

7. Unique Content and Fandoms on Tubi

[25:19] Rich Bloom:
"A really unique thing about Tubi is we have these subreddits where people are talking about Tubi movies and original series."

Highlighting Tubi's strength in catering to diverse and passionate fandoms, Bloom points to the platform's ability to serve niche audiences through its extensive library. From independent creations like "The Lesbian Homie" to classic favorites like "Murder, She Wrote," Tubi thrives by curating content that resonates with specific fan communities, fostering a loyal and engaged user base.

8. Conclusion and Looking Ahead

The interview concludes with Bloom reiterating Tubi's commitment to supporting creators while expanding their content offerings. By fostering a collaborative environment where creators retain ownership and creative freedom, Tubi positions itself as a dynamic player in the streaming industry, poised to attract both audiences and advertisers seeking authentic and engaging content.

Notable Quotes:

• Rich Bloom on Tubi's Success:
  "Sideline was the most successful original we've ever had. It brought in more new viewers than any title we've ever had." ([06:29])

• On the Creator Program's Growth:
  "In six weeks later, we have almost 50 creators and over 5,000 episodes of content." ([15:25])

• On Content Strategy:
  "Creators are the new media startups. They are sophisticated, they're producing content, they own IP, they have huge distribution channels, they have giant fan bases who are really loyal." ([14:00])

• On Brand Integration:
  "We're going to give brands the opportunity to buy inventory directly in creator content." ([20:14])

This episode offers a comprehensive look into how Tubi is leveraging creator partnerships to enhance its streaming platform, providing valuable insights for marketers, advertisers, and media enthusiasts interested in the future of streaming and content creation.