Hollywood experiments with creators, Tubi went all in
Rich Bloom explains how Tubi made creators central to its model instead of a side experiment.
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“We’re creating these rabbit holes where viewers are watching this mix of creator content and traditional Hollywood content… it’s just one more sign to us that this delineation between creator content and Hollywood is becoming less and less meaningful.”
Rich Bloom, GM Creator Content at Tubi
Most streamers treat creators as a new licensing bucket. Tubi turned it into a business unit.
This week on The Media Odyssey Podcast,
and I talk to Rich Bloom, the man leading Tubi’s creator program, a six-month-old initiative that already counts 100+ creators, 10K episodes and a “no notes” approach to production.Tubi always focused on fandoms so it’s only natural to see them building a scalable ecosystem that connects Hollywood titles and creator IP in the same viewing journey. Watch a paranormal YouTuber? The algorithm nudges you into a Tubi horror original. Viewers switch from creator to studio content seamlessly and their retention goes up.
Rich didn’t just talk strategy with us, he dropped news: Tubi is rolling out its first exclusive creator series slate, with projects from Joey Graceffa, KevOnStage, Rock Squad, TheOneShu, Bigg Jah and Dan & Riya now joining its creator lineup.
Budgets are small, timelines tight but that’s the point. Authenticity and speed beat perfection.
The bridge between the creator economy and traditional media is no longer theoretical. Tubi is building it.
LISTEN and/or WATCH in full here: APPLE PODCASTS | SPOTIFY | YOUTUBE
And if you fancy some more Tubi, I spoke to their UK GM, Ross Appleton, back in July.
If you have time for one podcast only, let’s make it The Media Odyssey Podcast, produced with love from Amsterdam & NY.
That’s it for today but before you go:
