Streaming services like Tubi are recruiting creators like Hollywood once recruited actors

Are content creators the future streaming stars? Tubi is betting on it.

The ad-supported streaming platform, which allows subscribers to stream movies and TV for free, has been expanding its library with shows from content creators like podcaster CelinaSpookyBoo, food critic Keith Lee, and comedians KevOnstage (Kevin Fredricks) and Bigg Jah.

At VidCon 2026, Jess Borison, senior manager of creator partnerships at Tubi, gave a talk on the Creator Mainstage, Inside Tubi’s Creatorverse: A Roadmap for Creators, and Mashable was there.

Here are the big takeaways from the panel.

What does Tubi want from content creators?

At VidCon 2026, Jess Borison presents "Inside Tubi’s Creatorverse: A Roadmap for Creators." Credit: Kristy Puchko/ Mashable

Borison began by explaining Tubi's goal to keep "fandom at the forefront." She noted that the streamer has been greatly expanding into the creator space, launching 40 exclusives over the last year. Plus, she noted that 30% of Tubi's audience isn't on YouTube, giving content creators an opportunity to expand their reach through Tubi.

But what is Tubi looking for in content creator collaboration? Borison brought a checklist.

1. Content Fit: Lean into proven genres that resonate with Tubi fandom

Tubi has a vast library of movies and TV shows. So, creators who are working within genres that align with the most popular verticals could be of interest to the streamer. Borison told the audience that among the most-watched genres on Tubi are true crime, horror, comedy, Black entertainment, adult animation, reality challenges, dating, and young adult content.

As an example, Borison noted that horror is very popular on Tubi. So CelinaSpookyBoo, who loves a scary story or a haunted house, was a perfect fit, as was Bloodsuckers: Origins, a YA vampire show from Rock Squad.

2. Package Library: Deliver non-exclusive content. Think in seasons, evergreen, episodic, and/or bingeable.

Some content creators are licensing their pre-existing content to Tubi, such as MeatEater, the YouTube series by writer and TV personality Steven Rinella about hunting, fishing, and outdoor adventures. 13 seasons are now available on Tubi, and Borison says audiences, on average, watch it for 4 and a half hours at a time.

In the Q&A portion of the presentation, she expanded on Tubi's interest in long-form content, noting that it favors at least 10 episodes with a runtime of 15 minutes or longer. Binge-watching is big on Tubi. So, creators looking to work with them should consider which parts of their library could carry over and give a new audience the chance to indulge.

3. Develop exclusive content

At VidCon 2026, Jess Borison presents "Inside Tubi’s Creatorverse: A Roadmap for Creators." Credit: Kristy Puchko / Mashable

Tubi is also interested in creator-made content exclusive to its platform. In June, Deadline reported Tubi had signed their "most expansive creator partnership to date" with Kevin Fredericks (aka KevOnStage).

Borison enthusiastically shared that, in addition to a second season of the Fredericks' Tubi original series Safe Space, he's also working on comedy specials and a movie with the streamer.

4. Community Engagement: Share with your fans

One attendee asked whether Tubi has a threshold for the number of followers a creator must have to be considered for licensing.

Borison answered, "We're not necessarily looking for a specific subscriber count. We're more looking at portability. Will your audience travel to watch anything you do? Are they coming to live shows? Are they buying merch? Are they engaged with everything you do, and will they be excited to watch more content in a different space?"

To that end, she commended Tubi stars Big Jahh, KevOnStage, and Keith Lee, who use their social platforms to point their existing fans to their shows on Tubi. Plus, Borison noted that creators have a financial investment in their shows doing well on the streamer.

With all this info, some in the crowd were ready to get into business with Tubi. But it's not as simple as signing up for an account, like YouTube.

Borison explained, "We work often with a lot of distributors, who will give us content if they have distribution deals with creators on their own. They can provide your content to us, we can review it, and if it makes sense, we can work through them. You can also go direct, and we'll take a look at your content. If the fandom works, if the audience feels right for our TV audiences, then we would set you up with our portal team to get you all ready to go for the TV platform."

Mashable is reporting live from VidCon 2026 in Anaheim. Follow our coverage for creator interviews, panel highlights, and the biggest moments from the convention floor.