Tubi, the streaming service owned by Fox, announced on Tuesday the launch of its native application directly within ChatGPT. This integration aims to provide viewers with a more streamlined method to discover content from its expansive library, which features over 300,000 movies and TV episodes.
While rival platforms such as Netflix and Amazon Prime Video have explored AI-driven recommendation features within their own ecosystems, Tubi stands out as the first major streaming service to develop a dedicated user experience directly inside ChatGPT.
To access this integration, users simply install the Tubi app from the ChatGPT app store and initiate interaction by typing “@Tubi” in a prompt. From there, they can submit natural-language requests, such as “a thriller for girls’ night” or “something funny,” and immediately receive curated recommendations tailored to their preferences, all linked to titles available on Tubi.
This launch comes at a time of escalating competition across the streaming industry. With an overwhelming array of entertainment choices, content discovery has become a significant challenge for all platforms vying for limited viewer engagement. Many streamers have even begun adopting features inspired by social media platforms to keep users engaged, reflecting broader shifts in how audiences consume media.
Tubi’s current initiative builds upon its earlier explorations with artificial intelligence. In 2023, the company introduced “Rabbit AI,” a ChatGPT-powered feature within its mobile app that allowed users to ask specific questions and receive personalized recommendations. However, this tool was discontinued the following year.
The new ChatGPT integration suggests a pivotal strategic shift: instead of attempting to replicate AI experiences internally, Tubi is now meeting users in a space where they are already actively seeking information and answers. ChatGPT reported 900 million weekly active users in February, while Tubi itself registers over 100 million monthly active users.
In separate news, Tubi recently unveiled the “Creatorverse Incubator,” a new program designed to support emerging content creators. This initiative offers promotional backing and potential funding opportunities for original shows that will premiere exclusively on the platform.
OpenAI first enabled developers to build applications within ChatGPT back in October. Since then, dozens of companies have launched integrations, including prominent names like Booking.com, Canva, DoorDash, Expedia, Spotify, Figma, and Zillow. SeatGeek was the most recent to introduce its native app.
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