Tubi is the first streamer to launch a native app within ChatGPT
Tubi, Fox’s streaming service, announced Tuesday saw the launch of the native app within ChatGPT, giving viewers an easier way to discover the large library of more than 300,000 films and TV episodes.
While competitors such as Netflix and Amazon Prime Video have been experimenting with AI-powered recommendations within their own platforms, Tubi is the first major streaming service to build a dedicated experience directly into ChatGPT.
To access the integration, users can install the Tubi app from the ChatGPT app store and start by typing “@Tubi” into a prompt. From there, they can submit natural language requests, such as “a thriller for a girls night” or “something funny,” and receive instantly curated recommendations tailored to their preferences, all linked to titles available on Tubi.
The launch comes as competition in the streaming industry increases. With endless entertainment options, discovery has become a challenge for all platforms competing for the viewer’s limited attention. Many streamers have even started integrating features inspired by social media platforms to keep users engaged, reflecting a broader shift in the way audiences consume content.
Tubi’s move builds on previous experiments with AI. In 2023, the company introduced ‘Rabbit AI’, a feature within its mobile app powered by ChatGPT, which allowed users to ask specific questions and receive personalized recommendations. However, the tool was discontinued the following year.
The new ChatGPT integration suggests a strategic pivot: instead of trying to replicate AI experiences internally, Tubi now meets users where they already go for answers. ChatGPT reached 900 million weekly active users in February. Tubi reports more than 100 million monthly active users.
In separate news, Tubi recently launched the ‘Creatorverse Incubator’, a new initiative aimed at supporting emerging content creators. The program provides promotional support and potential financing opportunities for original shows that debut exclusively on the platform.
OpenAI first introduced a way for developers to build apps within ChatGPT in October. Now dozens of companies have launched integrations, such as Booking.com, Canva, DoorDash, Expedia, Spotify, Figma and Zillow. SeatGeek was the most recent to launch a native app.
