Fox’s streaming platform, Tubi, revealed on Tuesday the debut of its dedicated application inside ChatGPT, aiming to simplify content discovery for its extensive collection of over 300,000 films and series.
Although rival services such as Netflix and Amazon Prime Video have explored AI-driven suggestions internally, Tubi stands out as the initial prominent streaming provider to establish a specific integration directly within ChatGPT.
Users can utilize this integration by installing the Tubi app from the ChatGPT app store and initiating a prompt with “@Tubi”. They can then submit natural language queries, such as “a thriller for girls’ night” or “something funny,” and immediately get personalized recommendations, all featuring content accessible on Tubi.
This introduction occurs amidst an increasingly competitive streaming landscape. Given the vast array of entertainment choices, content discovery poses a significant hurdle for platforms competing for finite audience engagement. Several streaming providers have even started integrating social media-esque functionalities to retain users, indicative of evolving content consumption patterns.
Tubi’s current strategy extends from its prior AI endeavors. In 2023, the company rolled out “Rabbit AI,” a ChatGPT-powered function in its mobile application that enabled users to pose questions and receive tailored suggestions. This feature, however, was phased out the subsequent year.
This fresh ChatGPT integration signifies a strategic shift: rather than attempting to duplicate AI functionalities internally, Tubi is engaging users on platforms they already frequent for information. As of February, ChatGPT garnered 900 million weekly active users, while Tubi boasts over 100 million monthly active users.
On another note, Tubi recently introduced the “Creatorverse Incubator,” a novel program designed to foster up-and-coming content creators. This initiative provides promotional assistance and prospective financial support for exclusive original series slated to premiere on Tubi.
OpenAI initially unveiled the capability for developers to create applications within ChatGPT last October. Since then, numerous firms, including Booking.com, Canva, DoorDash, Expedia, Spotify, Figma, and Zillow, have rolled out integrations. SeatGeek was the latest to launch its native application.