Tubi, the Fox-owned streaming service, announced the launch of its native app within ChatGPT on Tuesday, giving viewers an easier way to discover its massive library of more than 300,000 movies and TV episodes.
While competitors like Netflix and Amazon Prime Video have experimented with AI-based recommendations within their own platforms, Tubi is the first major streaming service to build a dedicated experience directly within ChatGPT.
To access the integration, users can install the Tubi app from the ChatGPT app store and start by typing “@Tubi” at the prompt. From there, they can make natural language requests like “thrillers for girls’ night out” or “something fun” and instantly receive curated recommendations tailored to their preferences, all linking back to titles available on Tubi.
The launch comes amid increasing competition across the streaming industry. With endless entertainment options, discovery has become a challenge with all platforms competing for the attention of limited viewers. Many streamers have begun incorporating 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 ChatGPT-based mobile app feature that allows users to ask specific questions and receive personalized recommendations. However, the tool was discontinued the following year.
The new ChatGPT integration suggests a strategic shift. Instead of trying to replicate the AI experience internally, Tubi is now reaching users who are already looking for answers. ChatGPT reached 900 million weekly active users in February. Tubi reports that it has over 100 million monthly active users.
In separate news, Tubi recently launched the “Creatorverse Incubator,” a new initiative to support emerging content creators. The program provides promotional support and potential funding opportunities for original shows that will debut exclusively on the platform.
OpenAI first introduced a way for developers to build apps within ChatGPT last October. Now dozens of companies have launched integrations, including Booking.com, Canva, DoorDash, Expedia, Spotify, Figma, and Zillow. SeatGeek is the most recent to release a native app.
