Tubi shares how he hires creators

Are content creators the next stars of broadcasting? 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 at VidCon 2026 on the Creator Mainstage called Inside Tubi’s Creatorverse: A Roadmap for Creators, and Mashable was there.

Here are the main takeaways from the panel.

What is Tubi looking for from content creators?

Borison began by explaining Tubi’s goal of keeping “the fandom at its best.” He noted that the broadcaster has been expanding in the creative space, launching 40 specials in the past year. Also, he noted that 30% of Tubi’s audience is not on YouTube, which gives content creators an opportunity to expand their reach through Tubi.

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

1. Content Relevance: Rely on proven brands that resonate with the Tubi fandom

Tubi has a huge library of movies and TV shows. Therefore, creators who work within the genres that correspond to the most popular positions may be interested in the broadcaster. Borison told the audience that among the most watched genres on Tubi are true crime, horror, comedy, dark entertainment, adult animation, reality TV, dating, and young adult content.

For example, Borison noted that fear is very popular among Tubi. So CelinaSpookyBoo, who loves a scary story or a lonely house, was suitable, as it were. Bloodsuckers: The Origin, a YA vampire show from Rock Squad.

2. Package Library: Deliver exclusive content. Think seasonal, evergreen, episodic, and/or bingeable.

Some content creators license their existing content to Tubi, such as MeatEater, author and TV host Steven Rinella’s YouTube series about hunting, fishing, and outdoor adventures. 13 seasons are now available on Tubi, and Borrison says that audiences, on average, watch 4 and a half hours at a time.

In the Q&A portion of the presentation, he expanded on Tubi’s interest in long-form content, noting that it likes at least 10 episodes with a running time of 15 minutes or more. Most views on Tubi. Therefore, creators who want to work with them should consider what parts of their library may pass and give new audiences a chance to indulge.

3. Develop exclusive content

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

Tubi is also interested in content created by creators specialized in its niche. In June, Deadline reported that Tubi had signed “its most expansive creative partnership to date” with Kevin Fredericks (aka KevOnStage).

Borison shared that with enthusiasm, over the second season of Fredericks’ original series Tubi Safe Spaceworks with comedy and film specials with broadcaster.

4. Social Engagement: Share with your followers

Another attendee asked if Tubi has a limit on the number of followers a creator must be considered for licensing. Borison responded, “We’re not really looking for a specific number of subscribers. We’re really looking for portability. Will your audience travel to watch anything you do? Will they come to live shows? Are they buying merchandise? Are they engaged in everything you do, and will they enjoy watching more content in a different place?”

To that end, he praised Tubi stars Big Jahh, KevOnStage, and Keith Lee, who use social media to direct fans to their shows on Tubi. Also, Borison noted that creators with investments in their shows are doing well on broadcast. As a financial deal, “Normal, 50/50 rev share across the board.”

With all this information, some in the crowd were ready to go into business with Tubi. But it’s not as easy as signing up for an account, like YouTube. Borison explained, “We often work with many distributors, who will give us content if they have distribution agreements with the creators themselves. They can give us your content, we can review it, and if it makes sense, we can work on it. You can also go directly, and we will look at your content. If the fandom works, if the audience feels right so that all of our TV audiences are ready, then we will prepare all of our TV audiences to go with them. TV platform.”

Mashable is reporting live from VidCon 2026 in Anaheim. Follow our coverage with creator interviewsThe best photos of the panel, and the biggest moments from the meeting floor.