Tubi talks about how to hire creators

Will content creators be the streaming stars of the future? Tubi is betting on it.

The ad-supported streaming platform, which allows subscribers to stream movies and TV for free, is expanding its library with shows from content creators such as podcaster CelinaSpookyBoo, food critic Keith Lee, and comedians KevOnstage (Kevin Fredricks) and Bigg Jah.

At VidCon 2026, Tubi’s Senior Manager of Creator Partnerships, Jess Borison, spoke on the Creator Main Stage, Inside Tubi’s Creatorverse: A Roadmap for Creators, and Mashable was there as well.

Key takeaways from the panel include:

What does Tubi look for in content creators?

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

Borison began by explaining Tubi’s goal of keeping “fandom at the forefront.” She noted that the streamer has expanded significantly into the creator space, launching 40 exclusives last year. Additionally, she noted that 30% of Tubi’s audience is not on YouTube, giving content creators an opportunity to expand their reach through Tubi.

But what does Tubi look for in a collaboration with a content creator? Borison came with a checklist.

1. Content Relevance: Focus on proven genres that resonate with the Tubi fandom.

Tubi has a huge library of movies and TV shows. Therefore, creators who work in genres that align with their most popular niches are likely to be of interest to streamers. Borison told the audience that the most-watched genres on Tubi include true crime, horror, comedy, black entertainment, adult animation, reality challenges, dating, and young adult content.

As an example, Borison pointed out that horror is very popular on Tubi. So CelinaSpookyBoo, who loves scary stories and haunted houses, was a perfect fit, as was Rock Squad’s YA vampire show, Bloodsuckers: Origins.

Mashable Trend Report

2. Package Library: Deliver non-proprietary content. Think seasonal, evergreen, episodic, and/or edible.

Some content creators license their existing content to Tubi, such as MeatEater, a YouTube series about hunting, fishing, and outdoor adventures by author and television personality Steven Rinella. There are currently 13 seasons available on Tubi, and Borison said viewers watch an average of four-and-a-half hours at a time.

During the Q&A portion of the presentation, she further elaborated on Tubi’s interest in long-form content, noting that at least 10 episodes with a running time of 15 minutes or more are preferred. Binge-watching is popular on Tubi. Therefore, creators who want to collaborate with them should consider which parts of their library they can take over and give new audiences the opportunity to enjoy.

3. Developing exclusive content

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

Tubi is also interested in content created by creators and exclusive to its platform. In June, Deadline reported that Tubi signed its “most extensive creator partnership ever” with Kevin Fredericks (aka KevOnStage).

Borison was enthusiastic about working on Season 2 of the Fredericks’ Tubi original series Safe Space, as well as comedy specials and a movie with the streamer.

4. Community involvement: Share with your fans

One participant asked whether Tubi has a follower count standard that creators must consider when obtaining a license.

Borison answered, “We’re not necessarily looking for a specific number of subscribers. We’re more about portability. Will your audience travel to see what you do? Will they come to your live shows? Will they buy your merchandise? Are they excited about everything you do? And will they be excited to watch more content in another space?”

For that, she praised Tubi stars Big Jahh, KevOnStage, and Keith Lee for using their social platforms to drive existing fans to Tubi shows. Additionally, Borison noted that creators are investing money to run shows that are doing well on streamers. The financial agreement is, “That’s the standard, 50/50 rotational share across the board.”

Knowing all this information, some in the crowd were ready to start doing business with Tubi. However, it’s not as easy as signing up for an account like on YouTube.

“We often work with a number of distributors, and if they have their own distribution deals with creators, they give us content,” Borison said. You can go directly and we will consider your content and if we feel that the fandom works and the audience is suitable for our TV audience, we will set up a portal team to prepare you for a TV platform.

Mashable is reporting live from VidCon 2026 in Anaheim. Follow our coverage of creator interviews, panel highlights, the biggest moments from the convention floor, and more.