Tubi, a streaming service owned by Fox, announced On Tuesday, it launched a native app within ChatGPT that will allow viewers to more easily discover its gigantic library of more than 300,000 movies and TV episodes.
While competitors like Netflix and Amazon Prime Video have experimented with AI-powered recommendations on their own platforms, Tubi is the first major streaming service to create dedicated experiences directly within ChatGPT.
To access the integration, users can install the Tubi app from the website ChatGPT app store and start by typing “@Tubi” at the prompt. From there, they can make natural language requests like “a hen party thriller” or “something funny” and instantly receive curated recommendations tailored to their preferences, all tied to titles available on Tubi.
The launch comes amid intensifying competition in the streaming industry. With endless entertainment options, discovery has become a challenge for all platforms competing for viewers’ restricted attention. Many streamers have even started incorporating features inspired by social media platforms to keep users engaged, reflecting broader changes in the way audiences consume content.
Tubi’s move builds on previous experiments with artificial intelligence. In 2023, the company introduced “Rabbit AI” – a feature in its mobile app powered by ChatGPT that allows users to ask specific questions and receive personalized recommendations. However, the tool was discontinued the following year.
The recent ChatGPT integration suggests a strategic shift: rather than trying to replicate AI experiences in-house, Tubi now meets with users who are already asking for answers. In February, ChatGPT reached 900 million weekly vigorous users. Tubi reports over 100 million monthly vigorous users.
In separate news, Tubi recently launched “Creatorverse Incubator,” a recent initiative aimed at supporting emerging content creators. The program offers promotional support and potential funding opportunities for original programming that will debut exclusively on the platform.
OpenAI first enabled developers to build applications in ChatGPT back in October. Now several dozen companies have launched integration, including: Booking.com, Canva, DoorDash, Expedia, Spotify, Figma and Zillow. SeatGeek is the latest to launch a native app.