Tubi is the first streamer to launch a native app under ChatGPT

Tubi, the Fox-owned streaming service, announced Tuesday the launch of its native app within ChatGPT, giving viewers an easier way to discover its large library of more than 300,000 movies and TV episodes.

While competitors like Netflix and Amazon Prime Video have experimented with AI-powered recommendations within their own platforms, Tubi is the first major streaming service to build a personalized experience directly inside ChatGPT.

To access the integration, users can install the Tubi app from the ChatGPT App Store and start typing “@Tubi” in the prompt. From there, they can submit natural language requests like “sexy story for girls’ night out” or “something funny,” and instantly get curated recommendations tailored to their preferences, all linked to titles available on Tubi.

The launch comes as competition intensifies across the live broadcasting industry. With endless entertainment options, discovery has become a challenge for all platforms vying for the viewer’s limited attention. Many streamers have even begun incorporating features inspired by social media platforms to keep users engaged, reflecting broader shifts in how audiences consume content.

Toby’s move is based on previous experiences with artificial intelligence. In 2023, the company introduced “Rabbit AI,” a feature within its mobile app powered by ChatGPT that allowed users to ask specific questions and receive personalized recommendations. However, this tool was discontinued the following year.

The new ChatGPT integration suggests a strategic pivot: Instead of trying to replicate AI experiences in-house, Tubi now meets users where they actually go for answers. ChatGPT reached 900 million weekly active users in February. Tubi has reported over 100 million monthly active users.

In separate news, Tubi recently launched the “Creatorverse Incubator,” a new initiative aimed at supporting emerging content creators. The program offers 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 applications within ChatGPT in October. Now, dozens of companies have launched integrations, such as Booking.com, Canva, DoorDash, Expedia, Spotify, Figma, and Zillow. SeatGeek was the latest to launch a native app.