Fox-owned streaming platform Tubi announced on Tuesday that it has officially launched a native app within ChatGPT, aiming to streamline the movie search process through AI-driven dialogue. As the first major streaming service to join the ChatGPT ecosystem, this move marks a significant strategic shift in how the platform approaches content discovery.
Embracing AI Conversational Search
Users can simply install the Tubi plugin from the ChatGPT Store and type "@Tubi" in the chat box to begin. By using natural language prompts like "find me a thriller for a girls' night in" or "I need something funny to watch," users can quickly receive curated recommendations from Tubi’s library of over 300,000 movies and TV episodes. All recommendations link directly to the playback page on Tubi, significantly shortening the path from search to viewing.
Previously, Tubi experimented with an integrated chat feature called "Rabbit AI" within its own app, but that function was discontinued last year. This direct integration with ChatGPT reflects a change in strategy: rather than attempting to replicate an AI experience within its own platform, the company is choosing to meet users where they already spend their time. As of February, ChatGPT boasted 900 million weekly active users, while Tubi maintains a monthly active user base of over 100 million.
As competition in the streaming market intensifies, platforms are fighting for a limited pool of viewer attention. While Netflix and Amazon Prime Video have experimented with AI-assisted recommendations within their own apps, Tubi is the first major streamer to embed its full experience into the ChatGPT ecosystem. This approach mirrors the strategy adopted by companies like Booking.com, Canva, Spotify, and Zillow, all of which have previously launched in the ChatGPT Store.
In addition to its push into AI-powered search, Tubi recently launched the "Creatorverse Incubator" program. The initiative is designed to support emerging content creators by providing promotional resources and funding to help foster original content exclusively for the Tubi platform.
