How Tubi Embraces Niche Fandoms

The line between Hollywood and the creator economy is disappearing…Tubi is leading the charge.

Welcome back to the Media Odyssey Podcast! In this episode, hosts Evan Shapiro and Marion Ranchet are joined by Rich Bloom GM, Creators Program & EVP, Business Development at Tubi, to unpack how the Fox-owned streaming service is redefining the creator economy and the very meaning of “creator media.” With over 100 million monthly users, a 95% on-demand model, and a growing library of creator-driven programming, Tubi is blurring the line between traditional entertainment and creator-led storytelling.

The conversation explores how Tubi is empowering creators to become full-fledged media startups by giving them creative control, ownership, and distribution on a major ad-supported platform. From collaborations with Kevin Hart’s Hartbeat, Kinigra Deon, and Joey Graceffa, to ESHAP's own upcoming creator-led film Skit, the episode reveals how Tubi is building an entirely new bridge between Hollywood and the creator economy.

Key Takeaways:

1. Tubi’s Creator Strategy Redefines the Streaming Model
While most streamers are trimming costs, Tubi is investing in a creator-first ecosystem that values experimentation and agility over legacy production cycles. Rich Bloom’s new division sits at the center of that vision, building products and programs specifically for creators rather than simply licensing content.

2. From “Licensing Creators” to “Partnering with Creators”
Tubi’s approach goes beyond one-off deals. The company now co-develops original and exclusive content with creators, providing funding, marketing, and creative freedom without Hollywood’s notorious “rounds of notes.” Projects like SafeSpace (KevOnStage), Bald Brothers, and Escape the Night (Joey Graceffa) reflect a new hybrid of creator autonomy and professional polish.

3. Fast Turnaround, Real Ownership
Creators at Tubi can move from greenlight to launch in as little as three months, a pace unthinkable in traditional TV. In exchange for an exclusive window, they retain IP ownership and share in revenue with a structure that incentivizes both creative and financial success.

4. Fandom and Niche Power Drive Tubi’s Growth
Tubi embraces the “rabbit holes of fandom” that others fear. Its algorithm surfaces niche genres and creator content alongside Hollywood films, encouraging viewers to flow freely between the two. The result: higher retention, younger audiences (55% Gen Z and millennial), and deeper engagement across its 300,000-title library.

5. Advertising with Authenticity
As an AVOD pioneer, Tubi combines low ad loads (4–6 minutes of advertising per hour) with precise targeting. Brands are already showing strong interest in the new “Creatorverse,” where curated creator content offers premium inventory with built-in communities and authentic engagement, a sweet spot for advertisers seeking trust and scale.

6. A New Independent Era: “Skit” and Beyond
Evan and Rich also announce the launch of Skit, a creator-led indie comedy premiering exclusively on Tubi. Made for just $65,000, it represents the new generation of creator-driven storytelling with small teams, big ideas, and direct fan relationships. Both hosts liken the movement to the independent film revolution of the 1990s, positioning Tubi as a catalyst for a new creator-powered renaissance.

Thank you Rich Bloom for joining the pod!

Rich Bloom: https://www.linkedin.com/in/ribloom/ 

Tubi: https://www.linkedin.com/company/tubi-tv/ 

Interested in sponsorship? https://forms.gle/2LCWfX2HBNT8mtpx8

Connect with us on Linkedin:

Evan Shapiro - https://www.linkedin.com/in/eshap-media-cartographer/

Marion Ranchet - https://www.linkedin.com/in/marionranchet/

The Media Odyssey Podcast - https://www.linkedin.com/company/the-media-odyssey-podcast

• (00:00) - Introduction to The Media Odyssey Podcast
• (00:31) - The Melding of Traditional Media and the Creator Economy
• (02:37) - Tubi's Unique Approach to Media
• (03:42) - Interview with Rich Bloom from Tubi
• (04:01) - Tubi's Creator Program and Its Impact
• (05:42) - Tubi's Audience and Content Strategy
• (08:17) - Success Stories and Future Projects
• (10:40) - Working with Professional Creators
• (19:38) - Tubi's Competitive Edge and Distribution
• (24:49) - Advertising Strategies and Creator Opportunities
• (27:02) - New Series and Creator Content
• (29:54) - Elevated Production and Creator Authenticity
• (33:25) - Exclusive Creator Projects and Marketing
• (40:46) - Future Plans and Creator Integration
• (42:31) - Question of the Week: Hollywood and Creators
• (45:24) - Conclusion and Final Thoughts