Tubi has introduced a native app experience for a streaming service inside ChatGPT. The Fox-owned streamer announced the integration on Tuesday, designed to make content discovery easier by letting users install the Tubi app from the ChatGPT app store, then type prompts (using “@Tubi”) to receive curated recommendations linked to titles available on Tubi.
A Dedicated Streaming Experience Inside ChatGPT
Tubi announced the launch of its native app within ChatGPT, positioning it as a new approach to how streaming platforms can surface content. The integration provides access to Tubi’s library of more than 300,000 movies and TV episodes, while aiming to reduce friction when viewers choose what to watch next.
Users can access the integration by installing the Tubi app from the ChatGPT app store. After installation, they can type “@Tubi” in a prompt to make natural-language requests such as “a thriller for girls’ night” or “something funny,” and receive curated recommendations tailored to their preferences and linked to titles available on Tubi.
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 dedicated experience directly inside ChatGPT.
Discovery as a Strategic Priority
The integration addresses a broader challenge across streaming: as entertainment options multiply, discovery becomes harder. Streamers compete for limited viewer attention, and many services have added features inspired by social media to keep users engaged.
Tubi’s move routes content discovery through an AI assistant that users already visit for answers. Rather than asking users to start on a streaming home screen, the company is meeting users inside ChatGPT. This approach shifts the user interface from “catalog navigation” toward “intent capture,” with the assistant acting as the front-end for recommendation retrieval.
From Rabbit AI to ChatGPT Integration
Tubi’s ChatGPT integration represents a shift in deployment strategy. In 2023, Tubi introduced “Rabbit AI,” a feature within its mobile app powered by ChatGPT that allowed users to ask specific questions and receive personalized recommendations. However, the tool was discontinued the following year.
The new ChatGPT app integration suggests a strategic change: instead of embedding AI functionality within Tubi’s own interface, the company is now offering a native app experience inside ChatGPT itself. This could indicate that Tubi tested AI-driven discovery in its own app and later concluded that placing the experience in ChatGPT’s ecosystem might reach users differently.
User Scale and Market Opportunity
The integration arrives as competition intensifies across the streaming industry. ChatGPT reached 900 million weekly active users in February, while Tubi reports more than 100 million monthly active users. The integration could function as a discovery funnel: users who ask questions in ChatGPT may encounter Tubi recommendations without first navigating to Tubi’s catalog.
If other streaming services follow this model, the assistant layer could become a new interface for content selection, not just a place for general information.
Supporting Content Creators
In separate news, Tubi recently launched the “Creatorverse Incubator,” an initiative aimed at supporting emerging content creators. The program offers promotional backing and potential funding opportunities for original shows. While not directly tied to the ChatGPT integration, it reflects a parallel effort: improving discovery through the assistant integration while expanding content pipelines through creator support.
Source: TechCrunch