Fox’s Tubi is doubling down on creators and bringing in a long-serving TikTok exec to lead to push

The Fox Corporation is turning its ad-supported video on demand (AVOD) hub into a haven for creators, and it has appointed an experienced executive to oversee that effort. Kudzi Chikumbu, who spent more than eight years at TikTok and its predecessors, has joined Tubi as its VP of Creator Partnerships.

Chikumbu’s first role in the creator economy was an entertainment partnerships position at Musical.ly, the lip-syncing app that was bought by ByteDance and merged with TikTok. Post-acquisition, Chikumbu rose up the ranks at TikTok, eventually becoming its Global Head of Creator Marketing.

According to Chikumbu’s LinkedIn page, he started his new role at Tubi this month. The seasoned eexec arrives at a crucial moment for Fox’s AVOD hub. After amassing an audience of more than 100 million monthly active users, Tubi has set its sights on the creator world. Its early dealings in that area included a Khaby Lame travel series and an Issa Rae-affiliated talent incubator called Stubio, which remains active.

Tubi redoubled its influencer push earlier this year, when it announced a new hub called Tubi for Creators. That’s where viewers can turn if they want to watch hundreds of episodes of serialized content from YouTube and TikTok standouts like Kinigra Deon

As Chikumbu joins Tubi, the platform is announcing the next phase of its creator hub rollout. A fresh slate of deals is bringing content from the likes of MrBeast, Jomboy Media, CelinaSpookyBoo, Steven He, and Alan’s Universe to Tubi. Chikumbu will guide Tubi as it looks to add even more YouTube and TikTok fare to its free-to-watch library.

“I’m thrilled to join Tubi at a time when creators are redefining entertainment,” Chikumbu said in a statement. “Tubi’s dedication to empowering creators with creative freedom and meaningful incremental audience reach is unmatched, and I’m excited to bring fresh, bold, and authentic storytelling to their passionate viewers.”

For Fox, the mission to build a creator-forward content lineup is not just a Tubi thing. The corporation has hunted for creator partnerships to fill up all of its owned-and-operated platforms, including Fox News and Fox Sports. With the NFL season right around the corner — and given the connections between Tubi and Fox Sports’ football coverage — don’t be surprised if you see more creators on your screen whenever you hear this familiar jingle.