Within the streaming industry, Tubi continues to raise its profile, and creators are a big reason why. As the ad-supported video on demand (AVOD) platform achieved its best-ever finish in Nielsen‘s The Gauge report, its Senior Manager of Creator Partnerships Jess Borison took the stage at VidCon to discuss the ins and outs of Tubi’s creator push.
The Gauge is Nielsen’s monthly breakdown of streaming traffic in the U.S. The report measures each distributor’s share of the overall streaming pie, and in the latest edition — which covers April 2026 — Tubi established a new high-water mark. Its traffic rose by 3% to reach an overall share of 2.3%.
Tubi and Roku, which are united under the Fox banner, combined to post a 5.3% market share in The Gauge. That was a higher total than streaming bigwigs like Disney and Prime Video.
Subscribe for daily Tubefilter Top Stories
How is Tubi pulling off such a strong surge? If you ask the platform’s execs, creators are playing an instrumental role. At VidCon, Borison said that Tubi is putting “fandom at the forefront” of its content strategy.
To unite fanbases with its native consumers, Tubi prioritizes partnerships with creators who work within the content categories that draw the most on-platform traffic. Borison explained, for example, that true crime and horror are big on Tubi, which made a revival of Joey Graceffa’s Escape The Night a logical choice. And the platform’s emphasis on Black entertainment has been boosted through pacts with creators like Kinigra Deon.
Tubi will continue to unite with creators, not just on its own platform, but across the streaming ecosystem. A partnership with TikTok, for example, spurred the development of the Creatorverse program. That lineup is now headed to Amazon’s Fire TV devices.
“We’re…looking at portability,” Borison said. “Will your audience travel to watch anything you do? Are they coming to live shows? Are they buying merch? Are they engaged with everything you do, and will they be excited to watch more content in a different space?”
Tubi will continue to ask those questions as it recruits more creator partners. Fox intends to continue upping its presence among streaming consumers, and Tubi is a key cog in that plan.
