Tubi becomes first streamer to integrate with ChatGPT

Tubi, the streaming service owned by Fox, announced on Tuesday the launch of its native app—defined as an application built to run directly within another platform—inside ChatGPT. Developed by OpenAI, ChatGPT is hosting the new integration, making Tubi the first streaming service to launch a native app within the AI platform. While other companies have built integrations, Tubi is the first major streaming service to build a dedicated experience directly inside ChatGPT rather than keeping its discovery tools entirely within its own standalone application.

The integration allows users to search Tubi’s library of more than 300,000 movies and TV episodes using natural language prompts. To use the feature, users can install the Tubi app from the ChatGPT app store and type “@Tubi” in a prompt. From there, they can make natural-language requests, such as asking for “something funny” or “a thriller for girls’ night,” and receive curated recommendations linked directly back to titles available on Tubi. This integration leverages ChatGPT’s reach, which reached 900 million weekly active users in February. For Tubi, which reports more than 100 million monthly active users, the integration offers a new channel to boost content discovery.

OpenAI first introduced a way for developers to build apps inside of ChatGPT in October. Since then, dozens of companies have launched integrations. Tubi’s new app joins a growing ecosystem of ChatGPT apps from companies like Booking.com, Canva, DoorDash, Expedia, Spotify, Figma, and Zillow. SeatGeek was the most recent company to launch a native app prior to Tubi’s announcement. This expanding ecosystem highlights how ChatGPT is transitioning from a simple chatbot into a broader platform hosting third-party services.

The launch represents a strategic pivot for Tubi. The company previously attempted to build its own AI-powered discovery features, introducing a feature called Rabbit AI within its mobile app in 2023. However, that feature was later discontinued. By launching directly inside ChatGPT, Tubi is shifting its approach to meet users on the platforms where they are already looking for answers, rather than trying to replicate AI experiences themselves. Separately, Tubi recently launched the Creatorverse Incubator, an initiative aimed at supporting emerging content creators by offering promotional backing and potential funding opportunities for original shows that will debut exclusively on the platform.

Why it matters

Tubi’s move signals a broader shift in the streaming industry: rather than building AI tools that struggle to gain traction, content platforms are increasingly integrating directly into AI ecosystems to solve the persistent challenge of content discovery.