The buzz around Jimmy Donaldson’s Beast Games and its collaboration with Amazon’s Prime Video has underscored the immense value of YouTubers in the streaming business.
While ethical and economic debates about the show linger, one thing is clear: creators drive viewership. However, not every platform can afford the multimillion-dollar contracts to secure top talent. As a result, streaming services are getting creative. Netflix is scooping up kids’ content, Peacock is courting TikTok stars, and now Tubi is stepping up with a plan to re-air videos from six popular YouTubers on its platform.
A Modest Yet Promising Start
While Tubi’s move lacks the hype of MrBeast’s blockbuster deal, it’s a solid opening play. The service will feature a mix of cooking shows and web series, totaling over 500 videos — enough to fill an evening’s worth of viewing.
The lineup won’t rival the scale of Prime Video’s high-profile partnerships, but it’s a strategic step to tap into the established fan bases of these creators.
Tubi, known for its free, ad-supported model, is betting on this user-generated content (UGC) to boost its appeal without breaking the bank.
This isn’t Tubi’s first foray into UGC. The platform previously secured exclusive rights to showcase films crowdfunded on Kickstarter and launched a lab to support emerging filmmakers. These bold, unironically ambitious moves stand out, especially given Tubi’s smaller audience reach compared to giants like Netflix or Amazon. The strategy reflects a scrappy determination to carve out a niche in a crowded market.
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A Point of Growth for Tubi
Tubi’s approach highlights a growing trend: leveraging existing online content to attract viewers cost-effectively. By re-airing YouTube hits, the platform can sidestep the expense of original productions while still offering fresh material.
The selected creators, though not household names on the MrBeast level, bring loyal followings that could help Tubi expand its user base. With over 500 videos in the pipeline — spanning culinary tutorials to serialized storytelling — Tubi aims to keep viewers engaged without the hefty price tag of competing services.
As of June 19, 2025, this initiative is still in its early stages, with details about the specific YouTubers and release dates yet to be finalized. However, the move signals Tubi’s intent to compete by playing to its strengths: affordability and accessibility. Whether this gamble pays off remains to be seen, but for a platform punching above its weight, it’s a clever bid to turn YouTube’s success into its own.
