Tubi is the first streamer to launch a native app within ChatGPT

Tubi, the Fox-owned streaming service with over 100 million monthly active users, has become the first major streamer to launch a native app directly within OpenAI's ChatGPT. This strategic move bypasses the need for users to leave the AI interface, allowing them to install the Tubi app from the GPT Store and begin discovery by simply typing '@Tubi' in a prompt. From there, viewers can use natural language to request content—such as 'something funny for a rainy day' or 'a 90s sci-fi movie'—and instantly receive curated, clickable recommendations from Tubi's vast library of more than 300,000 titles.

The launch represents a significant pivot in streaming discovery strategy. While competitors like Netflix build AI features within their own platforms, Tubi is betting on meeting users inside the environment where they are already asking questions: ChatGPT, which boasts 900 million weekly active users. This follows Tubi's discontinued 2023 experiment with 'Rabbit AI,' an in-app feature also powered by ChatGPT. The new native app integration suggests a more sustainable approach, leveraging OpenAI's ecosystem rather than building costly, standalone AI tools. It also places Tubi alongside other major GPT app integrations from companies like Canva, DoorDash, and Spotify, signaling a growing trend of services embedding directly into conversational AI assistants.