Tubi, the streaming service owned by Fox, revealed on Tuesday that it has launched a native app within ChatGPT, offering viewers a more convenient method to explore its extensive catalog of over 300,000 movies and TV episodes. While rivals such as Netflix and Amazon Prime Video have tested AI-driven recommendation features on their own services, Tubi stands out as the first major streaming platform to create a specialized experience directly inside ChatGPT.

To use this integration, users simply need to install the Tubi app from the ChatGPT app store and start by typing “@Tubi” in a prompt. They can then make natural-language requests, such as “a thriller for girls’ night” or “something funny,” and immediately get curated suggestions that match their tastes, with each recommendation linking directly to content available on Tubi.

This launch arrives at a time when competition in the streaming industry is growing increasingly fierce. With countless entertainment choices available, helping viewers discover content has become a significant hurdle for platforms competing for limited audience attention. Many streaming services have even started adding features inspired by social media to boost user engagement, highlighting broader changes in how people consume media.

Tubi’s latest step builds on its previous experiments with artificial intelligence. In 2023, the company rolled out “Rabbit AI,” a feature in its mobile app that used ChatGPT to let users ask specific questions and receive personalized recommendations. However, that tool was discontinued the following year. The new ChatGPT integration signals a strategic shift: rather than attempting to develop AI experiences internally, Tubi is now connecting with users where they already go for answers. ChatGPT reported 900 million weekly active users in February, while Tubi itself has over 100 million monthly active users.

In other news, Tubi recently introduced the “Creatorverse Incubator,” a new program designed to support up-and-coming content creators. The initiative provides promotional support and possible funding opportunities for original shows that will premiere exclusively on the platform.

OpenAI first enabled developers to build apps inside ChatGPT back in October. Since then, numerous companies have launched integrations, including Booking.com, Canva, DoorDash, Expedia, Spotify, Figma, and Zillow. SeatGeek was the most recent to debut a native app.