YouTube is one of the most significant search engines and the most preferred one, but other platforms are also growing in popularity. Two such platforms are Roku and Tubi. These platforms are increasingly featuring content by many big YouTubers. It is an excellent way for YouTubers to repurpose their content and upload it to other platforms, as it is a great way to attract engagement and build a new community on these platforms.
The Rise of Creator-Led FAST Channels
The growth of FAST (Free Ad-Supported Streaming Television) platforms has provided creators with a new platform to expand their reach beyond YouTube. As audiences shift from traditional TV to digital streaming, platforms like Tubi and Roku are incorporating creator-driven programming into their evolving content library strategies.
Tubi’s EVP, Rich Bloom, describes this movement perfectly: “Our point of view is that creators are the new media startups. They own their own IP, they have distribution, they have these built-in fandoms.” This shift reflects the blurring of boundaries between social media and streaming platforms.
For creators, this strategy is about extending the lifespan of their existing work. Many are now uploading already-produced videos, older series, or past seasons onto FAST channels. This not only enhances their content marketing library but also introduces their work to new audiences who may not frequent YouTube.
Creators like MrBeast, who now have their own FAST channel featuring episodes from past YouTube seasons, are leading the charge. This move allows creators to maintain visibility while exploring new revenue streams through ad-supported models. It’s a win-win for both platforms and creators. Tubi and Roku gain access to premium, fan-backed content, while creators receive exposure to a broader TV-viewing audience.
A New Frontier in Content Strategy
For marketers and creators alike, this trend signals a broader evolution in content library strategy. FAST platforms are becoming an extension of a creator’s ecosystem, offering more than just a rerun of YouTube clips. They represent a shift toward multi-platform distribution, giving creators more control over their intellectual property and audience engagement.
Tubi and Roku are also leveraging this momentum to attract younger viewers who prefer on-demand, free entertainment. By curating creator content alongside movies and TV shows, these platforms are redefining what mainstream streaming looks like.
Conclusion
As Tubi and Roku continue to expand their FAST offerings, the distinction between digital creators and television producers is blurring. This rise of creator-led channels showcases how content repurposing, strategic distribution, and fan-driven programming are shaping the next era of streaming. For creators, this is more than a trend: it’s a new chapter in the intersection of digital storytelling and television.
Emerging platforms offer valuable opportunities to boost creator visibility, especially at a time when a clear divide is forming between AI and human creators, with some feeling that AI is overshadowing creativity and diminishing their talent and efficiency.