Tubi lands Vimeo exec to lead creator push

Fox-owned streamer Tubi has doubled down on its plans to invest in creator-led series by hiring former Vimeo exec Rich Bloom to lead a new content initiative.

Tubi for Creators aims to accelerate the company’s investment in creator-led shows, with 500 videos from six producers initially being added to the free streamer’s offering.

Bloom, who was previously general manager of Vimeo OTT, becomes Tubi’s general manager of creator programs & executive vice president of business development.

He will oversee the initiative, with the company aiming to draw in more creators and provide “thousands of videos” to viewers in the coming weeks.

Tubi for Creators will also encompass the streamer’s previously launched fan-focused production unit Stubios, and its partnership with Kickstarter.

Talent attached to the scheme include Canadian duo Dan and Riya, who are known for their Beverly Valley High series, which will become available on Vimeo.

Comedian and rapper FunnyMike, who has more than 30 million followers across platforms, is also attached, alongside Jason Y Lee’s Jubilee, scripted producer Kinigra Deon, Mythical Entertainment, and content from Watcher, which was founded by Ryan Bergara, Shane Madej and Steven Lim.

The move comes just a week after Tubi chief Anjali Sud, who was previously Vimeo chief exec, told the Banff World Media Festival that she wanted to expand its creator-led talent roster.

“We’re listening to our viewers and recognise their desire for more stories that reflect culture and talent from the digital world,” Sud said of today’s news.

“As the home for free, premium entertainment, Tubi is uniquely poised to bring the creator economy to Hollywood and expand the pathways for creators to succeed in long-form storytelling. Rich has spent his career in video partnering and supporting creators, and I’m excited for him to accelerate our efforts to help more storytellers find their audience and bring more unique stories to our fans.”

Bloom added: “Many creators today function like full-fledged production studios creating longer-form, episodic content that is a perfect fit for broader distribution and Tubi is the right partner to level-up their content and grow their audience.”

Tubi has been expanding at pace over recent years and now claims more than 100 million monthly active users.

It rolled out into the UK last year and has since hired former ITV streaming exec Ross Appleton and commissioned a raft of local originals, including a show from Nick Emmerson’s new indie Headers And Volleys Entertainment.