Tubi leads as US streamers add 3,700-plus hours of creator content – Ampere

US streamers added over 3,700 hours of creator-led content in the third quarter of 2026, almost quadrupling the 927 hours recorded a year earlier, research from Ampere Analysis has found.

New data from the UK firm shows US streamers are increasingly turning to social media creators to reach younger audiences.

Fox-owned AVoD platform Tubi leads the trend, accounting for more than three-quarters of the total creator-led content distributed in Q3. In March, Tubi partnered with TikTok to launch the Creatorverse Incubator to help creators develop original series across scripted and unscripted.

Distribution of creator content on SVoD platforms grew by 75% over the last quarter. Amazon-owned Prime Video added the most, with over 230 hours of content, featuring the likes of YouTuber Danny Duncan.

As well as acquisitions, Prime Video and Netflix are also leaning into creator commissions, with the number of titles announced globally this year (117) already surpassing that of last year’s tally.

Reality is the genre driving 65% of creator content, as audiences lap up light-hearted lifestyle programming.

Indie prodcos made 94% of the creator-led hours premiering on US streaming services in Q3. Creators frequently license shows they first made for platforms such as YouTube as a way of reaching new audiences while retaining creative control and ownership of their work.

The proliferation of creator content has also boosted the number of shortform shows. TV seasons with an average episode length of less than 20 minutes now account for 37% of new releases, up almost 10% on the previous quarter.

Ricardo Parsons, an analyst at Ampere Analysis, said: “After investing in sports and podcast rights to broaden their offering, streaming services are bringing in familiar faces from YouTube and TikTok.

“For ad-supported services in particular, creator-led shows are a way to compete for the time viewers spend watching shortform video. Ampere expects more partnerships that help creators reach a wider audience while allowing them to continue monetising their content independently on social platforms.”