EXCLUSIVE: Tubi has put its boots on for its first UK original made with creators.
The free streaming platform has ordered Wheel of Misfortune, a series from football freestylers Paul Wood and Paul Klein, or Woody & Kleiny, who have nearly 16 million YouTube followers and over five million on Instagram.
The show will see the pair, who have previously showcased their skills on Britain’s Got Talent, spinning a wheel and doing “hilarious, brutal or downright ridiculous” forfeits. “Who will survive the chaos and who will regret spinning?,” asks the synopsis.
The commission comes through the Tubi for Creators initiative, which first launched in the U.S. last year to showcase more than 500 episodes from the likes of FunnyMike, Watcher and Jubilee.
Tubi says one in six Tubi UK viewers watched creator content in July, accounting for more than 10% of total watch time in the country. The streamer offers more than 25,000 episodes from more than 400 creators, and launched its Creatorverse Hub last month across its markets.
According to a YouGov poll from 2025, adult-age Gen Zs and Millennials made up 51% of Tubi’s UK audience.
Wheel of Misfortune marks Woody & Kleiny’s first TV commission, with their content to date having been self-published.
“Creators have built some of today’s most passionate fandoms, and Woody & Kleiny have proven that they don’t need to become anything other than who they are to make great entertainment,” said Sami Qasem, Tubi’s Director of Creator and Content Partnerships UK in an exclusive interview with Deadline.
“Their roots in freestyle football, combined with humour, competition, personality and participation, resonate with what we’re seeing across audiences in the UK. Audiences aren’t bound by traditional genres; they are hungry for authentic storytelling from creators who speak to their interests and fuel their fandoms.”
Qasem called Wheel of Misfortune “an important first step as Tubi’s first UK exclusive creator series” under the Tubi for Creators initiative.
“We expect the UK slate to develop over time as we learn from audiences, creators and the performance of different formats,” he added. “Our strategy is to curate a slate of creator content on Tubi that feels distinct and puts fandom at the centre, with genuine audience connection. That’s what excites us at Tubi: not changing what makes creators distinctive, but giving them new ways to build out on it.”
Tubi, which is part of Fox Corp, has been building out the Tubi for Creators program in line with global growth of the creator economy and its increasing impact on traditional TV players. The free streamer is available in 11 countries across North America, Latin America, Europe and Oceania, and Tubu is “exploring all opportunities” as “each market has its own creator ecosystem, cultural nuances and passionate fandoms,” said Qasem.
