How Tubi Used TMZ to Frame Miley Cyrus as Must-Watch Streaming Content
Tubi's official trailer for No BS: Miley Cyrus is a 31-second promotional film, published in the United States in March 2024, that enlists Harvey Levin and the TMZ commentator team to frame Miley Cyrus's career as the subject of an unfiltered, debate-driven documentary on the free ad-supported streaming platform.
The campaign introduces a Tubi Original formatted as a 48-minute TV-MA documentary and reality hybrid. Per IMDb, the trailer runs approximately 31 seconds and functions as a direct-response prompt, closing with a call to action directing viewers to the platform. The creative positions Tubi not merely as a repository of licensed content but as a commissioning broadcaster capable of producing exclusive, personality-led programming. Harvey Levin, the founder and long-time face of TMZ, anchors the narrative alongside his team of commentators, lending the production an established journalistic identity that Tubi's own brand equity could not yet command independently.
In the United States, where Tubi operates as one of the leading free ad-supported streaming television services, the campaign targets audiences already familiar with both Miley Cyrus's decades-spanning public profile and TMZ's confrontational reporting style. The programme's format — structured debate and editorial analysis of the artist's meteoric rise, controversies, and creative reinventions — is designed to distinguish the content from conventional celebrity biography. No agency has been publicly credited for the campaign's production or strategy, and production credits for the No BS: Miley Cyrus trailer are not publicly documented. The Clapboard Score for this campaign is 55 out of 100, reflecting competent execution of a recognisable content-marketing formula without significant creative distinction.
Tubi operates in a United States streaming landscape defined by fierce competition for viewer attention and advertiser revenue. The strategic logic behind No BS: Miley Cyrus rests on a dual asset: the sustained cultural relevance of Miley Cyrus as a public figure and the combative, insider authority associated with TMZ and Harvey Levin as media personalities.
The free ad-supported streaming television sector — commonly called FAST — has expanded rapidly across the US market. According to Dataintelo, the global FAST market was estimated at approximately 7.9 to 9 billion dollars in 2024, with a projected compound annual growth rate of 16.4 percent reaching approximately 34.6 billion dollars by 2033. Within this environment, Tubi competes directly with Pluto TV, owned by Paramount, and The Roku Channel, both of which carry substantial licensed content libraries and invest in original programming to drive differentiated audience acquisition. Tubi's strategic response has been to build original content around pre-existing media brands — in this case, TMZ — rather than commission wholly new intellectual property, thereby reducing audience discovery costs.
The choice of Miley Cyrus as the documentary subject is equally calculated. Her career arc from child star to Grammy-winning artist supplies the narrative tension — rise, scandal, reinvention — that the No BS format requires. Reddit discussion of the broader TMZ No BS format, documented as early as August 2022 on reddit.com, revealed negative audience sentiment, with commenters describing the programming as an oxymoron and expressing distrust of TMZ's editorial framing. That thread predates the Miley Cyrus episode by approximately 17 months, per reddit.com records, meaning Tubi proceeded with the franchise despite documented public scepticism. The campaign's wager is that Harvey Levin's recognisability outweighs brand resistance among the target demographic of casual, cost-conscious streamers in the United States.
The No BS: Miley Cyrus trailer is built around a tension-first editorial rhythm common to celebrity documentary promotion. The creative opens with declarative assessments of Miley Cyrus's cultural position before cutting to debate-style commentary from Harvey Levin and the TMZ team, establishing an adversarial, talk-show energy that signals the programme will not deliver a reverential portrait.
Production credits for the No BS: Miley Cyrus trailer are not publicly documented. No director, creative director, or production company has been named in publicly available records associated with this campaign. Tubi's historical agency relationships offer partial context: according to tubipressroom.com, Tubi worked with Trailer Park Group on two large-scale brand campaigns in 2021 spanning television, out-of-home, social, and digital display, and Trailer Park Group also supported Tubi's first original film, A Chance for Christmas, with trailer and television assets in June 2021. Whether any ongoing relationship informed the No BS: Miley Cyrus trailer production is not confirmed.
The trailer's 31-second runtime, per IMDb, reflects a deliberate compression strategy suited to social and pre-roll distribution. Footage of Miley Cyrus is interspersed with reaction and commentary from Harvey Levin's team, creating a clip-show grammar that mirrors the programme's actual format and sets accurate audience expectations. The TV-MA rating is surfaced implicitly through tone rather than explicit content, signalling to the platform's adult user base that the treatment is frank rather than sanitised. The language throughout is direct and informal, consistent with TMZ's editorial voice and Tubi's broader positioning as an unpretentious alternative to subscription streaming services. In the United States market, where viewer tolerance for promotional content is calibrated against the absence of a paywall, the no-cost value proposition is embedded in the platform branding rather than stated directly in the trailer itself.
Verified performance data for the No BS: Miley Cyrus campaign is limited to what is publicly documented. Per Clapboard's ad archive, the official trailer recorded 1,635 views, 25 likes, and 1 comment at the time of archiving. No trade-press coverage of the campaign has been identified in Ad Age, Adweek, Campaign, The Drum, or Contagious, and no awards entries or recognitions have been recorded across Cannes Lions, the Effie Awards, The One Show, D&AD, the Clio Awards, the Webby Awards, or WARC Awards.
These engagement figures are modest relative to the scale of the intellectual property involved. A trailer featuring Harvey Levin and centred on Miley Cyrus — one of the most searched celebrity names in the United States across the past two decades — might reasonably be expected to generate broader organic reach. The limited documented traction suggests the trailer functioned primarily as a platform-native asset rather than a wide-distribution marketing campaign, likely serving audiences already within Tubi's owned channels rather than driving new user acquisition.
Structurally, the campaign demonstrates competent alignment between content format and promotional grammar. The trailer accurately represents the programme's debate-and-analysis structure, uses Harvey Levin's established persona as a trust signal, and closes with a direct platform link per tubitv.com records. What it does not demonstrate is a distinctive creative idea capable of earning attention beyond the baseline draw of its celebrity subject. The Clapboard Score of 55 out of 100 reflects this assessment: functional and on-brief, but dependent entirely on borrowed equity from Miley Cyrus and TMZ rather than original creative contribution.
No BS: Miley Cyrus is a Tubi Original documentary. It is a 48-minute TV-MA programme in which Harvey Levin and his TMZ team debate and analyse Miley Cyrus's rise to fame, her controversies, and her career achievements. The programme is available free on Tubi in the United States without a subscription, consistent with the platform's ad-supported model.
Harvey Levin leads the TMZ No BS: Miley Cyrus programme on Tubi. Levin, the founder and long-time public face of TMZ, hosts alongside his team of commentators. Their established editorial voice and public recognition are central to how Tubi has positioned the No BS franchise as insider, debate-driven celebrity content.
Tubi published the official No BS: Miley Cyrus trailer in March 2024 in the United States. Per Clapboard's ad archive, the trailer runs approximately 31 seconds, per IMDb, and was created as a film asset within the TV and streaming promotions category to drive viewership of the Tubi Original programme.
Tubi's No BS franchise differentiates the platform from US FAST competitors including Pluto TV and The Roku Channel by anchoring originals to pre-existing media brands like TMZ. Rather than commissioning new intellectual property, Tubi reduces audience discovery costs by pairing familiar personalities, specifically Harvey Levin, with high-recognition celebrity subjects like Miley Cyrus.
No awards have been recorded for the Tubi No BS: Miley Cyrus campaign. No entries or recognitions appear across Cannes Lions, the Effie Awards, The One Show, D&AD, the Clio Awards, the Webby Awards, or WARC Awards, per Clapboard's research. The campaign also received no documented coverage in major trade publications including Ad Age or Adweek.
The Tubi No BS: Miley Cyrus trailer received a Clapboard Score of 55 out of 100. The score reflects functional, on-brief execution that accurately represents the programme's format and deploys Harvey Levin as a credibility signal, but does not demonstrate original creative thinking beyond the borrowed equity of Miley Cyrus and the TMZ brand.
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