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In April 2023, Sam Hyde launched his live reality TV web show Fishtank (also known as fishtank.live or as Fishtank LIVE), a 24/7 interactive reality show where a number of contestants cohabitate and interact with viewers in real time for six weeks. The show has been compared to the Big Brother television franchise due to its format, while others have compared it to the Stanford prison experiment after its content. The show has featured a number of YouTuber guests, such as Chris “Airsoftfatty” LaFon, previously featured in an iDubbbz video, right-wing political commentator Alex Stein, and Frank Hassle, best known for an altercation with fellow YouTuber Steven Williams (better known as Boogie2988), where a revolver was fired by the latter.

Season 1 began on April 18, 2023, with eight contestants. Filming took place in Swansea, Massachusetts, where the house was swatted on the season's fifth day. Season 2 started on December 18, 2023, with 10 contestants. Filming took place in Cumberland, Rhode Island. On January 26, 2024, two days before the season's finale, a homestay service known as FishBNB was announced.

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