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Netflix and Disney Are Poaching YouTube Creators
Netflix for influencers
Influencers and content creators are being courted by streaming platforms like Netflix and Disney+, and YouTube isn’t exactly thrilled.
The Big Picture: As creators strike deals with traditional media companies and streaming platforms, YouTube is fighting to retain its talent, according to THR.
Behind the Clicks: Traditional media companies and streaming platforms are courting content creators to appeal to younger audiences. These creators already have built-in followings and can produce content faster and at a lower cost than major studios.
Netflix started with kids and family content, signing deals with CoComelon and Ms. Rachel, among others. After those became some of the streamer’s most-watched programs in their category, Netflix began reaching out to creators in other genres and commissioning original content.
Creators are also drawn to the exposure traditional media can offer. Akshay Mehta, CEO of creator entertainment studio Lighthouse Studios, says these platforms can help elevate their work and introduce them to wider audiences.
YouTube, meanwhile, is fighting back with incentives and warnings. The platform has even suggested that creators who move to traditional media companies may no longer qualify for YouTube Select, its premium advertising program.
Final Stream: While creators are striking deals with Netflix, Disney, and others, they’re also staying on YouTube, where they have more creative control and an established audience. But as YouTube pushes back against outside deals, creators may find themselves caught between the platform that helped build their careers and the studios offering new opportunities.
Streaming’s Future: With streaming platforms seeking popular, lower-cost content that can be produced quickly, influencers and content creators could soon be taking over Netflix queues.
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Today’s email was written by Deena ElGenaidi.
Edited by Nick Comney. Polled and Copy-edited by Kait Cunniff.
Published by Darline Salazar.