Disney and Netflix pursue YouTube creators as platform competition intensifies
The Hollywood Reporter describes programming and partnership deals for established creators, alongside YouTube efforts to retain them and source accounts of possible consequences for moving elsewhere.
Disney and Netflix are pursuing programming and partnership deals with established YouTube creators, while YouTube is increasing efforts to keep them on its platform, The Hollywood Reporter reported on October 21. The competition affects where popular creator shows appear and how their makers can finance new work.
The Hollywood Reporter described a wider push by streaming services, including Disney+, Netflix and Tubi, for audiences built around online personalities. Its examples include programming or deals involving CoComelon, Ms. Rachel, Mark Rober, Dhar Mann and Dude Perfect. The companies are pursuing creators whose audiences were established online before any streaming arrangement.
Disney and Netflix creator partnerships
Disney’s recent creator relationships include Dhar Mann, Dude Perfect and Like Nastya, according to The Hollywood Reporter. Its Dude Perfect partnership spans entertainment, sports, consumer products and experiences, extending the relationship beyond shows on a streaming service.
Netflix has ordered creator-led originals in several genres after deals involving programming that began on YouTube, the report said. People on the creator side described financing and opportunities in consumer products and live experiences as attractions of streaming partnerships. LightShed analyst Rich Greenfield gave the publication an estimate of Netflix’s creator and podcast commitments; the report did not establish the underlying contract values.
YouTube’s response to streaming deals
YouTube is increasing support for creators’ brand deals, The Hollywood Reporter reported. The publication also cited sources describing possible consequences for creators who shift their allegiance, involving access to Brandcast, Emmy campaign support and YouTube Select. Those specific practices were reported as source accounts, without an on-record YouTube confirmation in the report.
YouTube chief executive Neal Mohan told the Big Technology podcast that other platforms’ interest in creators was flattering to YouTube’s creators, according to The Hollywood Reporter. His comment came as the company faced competition from streaming services seeking programming and partnerships with people who built their audiences on YouTube.
In an interview published on YouTube’s official blog on October 15, Lilly Singh discussed returning to the platform. She contrasted her experience there with systemic issues she said she encountered in Hollywood. Her account offers a creator’s own perspective on YouTube’s appeal as streaming services seek established online talent.
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Sources and context
- Disney and Netflix Are Courting Creators. YouTube Is Playing Hardball to Keep ThemThe Hollywood Reporter
- YouTube Official Blog: Lilly Singh returns to YouTubeYouTube Official Blog
AI-assisted article checked against the listed sources. NewsJaws did not conduct interviews or attend the reported events.