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After winning the premium film and TV streaming wars, Netflix is setting its sights on the creator economy, looking to strike deals with top talent from YouTube and TikTok.
The Big Picture: Netflix co-CEO Ted Sarandos has commented that the streamer’s only real competition for eyeballs is YouTube… and he’s not wrong. When played on connected TVs, YouTube is the most-watched platform by viewership time. Netflix, which has ambitions to become a trillion-dollar company, will need to take on the Google-owned, video-sharing platform if it hopes to accomplish that.
Behind the Scenes: Netflix really wants to be the one-stop shop for your entertainment needs.
- The company has been making offers to creators and video podcasters to host shows on its platform, usually asking for exclusive runs before they premiere on social media apps.
- That hasn’t flown with most creators, who are reluctant to give up lucrative, ad-revenue-sharing deals in exchange for big, upfront payments… even if they do want the prestige of being on a premium service.
- Still, Netflix has inked deals with kid favorites Blippi (for a new show titled Blippi’s Job Show) and Ms. Rachel (for a package of back episodes) and animated dark comedy series The Amazing Digital Circus (which premieres simultaneously on YouTube).
- The streamer has also been in talks with First We Feast to stream live episodes of Hot Ones, which would be a big get.
Final Offer: Netflix has some competition for creators. Amazon has already scooped up MrBeast for two more seasons of Beast Games on Prime Video, while Peacock has greenlit four new scripted shows from popular creators (the NBCUniversal-owned streamer is even exploring sharing ad revenue with influencers). All in all, 25 new shows across scripted and unscripted featuring digital creators have been announced or released, according to The Information.
Prediction: If Netflix can poach top creators through exclusive deals, it could also hoover up some of the ad dollars currently going to YouTube’s connected TV platform in record numbers.
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