Netflix expands deals with YouTube creators as platforms compete for talent

Netflix is increasingly signing major YouTube creators to reach younger viewers and increase viewing time. Newer arrangements can require creators to release videos on Netflix and YouTube simultaneously, with Netflix offering millions of dollars in addition to existing YouTube income and discussing possible original programming.

The reported response from YouTube includes reducing creators’ reach when they work with Netflix and rewarding them if they return. The competition may benefit creators in the short term by giving them more negotiating leverage and potentially increasing compensation; Disney, Fox and other legacy entertainment companies are also seeking creator deals.