How Netflix Is Winning Over YouTubers
Popular YouTube and TikTok stars can bring new shows—and audiences—to streaming sites. But influencers are wary of deals that could curtail their online franchises.
Hollywood used to shrug off social media influencers. But in the last year, five big streaming services, including Netflix, Amazon Prime Video and Hulu, between them have announced or released more than 25 new shows featuring creators, ranging from reality TV series to scripted comedies to licensing deals.
And streaming services hope to strike even more deals with popular creators, seeing them as a less risky bet than paying a fortune for a brand-new show. Creators, meanwhile, are tantalized by the cachet of having their shows run on Netflix or Amazon, as well as the chance to reach audiences who spend little time on YouTube or TikTok.
But there’s a hitch: The creators are loath to enter into any arrangement that could stall the momentum—and money—they’re making online. That friction can derail potential deals.