The battle for your kids’ favorite YouTube stars is heating up. According to a new report from The Hollywood Reporter, Disney and Netflix are aggressively signing top YouTube creators for their streaming services, and YouTube is reportedly playing hardball to keep them.
Disney’s Creator Push
Disney has worked with online creators for years, but over the last few months it has gone all in. The company has struck wide ranging deals with three major family friendly creators:
- Dude Perfect, the trick shot and sports comedy crew
- Dhar Mann, known for his short morality tale videos
- Like Nastya, one of the most watched kids’ channels in the world
Disney is looking for creators who fit its brand and can bring their audiences to Disney+. The deals go beyond streaming, too. As part of the Dude Perfect partnership, Disney is helping the group break into consumer products and live experiences. You can read more about that deal in our post, Disney signs a major creative partnership with Dude Perfect.
Disney also rolled out the red carpet for the creator community, hosting about 350 creators at the El Capitan Theatre and the Disney Studios lot.
Netflix Got There First
Netflix started its creator strategy with kids and family content, bringing over CoComelon, Ms. Rachel and Mark Rober. All three quickly became some of the most watched programs in their category. Netflix has since ordered original shows from creators and expanded into food with Nick DiGiovanni, talk with Good Mythical Morning hosts Rhett and Link, and teen content with Alan Chikin Chow.
LightShed analyst Rich Greenfield estimates Netflix has committed more than $1 billion to creator and podcast programming over three years. Fox owned Tubi has also signed dozens of creators.
Why Streamers Want YouTube Stars
For Disney and Netflix, creators offer a few big advantages:
- Younger audiences: Kids and teens already spend hours watching creator content on YouTube.
- Lower costs: One top creator told THR they can produce an hour of programming for around 10% (or less) of the cost of a traditional comedy, drama or unscripted show.
- Speed: Creators make content quickly, which helps streamers keep their libraries fresh.
As Spotter president Nic Paul put it, “These platforms have seen this shift, and they can’t ignore it.”
YouTube Is Playing Hardball
YouTube isn’t letting its stars go without a fight. According to THR, the platform is offering more brand deal support to creators who stay loyal. But it has also reportedly suggested that creators who shift their allegiance could lose access to some major perks:
- Eligibility for YouTube Select, its premium advertising program for top creators
- Spots at Brandcast, YouTube’s big annual advertiser event
- Support for Emmy campaigns
One creator told THR they were “shocked” by YouTube’s approach, especially since many viewed YouTube Select as based on reach and audience size. Meanwhile, Netflix and Disney have reportedly promised creators spots at their own advertiser events next year and some Emmy funding.
YouTube CEO Neal Mohan has taken a more diplomatic tone, calling the interest from other platforms “flattering” to creators. He pointed to MrBeast, who makes Beast Games for Prime Video while keeping YouTube as his home base.
What This Means for Disney+ Subscribers
For families, this likely means more familiar faces on Disney+. Most creators aren’t expected to leave YouTube entirely. Instead, they’ll keep posting there while making special projects for streamers. But if Disney’s deals with Dude Perfect, Dhar Mann and Like Nastya are any sign, the next big Disney+ hit might come from a creator your kids already know by name.
What YouTube creators would you love to see on Disney+? Let us know in the comments!
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