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The key role of YouTube in the new media landscape is now indisputable and clear to anyone working professionally in the industry. Even “traditional” broadcast networks have acknowledged this and started using it to their advantage, uploading thousands of hours of their content to Google’s platform—in many cases, specifically designed for this destination.
What is somewhat less obvious, however, is the convergence between YouTube and what is considered, rightly or wrongly, its main competitor: Netflix. Yet, examples of this trend are multiplying, proving that this kind of partnership is becoming less tactical and increasingly strategic.
In recent months, Netflix has aggressively secured deals with top YouTube creators in an effort to boost its library with this type of content alongside its flagship originals. Netflix’s new guideline is clear: acquire the (often non-exclusive) rights to the libraries of the world’s biggest YouTubers and launch their shows simultaneously (day-and-date) with Google’s platform.
Here are some of the deals Netflix has recently signed:
• Deal with the “King of Shorts” Alan Chikin Chow (known for his ultra-popular vertical comedy sketches) and with the network of podcaster/creator Jay Shetty, integrating lifestyle content, short-form formats, and personal growth interviews into the platform.
• Deal with the Stokes Twins (Alex and Alan Stokes), who have over 140 million subscribers on their channel. The entire archive of their most-viewed challenge and stunt videos landed on Netflix on July 18, 2026. In addition, the twins will develop and star in a new, long-form original series debuting on the platform in 2027.
• Deal with Mythical studio, led by YouTube creators Rhett & Link, to bring three of their YouTube shows—for now—Good Mythical Morning, Mythical Kitchen, and Last Meals—to the streaming platform.
• Deal with YouTube culinary star Nick DiGiovanni: the Nick’s Kitchen YouTube channel has more than five million subscribers and over 875 million combined views, while the Chef Nick channel has 1.87 million subscribers and 4.3 billion views.
The days when Netflix co-CEO Ted Sarandos dismissed YouTube as a platform just for “killing time” or, at best, a “minor league” for talent sourcing seem very far away (yet it was only a year ago). Now, daily watch time data (where YouTube has overtaken Netflix) and the extraordinary results of the engagement report have forced the streaming giant to radically change its strategy.
Times change and platforms do too…
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