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Netflix Targets YouTube Creators to Enhance Streaming Experience

Netflix Inc. has expressed interest in collaborating with prominent YouTube creators, provided their content aligns with the platform’s standards. During the company’s second-quarter earnings call, Co-CEO Ted Sarandos highlighted the potential for exclusive partnerships, particularly as YouTube currently leads the U.S. TV viewership market.

In response to a question from Wells Fargo analyst Steve Cahall, Sarandos stated, “We want to be in business with the best creatives on the planet, regardless of where they come from.” He emphasized the variety of creators from different regions, including Hollywood, Korea, and India, as well as those from social media platforms. While Sarandos noted that not all YouTube content would fit Netflix’s model, he mentioned that certain creators are already succeeding on the platform.

For instance, content creator Miss Rachel reportedly garnered 53 million views on Netflix in 2025. Sarandos expressed enthusiasm for various creators, including the Sidemen and other video podcasters, suggesting they could be a good fit for Netflix’s audience.

Unique Advantages for Creators

Sarandos pointed out that Netflix offers distinct advantages for creators. He mentioned “phenomenal distribution, desirable monetization, brilliant discovery in our user interface, and a hungry audience waiting to be entertained.” Co-CEO Greg Peters added that, despite intense competition from other streaming services, video games, and free content, Netflix remains focused on delivering quality over quantity.

Peters remarked, “Not all hours are created equal,” and highlighted that approximately 80% of total TV viewership share is currently not captured by either Netflix or YouTube. “The vast majority of our money and attention is focused on that 80%,” Sarandos reiterated, underscoring the company’s commitment to exploring new content avenues.

Strong Financial Performance

In terms of financials, Netflix reported second-quarter revenue of $11.08 billion, reflecting a 16% year-over-year increase and surpassing analyst expectations. Looking ahead, the company has projected third-quarter revenue of $11.526 billion, which represents a 17% year-over-year increase, alongside an expected earnings per share of $6.87. This forecast also exceeds market predictions.

Additionally, Netflix raised its full-year revenue forecast to between $44.8 billion and $45.2 billion, up from the previous estimate of $43.5 billion to $44.5 billion.

In the stock market, Netflix shares have demonstrated significant growth, rising 43.69% year-to-date and 96.80% over the past year. On the day of the earnings call, the stock increased by 1.91% during regular trading hours but experienced a slight dip of 1.86% in after-hours trading. According to Benzinga’s stock rankings, Netflix continues to show consistent upward momentum across various time frames, although its value rating remains lower than its momentum score.

The streaming giant’s strategy to engage with YouTube creators could reshape its content offerings and enhance its competitive position in the evolving entertainment landscape.

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