YouTube became the most-watched streaming service on TV in 2025, prompting Hollywood to prioritize creators. Streaming platforms began pursuing creator-driven content and signing top influencers to originals and franchises. Netflix signaled openness to creator partnerships and pursued talent like Ms. Rachel, The Sidemen, and Mark Rober while exploring video podcasts and franchise concepts. Amazon secured MrBeast for Beast Games, which was renewed for additional seasons. Other major streamers and networks also expanded creator collaborations. Talent agencies note a generational shift as YouTube, TikTok, and Instagram grow ubiquitous and reshape audience expectations and studio strategies.
Execs have insisted Netflix is superior to YouTube while also making it clear they're open to deals with its stars. "We're looking for the next generation of great creators, and we're looking everywhere," co-CEO Ted Sarandos said in April. It's not just talk. Netflix has done deals with star creators, including kids entertainer Ms. Rachel, The Sidemen, and, most recently, science educator Mark Rober.
Amazon snagged the creator economy's biggest prize, signing YouTuber MrBeast last year for a competition show, Beast Games. The show aired its season finale in February and was renewed in May for two more seasons. Comcast's Peacock, Disney's Hulu, and others are also working extensively with creators. "The creator economy reached a new level this year, further breaking into the mainstream and public consciousness," said Brent Weinstein, a senior leader at talent giant Creative Artists Agency.
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