Netflix is signing non-exclusive licensing deals with popular YouTube creators including Ms. Rachel, Mark Rober, and the Sidemen, allowing them to keep their channels while also appearing on the streaming platform. Ms. Rachel’s videos accumulated 126 million views on Netflix during a single reporting period in mid-2026. This model marks a shift from the exclusivity strategy that previously defined the streaming wars, with partnerships now favoring flexibility over exclusivity. For creators, these deals represent a new revenue stream from licensing fees without affecting their existing ad and sponsorship income on YouTube.
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