Netflix signs non-exclusive deals with YouTube creators, even as YouTube counters with millions

The relationship between YouTube and Netflix looks less like a turf war and more like an awkward cohabitation agreement. Rather than YouTube shelling out millions to lock creators into platform exclusivity, the actual dynamic playing out in 2025 and 2026 is almost the inverse: Netflix is the one writing checks, signing non-exclusive licensing deals with some of YouTube’s biggest names to bring their content onto its streaming platform. The key word there is “non-exclusive.” Creators get to keep their YouTube channels humming along while Netflix gets to pad its library with proven, audience-tested content. Who’s signing with Netflix The roster of YouTube creators who’ve inked deals with Netflix reads like a greatest-hits list of the platform’s most bankable talent. Ms. Rachel, whose toddler-focused videos have become a parenting essential, has been part of Netflix’s offerings since early 2025. Mark Rober, the former NASA engineer turned science-stunt creator, is in the mix. So are the Sidemen, Rhett & Link, Jordan Matter, and Nick DiGiovanni. The Stokes Twins announced their deal in July 2026, giving Netflix access to their video archives. The crucial detail: nothing gets pulled...