NET-TUBE
Netflix vs. YouTube: the race for the creator economy
NET-TUBE
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…
AUSTRALIAN COMBO
Two classic mega-formats are heading back to Australian screens, shaking up what has been a relatively quiet summer season for unscripted TV.
The first is Ninja Warrior, which is being revived by Network 10. Produced by Banijay-owned Endemol Shine Australia, the new version is slated to air in 2027.
Originally titled Sasuke, this physical game show first debuted back in 1997 on Japan’s TBS network. An instant hit, it has been localized in over 25 territories. If you factor in tape sales of the original Japanese version or the American adaptation, it has been broadcast in over 150 countries worldwide.
Australia is no stranger to the franchise: Australian Ninja Warrior debuted on Nine Network in 2017 and ran for six seasons until 2022. The inaugural season smashed ratings records, quickly evolving into a true cultural phenomenon—making it somewhat surprising that Nine let the rights slip to competitor Network 10.
The concept is straightforward: a group of contenders—ranging from professional athletes and fitness enthusiasts to highly trained everyday people—attempt to complete a grueling, multi-stage obstacle course against the clock. The ultimate objective is to conquer the legendary final tower, Mount Midoriyama, within a strict time limit to claim the title of Ninja Warrior.
The second big return is ITV’s hit reality show I’m A Celebrity… Get Me Out Of Here!, created by London Weekend Television (now Lifted Entertainment / ITV Studios) and first broadcast on ITV in 2002. Adapted and localized in over 10 countries, the Australian version originally premiered on Network 10 in 2015 and ran there for 12 seasons through 2026, before making the jump to Seven Network.
This brand-new edition will premiere in 2027 on Seven and its streaming platform 7plus, produced by ITV Studios Australia. It will feature a fresh cast of celebrities tackling the show’s signature jungle challenges, grueling survival trials, and camp life as they vie for the title of King or Queen of the Jungle.
Fun fact: unlike the UK edition—which shoots in the Australian rainforest—the Australian version is actually filmed in South Africa. The quirky logic of global TV formats strikes again ;)
AI PRANKS
One of the latest rising trends is AI Formats—unscripted TV shows that use artificial intelligence in creative and entertaining ways.
In the Argentine format Me, Myself & AI, guests come face-to-face with hyper-realistic versions of themselves at different stages of their lives, generated using custom AI tools.
Meanwhile, the Spanish dating show La Gran Cita uses AI to create the ‘perfect’ matches for 100 singles—though the participants’ actual choices don’t always match the algorithm’s predictions.
Taking a different approach, the Israeli-Brazilian format The Elevator Pitch introduces Caio Maia, an AI-powered investor who analyzes contestants’ business ideas in real time, evaluating both their weaknesses and growth potential.
However, the most entertaining example is the Spanish show CAPTCHA – No Soy un Robot (I Am Not a Robot). Contestants must solve a series of CAPTCHA tests—the challenges designed to prove you’re human—to show they aren’t AI-generated. Every time someone is eliminated, AI tools instantly transform them into a robot on screen.
Following this trend, ITV Studios’ Creative Network has partnered with famous radio prankster Steve Penk for a digital-first comedy: Steve Penk’s Animal Radio FM, which has launched on YouTube and TikTok. Zoo 55 will distribute the series across its wider digital ecosystem and social platforms.
Known as a pioneer of the prank call, Penk sees his classic comedy reimagined for today’s digital audience. Set in a surreal and hilarious animated world created with AI tools, Steve Penk’s Animal Radio FM takes place in a pirate radio station run by AI animals.
Perched on the top floor of a crumbling tower block overlooking a sprawling cityscape, cats, rats, chickens, and an ever-growing cast of eccentric creatures operate the station, broadcasting chaos to unsuspecting human callers.
Combining nostalgia, cutting-edge technology, and absurdist humor, the series creates a distinctive new visual universe where animal radio hosts relive some of Steve Penk’s most outrageous prank calls ever broadcast.
As with the best AI-driven shows, AI is used here for a clear purpose—adding a layer of absurdity—rather than feeling out of place or being used just to chase a “wow factor” that, frankly, no longer impresses anyone.
NEWS IN A NUTSHELL
RTVE and Zeppelin have begun filming the second season of the local adaptation of Race Across the World. The first season of Hasta el Fin del Mundo (this the local title) was the strongest debut for a reality competition show on La 1 since 2018.
The 14 contestants of season two of La 1’s adventure talent show, Hasta el fin del mundo, have officially set off on their journey.
Warner Bros Discovery (WBD) UK and Ireland has unveiled a 90-hour slate of new comedy and motoring content for its portfolio of channels, with new format Top Trumps: The Comedy Pack topping the bill. Produced by Fremantle-owned Talkback Thames and Naked, the series sees team captains Joel Dommett and Jon Richardson go head-to-head in a comedic version of the popular card game.
WBD-owned Quest, meanwhile, has The Race Mechanic (w/t) set for this October. The series sees Shed and Burned alumni Sam Lovegrove take on races across the country as a race mechanic and occasional co-driver. It hails from Beagle Media. The network also has on tap a new Shed and Burned spinoff: Shed and Buried: Big Stuff. The series, produced by HCA Entertainment and coming to Quest in early 2027, explores the overlooked vehicles that once powered industry, from agricultural giants and working vehicles to icons of speed, travel and transport.
The new season of The Challenge will see the iconic reality competition series move from its traditional home of Paramount cable net MTV to stream exclusively on Paramount+ when it launches on August 5. Season 42 of the series, titled The Challenge: Cutthroat, takes place in Thailand and features a mix of series veterans and newcomers battling for a share of the US$500,000 grand prize. The new season sees the Challengers divided into three teams with the only way to win being crossing the finish line together as a unit.
TV Azteca and Disney+ have announced a strengthening of their partnership with the premiere of Survivor México: La Reliquia en Llamas, the latest season of the survival reality format, which will air simultaneously on both platforms. This new edition introduces a refreshed format dynamic, featuring new contestants and challenges that will elevate the level of competition. For the first time, contestants will need to gather the pieces of a mysterious relic whose power could reshape the course of the game and decide the fate of those remaining in the adventure.
Seven.One Studios International has closed deals for a roster of formats across lifestyle, culinary, game show, reality and dating genres. Among them: Reality dating format Match My Ex has been optioned by Range Studios in the U.S. The format sees celebrity singles hand over the matchmaking reins to their ex-lovers; In Italy, Sky Uno has recommissioned culinary competition My Restaurant Rocks (4 Ristoranti) for a 12th season, as well as licensing a roster of tapes of the format; The improvisational comedy format Schiller Street was ordered to series by ERT in Greece, withthe 40-episode season launching earlier this year.
Paramount+ will premiere the fourth season of Rio Shore across Latin America on August 6, filmed between late 2023 and early 2024, the launch of which had been suspended. Produced by Endemol Shine Brasil, the new installment was originally scheduled for 2024, but was postponed amid Paramount Global’s financial restructuring and the suspension of several company projects.
TF1’s musical format Mystery Duet, distributed by Can’t Stop Media, is officially returning, bringing back the show where celebs accept to sing a duet without knowing with whom they will share the stage.
