YouTube creators are taking over more than just your recommended feed. They’re signing deals with streaming giants like Netflix and Amazon.
Creators getting streaming deals
In the past month, Dude Perfect and Mark Rober both made headlines for landing big streaming partnerships. Dude Perfect, the group known for trick shots and stunts, is developing an unscripted series with Amazon Prime Video. Meanwhile, Mark Rober, the former NASA engineer famous for elaborate science builds and viral pranks, is set to release The Mark Rober Holiday Extravaganza on Netflix later this year.
This isn’t random. Streaming platforms are doubling down on creators with built-in fanbases. According to a Variety report, Amazon outbid several other platforms to work with Dude Perfect. Netflix reportedly did the same to secure Mark Rober’s holiday special. The reason is simple — creators bring ready-made audiences who are eager to follow them anywhere. That’s a level of built-in marketing traditional Hollywood talent doesn’t always guarantee.
Building a brand and a loyal following
These moves are also part of a larger trend. Last year, YouTube creator MrBeast turned down a $1 billion offer for his media empire. He said it wasn’t worth it. Platforms and studios are realizing creators are more than influencers — they’re brands with loyal communities. Streaming services are betting on creators who can engage audiences in ways that traditional shows can’t.
But there’s more behind these partnerships than viewership. Dude Perfect and Mark Rober didn’t land these deals by luck. They’ve built massive brands with global appeal. They know their value and are negotiating from a place of strength. Amazon and Netflix are meeting them where they are — not asking them to fit into traditional molds.
Creators are now beyond YouTube
For other creators, this means opportunities are expanding beyond YouTube ad revenue or brand deals. It’s possible to turn a channel into a full entertainment franchise. The key takeaway: If you can build a loyal community, there’s no ceiling.
Image courtesy: Mark Rober