Netflix’s next move? Copying YouTube

Welcome back!

Duolingo just killed off its chaotic green owl in a marketing stunt for an upcoming app update. Duo has vanished, leaving users speculating what’s next. Was this even necessary? Feels like textbook engagement bait.

Netflix wants in on video podcasts—because, of course, it does

Netflix has spent years trying (and failing) to make talk shows work. Now, it’s eyeing video podcasts, aka the format that’s thriving on YouTube—where people watch their favorite hosts as much as they listen to them.

The play: copy YouTube, but make it Netflix

Netflix has been talking to top podcasters and considering licensing deals, insiders say. It even tried to sign Call Her Daddy’s Alex Cooper before she took a $125M SiriusXM deal.

Why the interest?

• Cheap, bingeable content. Podcasts cost way less than scripted shows.

• More ads, more revenue. Longer watch times = more ad slots.

• Creator-led content. Netflix is already bringing in YouTubers (The Sidemen, Ms. Rachel), so this is a natural next step.

What this means for creators: For now, Netflix wants big names—think SmartLess, not indie podcasters. But if it works? More streamers will jump in, and the door opens for smaller creators to land deals, too.

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Today’s top updates

• TikTok pitched a U.S.-based joint venture to the White House instead of a full sale, per WSJ. Oracle, Amazon, and Microsoft are reportedly interested, while TikTok pushes Android users to sideload the app as it remains off app stores.

• YouTube’s CEO says TV is now the top way people watch YouTube in the U.S., with over 1 billion hours streamed daily. More AI tools and creator investments are coming.

• Twitch announced that it will host its streaming convention TwitchCon Europe in Rotterdam, Netherlands from May 31 to June 1.

• BuzzFeed is launching Island, a new social platform designed for viral content and creator-driven discussions. The platform aims to blend BuzzFeed’s signature quizzes, memes, and trends with interactive community features.

• TikTok is testing a Shop subscription model, aiming to lock in repeat purchases like Amazon. But with a potential U.S. ban looming, its e-commerce future is uncertain.

Tariffs are hitting influencer brand deals

Shein and Halara are pausing influencer campaigns, blaming Trump’s new tariffs on Chinese goods. Halara told creators to hold off on filming until March, while Shein is delaying new U.S. campaign offers.

Why it matters for creators

• Higher costs = lower marketing budgets. Brands relying on cheap imports may cut sponsorships and affiliate deals.

• Consumer spending could drop. More price hikes might mean fewer sales—and fewer influencer opportunities.

Fast-fashion brands aren’t the only ones bracing for impact. Creator-led brands using Chinese manufacturing are already reworking supply chains to dodge rising costs. If tariffs stick, influencers will need to diversify partnerships.

What MrBeast can teach hollywood about the future of entertainment

MrBeast built a global media empire by ignoring Hollywood’s playbook—and traditional studios should take notes.

The 26-year-old YouTube giant, aka Jimmy Donaldson, racked up billions of views by optimizing for algorithms, posting relentlessly, and keeping full creative control—even with his Amazon deal.

So what can Hollywood learn from a YouTuber who buried himself alive for views?

1. Give creators real ownership. Studios still treat talent as hired hands, while MrBeast owns everything—his content, audience, and revenue.

• More control = more buy-in: Hollywood is catching on, with Ben Affleck & Matt Damon’s profit-sharing model offering a glimpse of change.

2. Speed up or lose out. Hollywood drops shows every few years; social creators post weekly, sometimes daily.

• Audiences expect consistency: MrBeast keeps fans engaged non-stop while studios test YouTube-driven content strategies (Love Island, Beast Games).

3. Let creators be themselves. Big media keeps forcing influencers into traditional formats—it doesn’t work.

• Authenticity wins: Fans connect with creators because they feel real—not because they’re squeezed into a late-night talk show mold.

4. Adapt or get left behind. Netflix just signed Ms. Rachel and The Sidemen, Amazon scored a massive hit with Beast Games—the lines between Hollywood and YouTube are already blurring.