Netflix might go short-form to take on YouTube

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X wants to be Robinhood
Users will soon be able to trade stocks on X. It’s part of Elon Musk’s push to turn the platform into an “everything app,” with peer-to-peer payments (X Money) also on the way.

Instagram upgrades its Edits app
New features like keyframe editing, voice/text effects, and saved audio bring it closer to CapCut territory.

YouTube rolls out AI tools to 80M creators
Auto-dubbing, beat-matching, and the Inspiration tab are expanding across the UK and EU to boost reach and output.

TikTok tests gamified Fan Clubs
Viewers can earn points and perks during livestreams – designed to boost gifting and live engagement.

Netflix might go short-form to take on YouTube

YouTube is going long. Netflix might be going short.

A new note from Wells Fargo analyst Steven Cahall says Netflix should jump into short-form video to win younger audiences – and chip away at YouTube’s dominance.

Here’s the play:
→ Lock creators into multi-year exclusive deals
→ Fill gaps in Netflix’s library with high-value short videos
→ Offer upfront payments (vs. YouTube’s ad-only payouts)
→ Push vertical video and AI-powered discovery on mobile

It’s not wild speculation. Netflix already inked a deal with YouTube megastar Ms. Rachel, and co-CEO Ted Sarandos hinted he’s eyeing video podcasters next.

Cahall estimates Netflix could pay creators ~$60 per 1,000 hours viewed – still cheaper than most content deals it’s signing now.

The big pitch?
Netflix gives creators stability (upfront $$), and in return, builds habit-forming content that Gen Z can watch in under 2 minutes.

Not everyone's convinced:
Some analysts say Netflix should stick to fixing its ads and growing its ad-tier instead of fighting TikTok and YouTube on their home turf.

Meanwhile at YouTube...
They’re doubling down on long-form, especially on TVs:
→ 30% of creators now make most of their money via YouTube’s TV app
→ Podcasts are a big draw – 1B people watch them monthly on TV
→ YouTube’s goal is clear: be the one platform people stay on

The battle lines are drawn:
Netflix wants more short-form.
YouTube wants more long-form.
And creators? They’re caught right in the middle – with leverage.

VidCon 2025 was all business (and still chaos)

This year’s VidCon felt lighter on brands – but heavier on real talk. While Cannes Lions pulled some creators away, the ones who showed up had plenty to say about where the creator world is headed.

Here’s what stood out:

→ YouTube livestreams are quietly crushing – Creator Jenny Hoyos grew from 4M to 9M subs thanks to vertical lives on Shorts, with one stream hitting 10K concurrent viewers.

→ Spotify’s pivoting to fitness – A yoga podcast cracked the top 10. With 300M users watching video pods, fitness creators might want to pay attention.

→ Indie distribution is sticking – Studios like Mythical and Dropout are doubling down on direct-to-fan platforms like Kiswe and Vimeo. Fewer middlemen. More ownership.

→ AI is here, but human wins – Creators are using AI for editing, insights, and scaling – but leaning into what AI can’t do: fan meetups, IRL content, and imperfection.

→ IP is the new flex – Creators are building content empires: trademarked series, merch lines, licensing deals. Think: cartoons from YouTubers and pitch decks headed to streamers.

→ Creators are hiring like studios – From COOs to showrunners, creators are scaling. Dhar Mann now has 200 staff and a 125,000 sq ft studio. Not a side hustle anymore.

The vibe? Less hype, more infrastructure. Creators aren’t just chasing views – they’re building long-term empires.

BeReal is trying to go viral again

Remember BeReal? The “App of the Year” in 2022, SNL spoofed it, Gen Z downloaded it in droves – and then forgot about it.

Now under Voodoo Games, BeReal’s trying to get its groove back. At Cannes Lions, managing director Ben Moore laid out the plan: new features, micro-ambassador campaigns, and parties you can’t get into unless you’ve downloaded the app.

Here’s the comeback strategy:
→ Nearby lets users find people around them
→ Interest-based discovery connects users posting similar stuff (like dogs or travel)
→ Ads will feel more like real posts, not banners
→ Marketing will hit hard on Voodoo’s other apps + college campuses

The goal: recenter BeReal around raw, unfiltered social connection – no pressure, no polish, no “please like this” vibes.

But the climb is steep:
→ App downloads are down 50% YoY
→ 2025 has brought only 4.5M downloads so far
→ Active users sit around 40M, with Japan, France, and the U.S. leading

Still, Moore’s optimistic:
“Gen Z is tired of filters, lenses, and chasing views,” he said. “We’re trying to build something real – again.”

And if BeReal can deliver on its name, it just might work. As Ralph’s CGO Gareth Jones put it: “We live in an age of asinine algorithms and addictive social garbage. If BeReal can bring humanity back to social, that’s more powerful than any ad spend.”

YouTube’s next big bet? Subscriptions.

Ad money might still be YouTube’s bread and butter – but it’s banking hard on subscriptions to drive the next wave of growth.

YouTube’s sub-based business (think: Premium, Music, YouTube TV, NFL Sunday Ticket) is now worth at least $15B a year – nearly half the size of its $36B ad biz.

Here’s what’s driving the shift:
→ Ads are scaling slower – YouTube’s already maxed out in many markets
→ Premium subs hit 125M this year (up 25% YoY)
→ Sports rights (like NFL) and exclusive content keep users sticky
→ Internal hires are being considered to oversee the entire subscription push

But it’s not all upside:
→ Convincing users to pay for something they’ve always had free? Tough.
→ YouTube still has to split sub revenue with creators, labels, and leagues
→ More subs = potentially less eyeballs on ads = trade-offs for creators

The big picture:
YouTube wants to be the only platform you need – TV, music, creators, sports – all in one feed. And increasingly, it wants users to pay for that access.

For creators, it’s a mixed bag: more monetization opportunities, but more platform control over how and where revenue flows.