YouTube to bar Netflix-crossposting creators from ad campaigns and revenue shares

August 21, 2026 · AdIndex

Netflix has signed dozens of YouTube creators, including Alan Chikin Chow and Nick DiGiovanni, to deals that pay them to post the same videos on both platforms, Bloomberg reported, citing sources familiar with the matter. The streaming service's more than 325 million subscribers give creators access to an audience they cannot reach through YouTube alone. YouTube is responding on two fronts. It is offering popular channels millions of dollars, sometimes paid as a share of revenue from major advertising campaigns, to post exclusively on its platform for a set period, and it is preparing to exclude creators who cross-post to Netflix from future marketing campaigns and from revenue shares tied to some large ad deals. YouTube has also told creators that cross-posting already reduces their view counts on the platform.

Ad campaigns built around a creator's YouTube reach can lose impressions if that same creator also feeds a Netflix deal, since YouTube now treats cross-posting as a reason to route campaign dollars elsewhere. Buyers negotiating creator packages need to ask whether a talent holds a Netflix agreement before locking in reach estimates, since eligibility for YouTube's own campaigns and revenue shares now depends on that answer. The dispute also points to a wider contest for creator exclusivity between platforms, one agencies should track when deciding where to commit creator budgets over the coming months.