Making Creator Headlines · Page 6
Netflix Signs Druski, Turning a Social Following Into an Exclusive Appointment
· New York time
Netflix has announced a multiyear deal with YouTuber, comedian and influencer Druski to create original content exclusively for the streaming service. The agreement continues Netflix's effort to bring established online creators to its platform, following deals with figures including Mark Rober, Ms. Rachel and Good Mythical Morning. The deal gives Netflix a creator who has already built an audience beyond the conventional television development system. For Druski, it provides a place to make originals under an exclusive arrangement. The announcement does not establish the budget or guarantee that every existing fan will follow him to a subscription service. That migration is the interesting business question. Social platforms make discovery easy by placing creators in feeds alongside a vast range of other material. A streaming service organizes its offering differently, asking subscribers to choose from a catalog. A familiar creator can help bring attention to that catalog, while a new format gives the creator another way to work. The industry once treated a large online audience as a reason to ask whether someone could make the leap to television. Now the audience is increasingly part of the reason to sign the deal. Netflix still needs a compelling show, and Druski still needs an idea suited to it. But the meeting starts with an introduction most executives would envy: the guest has already brought a crowd.
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