Netflix is setting its sights on the creator economy, and it’s taking inspiration from some of reality TV’s biggest hits. Following the massive success of Amazon Prime Video’s Beast Games—a high-stakes competition show featuring YouTube megastar MrBeast—Netflix is reportedly in early talks to create a similar reality series, but with a twist: the lead star would be a digital creator.
According to multiple sources familiar with the discussions, Netflix has referenced long-running formats like Survivor and The Bachelor in meetings, encouraging creators to develop their own versions of those shows. While nothing has been greenlit yet, it’s clear the streamer wants a signature competition series built around a popular online personality.
Creator Collaboration at the Core
Unlike past efforts by traditional media companies to adapt influencer content to TV—with mixed results—Netflix appears to be taking a different approach. Insiders say the company is giving creators more creative input and flexibility when pitching their own take on classic reality formats.
One person close to the talks explained that Netflix specifically mentioned the success of Beast Games and asked creators to put their own spin on similar show structures. Instead of squeezing influencers into outdated formats, the streamer seems intent on building something new from the ground up—co-developed with creators themselves.
This shift in strategy comes as Netflix continues experimenting with unscripted content. The platform has already seen success with shows like Love Is Blind and Squid Game: The Challenge, both of which have pulled in strong viewership thanks to their bingeable formats and viral moments. Netflix’s latest effort to tap into the creator space, Pop The Balloon—a live dating show adapted from YouTube—received a more muted response, but it’s part of a larger trend of trying to crack the code on creator-led TV.
Netflix Doubles Down on YouTubers
Netflix’s interest in digital creators is nothing new. The company has already partnered with notable online stars, including the Sidemen and Ms. Rachel. Earlier this month, it released Bad Influence: The Dark Side of Kidfluencing, a docuseries centered on controversial child star Piper Rockelle. These moves reflect Netflix’s broader effort to bridge the gap between online and traditional entertainment.
Executives at Netflix are also making the case that the platform can offer something YouTube can’t: upfront payments and access to a global audience. On a recent earnings call, co-CEO Ted Sarandos emphasized that Netflix is actively looking for “the next generation of great creators” and is open to finding them anywhere, from YouTube to TikTok and beyond.
Why Competition Shows Matter
As Netflix looks to boost engagement and slow down subscriber churn in saturated markets like the U.S. and Canada, competition shows offer a strategic advantage. They are relatively low-cost, easy to localize, and highly engaging for binge-watchers and advertisers alike.
Alejandro Rojas, VP of applied analytics at Parrot Analytics, noted that competition formats are particularly attractive because they generate emotional investment and repeat viewership. “A strong creator-led competition show could be just as impactful as a major scripted drama,” he explained. “And once a format proves itself in one region, it can easily be adapted globally.”
Having a recognizable online personality lead the show could also help attract younger viewers who have increasingly shifted their attention away from traditional TV to platforms like YouTube. According to Nielsen data, YouTube now commands 12% of total TV viewership, up from 6% in 2021. Netflix has grown as well, but at a slower pace—currently sitting at around 8%.
What’s Next?
While the creator-led survival or dating competition show is still in development, Netflix’s intentions are clear: it wants to bring more influencers into its orbit and develop reality formats that appeal to Gen Z and millennial audiences. If successful, this strategy could create Netflix’s answer to Beast Games—and possibly ignite a new era of creator-powered reality TV.
Whether Netflix’s version of Survivor becomes the next streaming hit remains to be seen, but one thing’s certain: the race to dominate the creator-led competition space is officially on.