Original-content share slides from a 67% peak to 55% as the streamer bets on creator content — and Korean players may be the beneficiaries

Netflix is programming a growing slate of creator-driven and YouTube-native content in a bid to look more like YouTube. But the strategy is unlikely to reverse the streamer's stalling engagement and sagging stock price, according to a new analysis by Tyler Aquilina, media analyst at Variety Intelligence Platform (VIP+).

넷플릭스의 ‘유튜브 전략’, 정체된 시청률의 해법이 되기 어렵다
넷플릭스, 유튜브 콘텐츠·팟캐스트 편성으로 시청 정체를 돌파하려 노력 중. 하지만 데이터상 효과가 미미. 전문가 본편 오리지널로 돌아가야 하며, 이 히트작 공백은 검증된 K-콘텐츠에 협상 지렛대와 기회
K엔터테크허브 (K-EnterTech Hub)Jung Han

Luminate Streaming Viewership data shows Netflix's share of U.S. original-content viewing time peaked at 67% in 2023, then slipped to 66% in 2024, 62% in 2025 and 55% in 2026 year to date through July 9, as flagship series wrapped up and few new hits emerged to replace them.

YouTube, meanwhile, has held the top spot in U.S. TV-screen viewing time while generating ad revenues no traditional media company can match. That shift of viewing gravity toward the creator economy explains why Netflix is now programming YouTube content — but, in Aquilina's assessment, the move is a flashy engagement bet that won't cure what ails the company.