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In a strategic move following the success of Amazon's hit competition series, "Beast Games," which features internet sensation MrBeast, Netflix has begun exploring the creation of its own competition shows that spotlight digital creators. This initiative is part of a broader effort to adapt to changing viewer preferences and to tap into the burgeoning influence of social media personalities.

According to four individuals familiar with the matter, Netflix has specifically pointed to its long-standing franchises, such as "Survivor" and "The Bachelor," as potential sources of inspiration for these new shows. While the streaming giant is still in the nascent phases of brainstorming, it has encouraged potential creator partners to innovate and provide their own takes on the formats discussed.

A source close to the discussions stated, "They have mentioned that 'Beast Games' is good and has done well," indicating that Netflix is keen on replicating its success by embracing modern creators in a meaningful way.

Critics have previously noted that many major media companies struggled to successfully integrate social media influencers into traditional television formats, often resulting in awkward presentations that failed to resonate with viewers. However, it seems that Netflix is adopting a more adaptable approach this time around, involving creators actively in the show development process, as confirmed by three people who have been engaged in the discussions.

Currently, Netflix boasts a variety of competition shows, including the popular "Squid Game: The Challenge." On the romantic front, its series "Love Is Blind" has achieved remarkable success, drawing in large audiences and generating extensive conversations about modern dating.

Furthermore, two sources familiar with Netflix's outreach efforts revealed that the platform is also considering live show concepts. Its recent venture into live programming, "Pop The Balloon," which is an adaptation of a YouTube dating series, received mixed reviews. Host Yvonne Orji mentioned in an interview with Today that future iterations of the show would be "refined and renewed," implying that Netflix is committed to improving its offerings in this space.

This strategic shift comes as Hollywood increasingly recognizes the significant impact of YouTube and other social media platforms on audience preferences. Netflix and other media giants have ramped up efforts to secure partnerships with YouTubers, with Netflix making significant strides in discussions with creator representatives. Notable collaborations include deals with the popular YouTube group Sidemen and preschool educator Ms. Rachel. Additionally, Netflix recently premiered the docuseries "Bad Influence: The Dark Side of Kidfluencing," which focuses on the controversial vlogger Piper Rockelle, reflecting a deeper interest in the creator economy.

In a recent earnings call, Netflix executives emphasized that the platform offers distinct advantages for creators compared to YouTube, including upfront payments and the potential for broader audience reach. "We're looking for the next generation of great creators, and we're looking everywhere," Netflix co-CEO Ted Sarandos stated during the call, highlighting the companys commitment to diversifying its content offerings.

This charm offensive comes at a crucial time as Hollywood acknowledges that younger audiences are increasingly gravitating towards YouTube creators over traditional media. According to Nielsen, YouTubes share of TV viewership has doubled to 12% in March of this year compared to 2021, which marked the first time Nielsen began measuring the full scope of TV viewership, including streaming platforms. In the same period, Netflix has also seen growth, albeit more modest, increasing its share from 6% to about 8%.

As Netflix faces slowing member growth in the U.S. and Canada, experts suggest that the platform must continue to experiment with innovative show concepts. Alejandro Rojas, VP of applied analytics at data firm Parrot Analytics, pointed out that competition shows are particularly effective at retaining viewers and attracting advertisers due to their dramatic storylines, consistent formats, and potential for product integration. He also noted that having a well-known creator lead a show can significantly aid in attracting and retaining new audiences. If a competition show finds success in a specific market, like "Love is Blind," the format can easily be adapted for global audiences. "Competition shows can be as successful as a major scripted show," Rojas concluded, emphasizing the potential for high-impact entertainment in this genre.