Core Viewpoint - Netflix is advised to embrace "high-value short-form content" to compete with YouTube and attract creators by offering exclusive multi-year deals [1][2]. Group 1: Short-Form Content Strategy - Adding shorter videos would complement Netflix's extensive library and cater to viewers with limited time, potentially attracting younger audiences accustomed to platforms like TikTok and YouTube Shorts [2]. - Satisfying the demand for short-form content could help Netflix close the viewership gap with YouTube, despite not being able to replicate YouTube's vast user-generated content [2]. - Netflix's recent upgrades to its mobile experience, including a vertical video feed and AI-powered search, align with this strategy [2]. Group 2: Financial Incentives for Creators - Netflix could provide more financial security for content creators by paying them upfront, unlike YouTube, which compensates creators based on video performance [3][4]. - Cahall estimates that Netflix could pay top creators an average of $60 per 1,000 hours viewed, which is 26% less than its current content payment rates [4]. Group 3: Industry Perspectives - While some analysts support Netflix's move into short-form content, others, like Joseph Bonner from Argus Research, suggest that Netflix should focus on enhancing its advertising technology and ad tier instead [5][6]. - YouTube is investing heavily in long-form content, with its TV app driving more viewership than its mobile app or website, indicating a strategic focus on retaining viewers through longer programming [7][8]. Group 4: YouTube's Long-Term Strategy - YouTube aims to create a comprehensive video platform that retains viewers across both short-form and long-form content, with a significant portion of revenue now coming from its TV app [7][8]. - YouTube's strategy includes ensuring that viewers remain engaged on its platform after watching a single video, rather than navigating to other platforms [9].