Netflix Co-CEO Ted Sarandos Urges EU Regulators to Recognize YouTube as Direct Competitor

Netflix co-CEO Ted Sarandos recently delivered a compelling message to European Union regulators in Brussels, urging them to re-evaluate their understanding of YouTube's role in the media ecosystem. He argued that YouTube has transitioned from a mere social media platform to a formidable direct competitor for both streaming services like Netflix and conventional broadcasters. Sarandos highlighted a perceived deep misunderstanding among policymakers regarding the changing dynamics of television viewing and called for updated audiovisual rules that acknowledge this evolving competitive landscape. His remarks underscored Netflix's significant presence and investment in Europe, its largest market, advocating for a level playing field for all media entities.

Netflix Executive Calls for Fair Competition in EU Media Landscape

In a significant address in Brussels on March 17, 2026, Netflix co-CEO Ted Sarandos voiced strong concerns to European Union policymakers regarding the current state of audiovisual regulations. Sarandos contended that the EU's regulatory framework, particularly as it relates to streaming services and video-sharing platforms, fails to adequately recognize YouTube as a direct and substantial competitor to traditional television and streaming giants. He pointed out that approximately 55% of YouTube engagement now occurs on television sets via its dedicated app, debunking the outdated perception of the platform as merely a repository for 'cat videos.'

Sarandos's intervention comes amidst ongoing discussions for updates to the EU's audiovisual rules, which aim to foster a level playing field among various media players. He emphasized that the policymakers' current approach overlooks crucial shifts in consumer viewing habits and the competitive landscape. Citing recent merger negotiations, possibly referring to the Warner Bros. transaction, Sarandos illustrated what he believes is a fundamental miscomprehension of YouTube's strategic positioning.

Highlighting Netflix's commitment to the European market, Sarandos revealed that the company generated between $3.5 billion and $3.8 billion in revenue from the region in the fourth quarter alone. Over the past decade, Netflix has invested more than $13 billion in European content, supporting over 600 independent producers and creating more than 100,000 jobs for cast and crew across the continent. He also noted that recent merger discussions, such as those involving Warner Bros. Discovery, have unexpectedly fostered new dialogues with theatrical operators globally, hinting at a more collaborative future for exhibition. Sarandos humorously concluded by reflecting on a past experience testifying before the Senate, an event he deemed an interesting, albeit not recommended, experience.

Sarandos's forceful argument serves as a crucial reminder that the digital media landscape is in constant flux, demanding adaptive regulatory frameworks. His call for a "level playing field" resonates deeply, suggesting that an equitable regulatory environment is essential for fostering innovation and fair competition among diverse content providers. This perspective challenges regulators to move beyond traditional classifications and acknowledge the comprehensive impact of platforms like YouTube on contemporary media consumption and production.