Key Takeaways
Disney announced a content and development deal with Like Nastya on September 17, the kids YouTube brand's first pact with a major studio.
The deal will develop an original animated preschool series for Disney Jr. and Disney+, plus new live-action content for families.
Like Nastya has more than 450 million subscribers across 25 YouTube channels in 22 languages and over 275 billion lifetime views.
The Walt Disney Company has signed a content and development deal with Like Nastya, one of the biggest kids' brands on YouTube, in what Disney called the brand's first development deal with a major entertainment company. The partnership, announced September 17, will produce an original animated preschool series now in development for Disney Jr. and Disney+, along with new live-action programming aimed at kids, tweens, teens, and families. Disney will also carry a curated slice of the existing Like Nastya library.
The scale behind the deal is the story. Like Nastya, built around a young girl named Anastasiia, has grown into more than 450 million subscribers across 25 YouTube channels in 22 languages, with over 275 billion lifetime views. Anna Radzinskaia, Nastya's mother and the founder of the brand, called the partnership "an exciting opportunity to create something truly special for a new generation."
For Disney, the deal is part of a wider move to pull YouTube-native audiences onto its platforms, following recent tie-ups with Dhar Mann Studios, Gracie's Corner, and a content-sharing arrangement with TikTok. For Like Nastya, it is a bridge from an ad-supported feed into traditional animated television and a studio's distribution.
The pattern echoes what WYDE has covered across the creator economy, from YouTube paying its top creators to stay exclusive to the Forbes list of creators who earned a combined $1 billion. Legacy studios and platforms are competing for the same creators, and the biggest young audiences increasingly started on YouTube. Worth watching.
People Also Ask
What is the Like Nastya Disney deal? A content and development deal, announced September 17, to make an original animated preschool series for Disney Jr. and Disney+ plus new live-action content.
How big is Like Nastya on YouTube? More than 450 million subscribers across 25 YouTube channels in 22 languages, with over 275 billion lifetime views.
Is this Like Nastya's first studio deal? Yes. Disney called it the brand's first development deal with a major entertainment company.
What content will come from the deal? An animated preschool series for Disney Jr. and Disney+, new live-action programming for families, and a curated set of existing Like Nastya videos on Disney platforms.