It's Monday and if you source your favorite tunes from Soulseek, watch out: a number of songs have been swapped out for covers featuring a singing AI Homer Simpson.

SHOPPING SPREE

The partnership: Google has announced a pact with Rakuten Ichiba, a company that is often described as Japan’s leading online marketplace (with a domestic annual gross merchandise value of at least $30 billion). The deal—which will integrate Rakuten products into YouTube videos through a “View Products” button—is powered by the YouTube Shopping affiliate program.

According to a press release, Rakuten is the first company in Japan to sign onto the program, which allows creators to claim commissions when product listings in their videos lead to sales.

The context: If YouTube hopes to give its shoppable videos the TikTok Shop treatment, partnering with Rakuten is a good place to start. The Tokyo-based firm initially broke into online video by launching its own streaming service and connecting with creators on influencer marketing campaigns. It now offers a variety of services, including a digital marketplace, a cash-back program, and an assortment of fintech tools.

Even if YouTube’s shoppable shelves are well-stocked, however, the platform still has some work to do if it wants to keep up with TikTok Shop. The ByteDance-affiliated ecommerce hub is projected to be one of the top three retailers in the world by 2030, and boasts its own lineup of esteemed brand partners.

Much of that success is tied to TikTok Shop’s presence in East Asia. While the hub has become more accepted in Western countries, it still generates the majority of its revenue in and around ByteDance’s home turf. Now, by targeting Japanese consumers through its Rakuten partnership, YouTube is looking to claim a piece of that pie.

HEADLINES IN BRIEF 📰

NETFLIX BOWS OUT

The almost-deal: When Netflix announced it planned to buy Warner Bros. Discovery, investors got squirrelly. The deal was set to be a sort of full-circle moment and evolution for Netflix, which got its start in 1997 as a DVD rental service doling out Hollywood movies by mail, and now has become one of the biggest producers of original streaming content on the ‘net.

But it was going to be expensive—$82.7 billion, to be exact. And on top of that, Netflix said it was also planning to invest a further $20 billion on more streaming content this year, focusing on areas like live sports and podcasts.

Basically, investors were looking at slimmer profits in 2026, and weren’t sure the ROI on Warner Bros. and new content would be worth it.

The bow-out: They don’t have to worry anymore. Netflix is officially out of the race after a hostile $111 billion bid from Paramount Skydance.

Netflix’s announcement that it was dropping out was well received by investors (who also liked the $2.8 billion wire the company received as part of WBD’s breakup fee). Stock jumped 13% in after-market trading, and an analyst who’d been advising Netflix during the buy told Reuters the price Paramount Skydance was willing to pay for Warner Bros. Discovery was “irrational.”

“There’s no point in playing chicken with someone who won’t turn the wheel,” they said.

The future: Netflix still plans to invest that $20 billion in content over the next 12 months in order to win subscribers and attention in an increasingly competitive landscape. Dropping out of the Warner Bros. Discovery deal leaves it right where it has been for the last few years: competing with YouTube for audience.

Netflix undoubtedly hoped that this acquisition would give it a leg up on its UGC-driven competitor, but since that Hollywood edge didn’t work out, it’ll have to go back to tapping successful YouTubers for content deals.

CREATOR COMMOTION

The cohort: National Geographic is deepening its connections to the creator economy. The 138-year-old publication known as Nat Geo has announced the formation of a “Creator Cohort” that will post nature, science, history, travel, and wildlife content across platforms like Instagram, TikTok, and YouTube.

That initiative—which is led by Nat Geo VP of Social Media Aiman Ahmed—will bring some notable creators into the fold. Current participants include conservation-conscious streamer Maya Higa, “Hip Hop MD” Maynard Okereke, adventure photographer Paige Tingley, and archaeologist Dr. Tenninger Kellenbarger, alongside four others. As they integrate themselves into the brand’s programming, those creators will gain access to Nat Geo activations and go on globetrotting adventures through the Nat Geo Expeditions initiative.

The context: Nat Geo’s digital presence has long been led by its popular Instagram account, but it has also dabbled in YouTube-based web series and kid-friendly programming. As periodical sales continue to dwindle, the long-running nature publication has no choice but to continue upping its investment in social media voices.

Nat Geo’s Creator Cohort is its take on the influencer-based programs that have become common social media conduits for top consumer brands. Best Buy, Starbucks, Ulta Beauty, and Home Depot are four entities that have launched creator collectives within the past year. Now, Nat Geo can add its own program to the list.

The episode: On the latest installment of Creator Upload, hosts Joshua Cohen and Lauren Schnipper are live from SoCom in sunny California—alongside three industry-leading guests. Tune in to learn about the future of social commerce directly from experts at LTK, YouTube Shopping, and Gap Inc.

On the discussion list: the shrinking weight of follower counts, the ongoing evolution of affiliate marketing, and the ways legacy brands integrate social platforms into retail experiences. It’s all right here on Spotify and Apple Podcasts.

The survey: Creator Upload wants your opinion! Take this survey to help us understand who’s tuning in and what you want more (or less) of from the show.

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Today's newsletter is from: Emily Burton, Drew Baldwin, Sam Gutelle, James Hale, and Josh Cohen.