Five years after becoming the first kid creator to reach 250 million subscribers on YouTube, Anastasiia Radzinskaia has set her sights on a new platform: Disney+. Radzinskaia is the face of the Like Nastya channel, which will reach more preschool-age viewers thanks to a development deal with Disney.
Like Nastya’s YouTube success began when its titular star was just a toddler, and the Radzinskaia family has since sustained its presence among the internet’s top family creators. Through a wide range of deals — including platform-specific pacts, studio partnerships, and global licensing agreements — Nastya and her kin have built a content empire that counts 123 billion lifetime views on its flagship channel.
Disney’s deal with Like Nastya resembles the partnerships Netflix has pursued with top YouTube creators. Like with some of those deals, a selection of archival Like Nastya content will arrive on Disney+. The Radzinskaias will pair those favorites with new videos that will appeal to kids, tweens, teens, and families across Disney Jr. and Disney+.
The wide target audience for Like Nastya’s Disney releases reflects the brand’s evolution. Radzinskaia’s videos are no longer just for toddlers; she recently released a music single called “I’m Gonna Shine,” which made some noise on YouTube.
“I’m incredibly proud of Anastasiia and how Like Nastya has grown into a global brand loved by millions of families worldwide,” said Nastya’s mother Anna Radzinskaia, the founder of the Like Nastya brand. “Bringing together the worlds of Like Nastya and Disney is an exciting opportunity to create something truly special for a new generation.”
The deal also fortifies Disney’s unbeatable lineup of digital kids’ content. The Mouse House already has the U.S. rights for Bluey, which has been cited as the most-watched show on streaming. The impending arrival of CoComelon on Disney+ will add a longtime YouTube favorite to the app’s library. Other pieces of digital-native IP, including the animated hit Little Margo Stories, have joined the Disney family as well.
There seems to be no stopping Disney as it acquires creator-led content beloved by hundreds of millions of subscribers. Netflix’s creator dealings may be getting more attention overall, but in the family category, Disney’s acquisitions are leading the way.
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