KISDI Analyzes Trends in Generative AI Guidelines by Netflix and YouTube (detail)

※ URL(Korean): https://www.kisdi.re.kr/bbs/view.do?bbsSn=114904&key=m2101113055776&pageIndex=1&sc=&sw=

KISDI Perspectives (25-12-07): Trends in Generative AI Guidelines of Online Video Platforms

“Expansion of generative AI video production raises policy responses by Netflix and YouTube”

▲ Netflix establishes generative AI use standards for production partners
▲ YouTube introduces disclosure requirements and monetization restrictions for AI content
▲ Platforms strengthen AI content management to enhance trust

The Korea Information Society Development Institute (KISDI, President Sangkyu Rhee) recently published KISDI Perspectives (25-12-07): Trends in Generative AI Guidelines of Online Video Platforms, which analyzes policy responses by global online video platforms to the expansion of generative AI-based video production.

The report notes that advances in generative AI technologies have enabled the production of high-quality video content without specialized equipment or technical expertise, leading to broader use of AI across the video production pipeline. It observes that new policy issues have emerged, including copyright attribution, transparency requirements, and the spread of low-quality AI-generated content. In broadcasting and other sectors with significant social impact, the report indicates that industry-level guidelines are increasingly viewed as necessary ahead of formal regulatory frameworks.

To examine platform responses, the report compares policy developments at Netflix and YouTube, noting how each platform has adapted its approach to its service structure.

Netflix distributed its “Using Generative AI in Content Production” guidelines to production partners and vendors in August 2025. The guidelines set standards for AI use across production stages, focusing on five core principles: copyright protection, restrictions on data training, secure production environments, temporary-use principles, and protection of performer rights. The report notes that the framework is designed to manage legal and ethical risks while supporting transparency. It also includes a matrix of representative use cases to help producers determine when prior approval is required.

YouTube has focused on transparency measures tailored to its creator-centered ecosystem. Since May 2025, the platform has required creators to disclose whether content is generated or altered using AI, with penalties including content removal or suspension from monetization under the YouTube Partner Program for noncompliance. In July 2025, YouTube revised its monetization policies to classify mass-produced AI-generated content as “inauthentic content,” restricting monetization eligibility. The report notes that these measures address the proliferation of low-quality AI-generated content and encourage original production.

The report concludes that although the two platforms differ in production structures and service models, both pursue the shared objective of building transparent and reliable AI content ecosystems. It notes that Netflix focuses on managing legal and ethical risks at the production stage through minimum standards, while YouTube emphasizes transparency and platform trust through disclosure requirements and monetization policies.

Eunjung Noh (Associate Fellow, KISDI) stated that as generative AI becomes integrated across video production environments, platform-level governance frameworks are emerging as an important mechanism for managing content ecosystems. She noted that policy discussions on transparency and trust in AI-generated content are likely to gain further importance.

The report is available for download on the KISDI website (www.kisdi.re.kr).

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KISDI Analyzes Trends in Generative AI Guidelines by Netflix and YouTube