Industry Odisha Bureau, Aug 20: YouTube is reportedly considering multi-million dollar deals to persuade some of its biggest creators to keep their videos exclusive to the platform. This comes as Netflix increases its efforts to attract popular YouTube talent.
Official reports state that YouTube has been discussing different ways to financially support selected creators. These could include funding specific programmes, sharing major brand opportunities and paying creators to keep certain content exclusive for an agreed period.
While no deals have been finalized yet, discussions with some creators are reportedly at an advanced stage. In at least one case, YouTube is said to have verbally offered millions of dollars in exchange for an exclusive window.
The platform is also warning that creators who release the same videos on Netflix at the same time could miss out on some YouTube benefits. These may include promotional opportunities, invitations to YouTube events and access to certain brand campaigns.
Notably, Netflix is building its creator business by bringing YouTube personalities to its streaming platform. Reports say that it has already paid some influential creators to distribute content on both services.
For creators, Netflix offers another way to make money from existing content and potentially reach its more than 325 million subscribers. However, some deals come with conditions. These include submitting videos before release and removing existing brand sponsorships.
The growing competition reflects how much the two platforms have moved into each other’s territory. YouTube has expanded further into television, advertising and live events. Meanwhile, Netflix is increasingly relying on internet-born creators and video podcasts.
