YouTube Is Using a Carrot-and-Stick Approach to Keep Top Creators From Cozying up to Netflix
The offers would deepen YouTube’s battle with Netflix, which has been licensing creator videos and pulling some shows from rival platforms.
- YouTube is offering select creators millions in payments to keep videos exclusive to its platform, sources told Business Insider, countering Netflix's pursuit of top talent.
- Netflix has spent the past year licensing popular YouTube-native hits like 'CoComelon' and 'Ms Rachel' to lure younger viewers, while mandating that shows like 'The Bill Simmons Podcast' be removed from YouTube.
- YouTube warned creators that cross-posting to Netflix hurts their viewership and signals deprioritization, risking loss of marketing support and brand deal revenue.
- While no deals are finalized, YouTube is nearing agreements with a handful of partners, marking a strategic shift for the company, which historically avoided direct creator funding.
- YouTube now commands more TV watch time than any other streaming service, and Netflix's pursuit of creators acknowledges their 'growing impact on popular culture and YouTube's increasing share.
20 Articles
20 Articles
YouTube Dangles Million-Dollar Exclusivity Deals to Top Creators
YouTube is quietly testing a new way to keep its biggest stars from wandering: multimillion-dollar exclusivity checks. Business Insider reports that the platform has been approaching a select group of creators in recent weeks with verbal offers worth "in the millions" if they agree to keep their videos on YouTube...
Big Money Blocks Netflix’s Next Stars
YouTube is paying top creators millions to keep their shows off Netflix for a set time, sharpening a new front in streaming’s talent war. Story Highlights Bloomberg reports YouTube is offering multi-million dollar, time-limited exclusives to top channels. The offers aim to slow Netflix’s push to sign major YouTube stars and license hit channels. Netflix...
From friendly rivals to direct competitors: YouTube offers creators millions to keep
Bloomberg reports YouTube is considering direct funding and shares of major brand deals for creators who give it priority, as Netflix courts dozens of prominent YouTubers and the former friendly rivals increasingly compete for the same audiences
The platform negotiates temporary exclusivity agreements with several creators while Netflix incorporates online programs and podcasts into its catalogue
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