YouTube is reportedly offering millions of dollars to some of its biggest creators to keep their content exclusive to the platform and away from Netflix and other streaming services.
According to source, creators who accept the offer would have to agree to an exclusivity period, although its length has not been disclosed.
In return, creators could receive direct funding for large projects and a share of revenue from major brand deals. The move appears to be YouTube’s response to Netflix’s efforts to attract some of the platform’s most popular creators.
Alan Chikin Chow and Nick DiGiovanni are reportedly in advanced talks with YouTube. The company is also said to be in contact with several other creators, including Sean Evans, host of the celebrity interview show “Hot Ones.”
Sources familiar with the talks said no agreements have been finalized, but discussions with several major YouTubers are moving forward. The negotiations are considered sensitive.
Creators who agree to the exclusivity terms could receive financial support for bigger projects and a share of revenue from major brand campaigns. However, details about how long they would have to keep their content exclusive remain unclear.
According to sources, YouTube could take a tougher approach toward creators who reject the offer. Influencers who continue working with both YouTube and Netflix could reportedly be left out of marketing campaigns and events, which could eventually reduce their audience reach.
Creators who choose not to participate could also miss out on revenue-sharing opportunities from major brand campaigns.
The reported move comes as Netflix tries to attract leading YouTube creators. According to reports, Netflix has told creators that uploading the same videos on both platforms could reduce views on YouTube and weaken its position as a platform for exclusive content.
Even before these reported offers, many leading YouTubers had already turned down Netflix. Unlike YouTube, Netflix reportedly requires creators to submit videos several days before publication and remove certain brand sponsorships, which could limit their earnings.
The reports are based on unnamed sources rather than official statements from YouTube, and no deals have been signed. Details about the exclusivity period, payments and which creators may join remain unconfirmed.
YouTube has not commented on the reported program or claims that it could penalize creators who continue posting on Netflix, leaving the future of the plans unclear.
